Artificial Intelligence (AI) is radically changing how users search for information on the internet. Searching trends are shifting, and brands need to reconsider their strategies to maintain competitiveness.
Changes in Search Habits Due to Artificial Intelligence
Research indicates that 68% of online activity begins with search engines, with Google processing about 5 trillion queries annually. However, data reveals that 70% of users now use AI tools for searches. This shift is linked to the rapid adoption of AI platforms, revolutionizing traditional SEO practices.
The Shift from SEO to GEO and AISO
AI usage is transforming conventional SEO approaches. Users now favor conversational formats for information, prompting companies like Google and Microsoft to introduce AI features. This has led to the emergence of terms like Generative Engine Optimization (GEO) and Artificial Intelligence Search Optimization (AISO), demanding that brands adapt their content for AI-driven systems.
The Role of Press Releases in Enhancing Brand Visibility
Despite changing habits, press releases remain a potent tool for boosting brand visibility. They align with the E-E-A-T criteria (Experience, Expertise, Authority, Trust) in evaluating content quality. Press releases tailored to meet AI standards have a greater chance of being featured in AI search results.
Given the shifts in the digital landscape driven by artificial intelligence, brands should increasingly leverage press releases as a strategic tool for enhancing their visibility. Adapting to new search conditions is critical for maintaining competitiveness.
