Internet users are increasingly using AI tools such as ChatGPT instead of traditional search engines to find information. Businesses must adapt quickly to meet consumers where they look for answers. Search engines now incorporate AI-powered summaries, raising the importance of visibility and positive mentions within AI-driven outputs. Generative AI is becoming a primary technology shaping online interactions. A recent Adobe survey found that over half of U.S. consumers plan to use generative AI for online shopping this year. Companies like Bluefish provide tools for tracking, measuring, and optimizing brand appearances in AI discussions similar to SEO work.
"There's this pattern that plays out on the internet, where a new sort of technology emerges that changes how consumers interact with information online," says Alex Sherman, CEO and cofounder of startup Bluefish. "Brands and marketers are always initially not quite sure how to place that and how to use it, but as consumer adoption scales, it becomes really clear that this is where the eyeballs are going."
With even search engines like Google supplementing raw search results with AI-powered summaries, showing up-and receiving favorable mentions-in AI discussions is becoming as important to brands as appearing in search results or on social media. Today, that technology is generative AI. A recent Adobe survey found that more than half of U.S. consumers intend to use it for online shopping this year.
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