AI Search Platforms Change How Businesses Compete for Visibility

As AI-powered search tools become more common, businesses are changing their online strategies to remain visible in search results. The shift toward AI-generated answers is affecting how often companies are recommended to users.

Platforms such as ChatGPT, Perplexity, and Google AI Overviews typically mention only a small number of businesses in response to each search. This has made competition for visibility in AI-driven search results more intense than in traditional search listings.

Google’s AI-powered local packs now display about 32% as many unique businesses as the earlier map-based results. As a result, many businesses are seeing reduced exposure when users rely on AI-generated answers for local information.

Multi-location brands have also experienced a decrease in recommendations from AI search engines. According to SOCi’s 2026 Local Visibility Index, only 1.2% of nearly 350,000 locations were suggested by ChatGPT during the study period.

What the numbers show

• AI Overviews appeared in 68% of local searches, up from 13.14% in March 2025
• Only 1.2% of 350,000 multi-location brand sites were recommended by ChatGPT
• HubSpot reported 7% to 12% of its website visitors come from AI sources most months

To adapt, some companies have started restructuring their website content to improve their chances of being included in AI-generated responses. HubSpot stated that it reorganized its content into smaller, more extractable sections to increase visibility in these new search environments.

HubSpot also reported that AI-driven search now accounts for between 7% and 12% of its website traffic in most months. This suggests that some businesses are seeing measurable results from their efforts to optimize for AI search platforms.

New optimization methods, such as Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO), are being used alongside traditional search engine optimization. These approaches are designed to help businesses improve their presence in AI-generated search results.

Several companies now offer tools to assist brands in tracking and improving their AI search visibility. Evertune AI provides a GEO platform for monitoring brand mentions in systems like ChatGPT and Gemini, while London-based Searchable offers analysis tools for understanding how brands are referenced in AI-driven search engines.

Google introduced its 'Ask for Me' feature in July 2025, which uses AI to contact businesses for pricing and availability information. However, 26% of these calls did not receive a response, highlighting ongoing challenges for businesses adapting to AI-powered customer interactions.

* This article is based on publicly available information at the time of writing.