Marketing teams observe a significant development: generative AI platforms change how people search for information. Gartner predicts that traditional search engine volume will decline by 25% by 2026¹, whilst platforms like ChatGPT already record 800 million weekly users and Perplexity processes 780 million monthly queries. A Gartner survey shows that 79% of respondents expect to use GenAI-enhanced search within the next year².
This development expands the horizon for content strategies. Whilst companies invested in rankings and organic traffic for years, visibility increasingly emerges through integration into AI-generated answers. The zero-click reality takes shape: ChatGPT, Claude, and Perplexity answer complex questions directly, without users needing to visit websites. Marketing professionals face the question: How does my brand expand its visibility when users increasingly obtain information through generative systems?