Brands Race to AI Chatbots as Google Search Sees User Shift

Marketers are setting their sights on AI chatbots like OpenAI’s ChatGPT and Google’s Gemini as consumers increasingly use generative AI tools over traditional search engines. According to the Financial Times, major brands such as Expedia and LinkedIn are devising strategies to become more visible in chatbot responses — positioning themselves for a future where users turn to AI for information and recommendations rather than Googling.

This shift poses a significant challenge for Google, which has long dominated the online advertising market. Brands are experimenting with new types of copywriting tailored for chatbot-friendly language and information formats. They’re also exploring partnerships to ensure their products and services are highlighted by conversational AI platforms.

As the AI landscape evolves, companies are preparing for the next frontier of digital marketing: optimizing for visibility in AI-generated answers rather than search engine results pages. Agencies and media buyers told the Financial Times that targeting large AI models could become as critical as SEO once was for web search — ushering in a new era of marketing strategy.