Zero Click Search: AI changes the rules of the visibility game
Artificial intelligence is not only changing how we create images and texts. It is also turning the rules of the game for digital visibility upside down. For PR, content and online marketing, AI relevance is thus becoming a cross-sectional task. Daniel Lantelme, Director Content Marketing at Achtung!, says: "If you want your brand to be reflected in the responses of AI systems in the future, you need to set the right course now.
Daniel, how does the interaction between AI and sources work - and what determines visibility?
Most AI systems combine their trained model knowledge with current web sources such as press articles, specialist articles or structured data from relevant online platforms. AI recognizes meaningful connections between brands, products or people and also evaluates individual relevance. Visibility therefore means being a relevant, credible entity in the digital knowledge network - not just with keywords, but with clear references, proven facts and up-to-date content.
How can companies check whether and how their brand appears in AI responses?
There is still little usage data that provides information about when and how often my company or brand appears in AI dialog with third parties. It is therefore important to observe the individually decisive AI responses for yourself. In order to be able to map this comprehensively, we work with visibility analyses in which we automatically record across various interfaces how often and in what context a brand is mentioned and which sources are used.
A comparison with competitors makes it clear, for example, where you are already well represented and where there are visibility gaps: For example, do you appear on media or specialist blogs where only competitors are present? Such findings can then be profitably incorporated into digital media work, content planning and community management.
Which sources play a particularly important role for AI answers?
Especially established media, as they enjoy a high level of credibility - also from an AI perspective. With your own website and classic keyword optimization alone, it will be difficult to penetrate highly competitive topics in the future. However, the more specific the question, the more valuable stringent owned content is. Wikipedia content, for example, should also be checked regularly, as it often plays a role in fundamental questions. Reddit and platforms with a high proportion of relevant user-generated content are also sometimes incorporated into AI answers and therefore also become a source of earned data.
What consequences does this have for the dissemination of your own messages?
We are experiencing a clear trend towards zero-click search: AI is answering more and more questions directly without users visiting websites. This is a turning point for marketers and website managers who have long relied on organic traffic. At the same time, up-to-date, reliable and well-structured content sources remain indispensable for AI. SEO skills remain important - but are particularly effective in seamless interaction with PR and community management.
What does a text that is optimally usable for AI look like?
Citation skills are crucial. The more concrete and fact-rich a piece of content is, the better it can be categorized and evaluated. Credible references and experts also strengthen trust. Of course, a website should continue to be visually convincing, but the "AI search" exploitation channel should be considered in order to remain relevant in the long term.
The development is rapid. What other changes do you expect?
Sooner or later, advertising will also play a role in the AI environment. Initial tests for native product integration are already underway. This will give rise to new forms of targeting that will further change personalized advertising. At the same time, personalized AI assistants will also be created for users, opening up new points of contact. However, tools and standards are currently still immature. For now, it is more important to build up knowledge and secure a good starting position - while the technology continues to develop rapidly.
