Marketing teams reported fewer brand mentions in AI generated answers and began adopting tools designed to improve visibility within those responses. The shift reflected changing discovery habits as users increasingly relied on conversational AI for information.
Marketers responded to a new visibility challenge as AI systems changed how people found information online. Industry analysis showed that brands appeared less frequently in AI generated answers, prompting teams to explore generative engine optimisation as a way to maintain visibility.
Rather than competing for placement in traditional search results, marketers focused on whether their content was referenced directly within AI responses. In AI driven environments, a single answer could replace a list of links, making citation and attribution more significant for brand awareness.
This shift reflected a broader change in online behaviour. AI platforms often summarised information instead of directing users to multiple external pages. As a result, marketing teams aimed to ensure their material was included in those summaries, or at least credited as a source.
Brand visibility became a new concern in AI answers
For years, search engine optimisation centred on ranking higher in results pages. The rise of conversational AI introduced a different pressure, where visibility depended on whether an AI assistant referenced a brand at all.
In these scenarios, a brand that once relied on strong rankings could be absent from the final response presented to users. This changed how marketers measured success, shifting attention from clicks and impressions to presence within AI generated narratives.
Generative engine optimisation tools targeted AI citations
Reports described marketing teams using tools designed specifically for generative engine optimisation. These tools aimed to improve the likelihood that AI systems would draw from a page and attribute information correctly.
The focus was not solely on traffic but on recognition. Being cited by an AI assistant could reinforce authority and keep a brand visible when users received answers without leaving the platform.
Generative engine optimisation did not replace traditional SEO but addressed a separate challenge. Instead of competing for keyword positions, it focused on how AI systems selected, summarised, and referenced information.
Content teams adjusted workflows
Marketing teams integrated these tools into existing content programmes while continuing to write for human readers. Greater attention was paid to clarity, structure, and how core information was presented, as these factors influenced whether AI systems could identify and reference a source.
This adjustment highlighted a growing overlap between content strategy and AI awareness. Teams monitored how AI platforms interpreted their material and refined their approach to reduce the risk of being overlooked in generated answers.
Search strategy evolved alongside AI platforms
AI driven discovery prompted marketers to reassess long held assumptions about visibility. While traditional SEO focused on guiding users to a website, AI assistants often kept users within a conversational interface.
In this context, citation within an AI response became a new marker of presence. Marketers viewed this as increasingly important as AI platforms played a larger role in how users gathered information.
Marketing teams balanced experimentation with established practice
The adoption of generative engine optimisation tools added another layer to digital strategy rather than replacing existing methods. Teams continued to build content for their own platforms while also planning for how AI systems might surface and attribute that content.
Internal workflows adapted accordingly, with greater emphasis on organising information in ways that AI platforms could interpret reliably. The aim was to ensure inclusion when AI assistants responded to user queries.
Competition intensified around AI citation
Competition for visibility in AI generated answers resembled competition for search rankings but with fewer available positions. Only a limited number of sources might appear in a single response, increasing the stakes for brands.
As a result, marketers explored tools designed to influence how AI systems selected and credited source material, recognising that historical rankings alone might not secure visibility in this new environment.
When and where
The analysis was published on the HubSpot Blog on 13 January 2026.
What this means
Marketing teams reported reduced brand presence in AI generated answers and responded by adopting generative engine optimisation tools. The shift highlighted a broader change in digital strategy, with brands focusing on visibility within AI responses alongside traditional search performance.
