Be the answer: Learn the 3 pillars of a successful AI search strategy

We’re not scared to say it: the rise of AI marks the biggest shift in marketing since the advent of the internet. And so-called answer engines are doing the unthinkable: changing how we search (FKA “Google”) the internet.

Marketers have spent significant time and money mastering the rules of the Google algorithm, hoping to stay among the first results (and without fail, on the first page) of Google results. But AI search tools don’t just change the rules: they change the game, entirely.

Getting found in an AI-driven search environment means understanding where AI answer engines get their facts, to ensure your brand shows up across these channels. If you do, you'll appear in results – and be a valuable, vetted resource to your audience. 

Better clicks, bigger wins.

We've been working with AI-based search tools to evaluate user behaviour and experience, helping us guide clients on what pivots their marketing needs to make.

And the data doesn't lie. We’ve seen firsthand that visitors arriving through answer engines spend significantly more time on websites compared to traditional search engine traffic.

This heightened engagement can be attributed to many factors. Users might be taking a “read-then-verify” mindset. In other words, they might not just be skimming answers but rather taking the time to verify AI-suggested results with web page content – which would make sense, considering how novel answer engines are and how (justifiably) skeptical people can be.

Answer engines don’t become thought leaders.
They create them.

On the other hand, it could be that users who click answer engine links are more invested. They've already received a comprehensive overview from the AI, so when they click through to your site, they're ready to dive deeper into specific aspects that interest them. Or, that AI helps them find higher quality answers to their queries faster, so they spend more time consuming their content than breezing through search engine results that don’t quite hit the mark.

Regardless of what’s causing the behaviour: If you can be among the answer engine’s answers, it’s a win for your organization. The longer a user is on your site, the more time they’ll be engaging with your brand. This means audiences will become more familiar with you, and you’ll get more time to inform, inspire and convert.

Remember, answer engines don’t become thought leaders, they create them.

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Discover the 3 pillars of AI data sources 

Showing up among the answers in AI search results isn’t magic. AI systems (like Claude, Gemini, or ChatGPT) rely on three critical data streams to whip up their replies. Here’s how you can dominate each one. 

1. Publishing partners 

Welcome to the red carpet of content: major news organizations and publishers.

While the New York Times is pushing back against OpenAI (creator of ChatGPT), many big-name publishers (including The Associated Press, The Atlantic and Condé Nast) have already partnered with the company. These partnerships aren’t only about making AI responses more “intelligent”—they reflect publishers’ strategies to navigate revenue challenges, regain control over their content and shape the evolving role of AI in journalism.

Pro tips for brands:

• Sponsored content and native advertising in premium publications can build AI-readable authority.
• Earned media placement in respected publications carries even greater weight.
• Podcast appearances and expert commentary become vital for establishing domain expertise.
• Building relationships with industry publications is increasingly crucial.

2. Search partners

Turns out the answer engine model still holds a soft spot for their older siblings, search engines. For instance, Google’s Gemini uses Google’s search index (surprise, surprise) and ChatGPT uses Microsoft’s Bing. So while it’s clear that SEO hasn’t died, it’s definitely evolving.

The new SEO gameplan in a nutshell:

• Play nice with all the search engines, not just Google.
• Keep your content fresh and crawlable—no dusty archives or login barriers, please.
• Use structured data so the AI doesn’t miss your brilliance.

3. Social & digital communities

Yup, even AI is addicted to social media. Social platforms and online communities, such as Reddit and LinkedIn, provide answer engines with real-world context and current discussions (and, at least in Reddit’s case, not without a reward for licensing their data).  All of this helps AI understand trending topics and the practical applications of what it gathers.

How to stay on top of the AI’s mind:

• Show up and contribute to relevant social platforms.
• Build genuine connections in your online communities (organic posting/commenting is huge for authenticity).
• Harness employee advocacy to position your team as thought leaders. 

Today is the best time to act.

Okay, maybe yesterday would’ve been better. But you get the point.

While some are still just keeping a tab on the importance of AI in marketing (or even… ignoring it *gasp*), forward-thinking organizations are already working to make the most of the technology. 

By taking a multi-channel approach to getting your message out to answer engines, you're not just staying a step ahead. You’re positioning your brand to perform well in the present AI-driven landscape – and to absolutely conquer it as it becomes the norm. 

Need help navigating this new frontier? We happen to have some answers.