Over the past year, consumers have migrated en masse from traditional search engines to generative AI platforms. That’s according to a new study published in Harvard Business Review.
We know search marketing is changing. I’ve spoken about this at length on this podcast. But, up until now, we didn’t have extensive data. This latest piece of research from Harvard Business Review makes for interesting reading.
Hello and welcome to the AI SIX podcast, I’m Joanne Sweeney, and I’m here to teach you all things AI in just six minutes a day.
For brand leaders, the implications cannot be overstated. Your digital strategy must include optimising for AI recommendation engines, not solely search algorithms. In short, it’s time to boost large language models’ awareness of your brand. Compiled by David Dubois of INSEAD he confirms a major shift in how people search for information online.
The article is titled “Forget What You Know About Search. Optimize Your Brand for LLMs,” and it captures something many of us have started to notice: people aren’t just Googling anymore, they’re chatting with AI.
From Search Engines to Chatbots
Dubois and his co-authors found that consumer behaviour is changing rapidly. In 2025, over half of consumers, 58%, used generative AI tools like ChatGPT, Gemini, DeepSeek, or Perplexity to get recommendations. That’s more than double the 25% from just two years earlier.
And during the 2024 holiday season? AI-driven searches sent 1,300% more traffic to retail sites in the US compared to the year before. This isn’t a trend. It’s a tipping point.
Who’s Using AI to Search?
It turns out that users relying on AI for planning, discovery, and purchasing tend to be younger, better educated, and more affluent. These people aren’t starting their journeys with a search box, they’re starting with a conversation. That has massive implications for marketers and brands.
Introducing a New Metric: Share of Model (SOM)
To help brands understand how visible and attractive they are in this new AI-first world, the study introduces a powerful new concept: Share of Model, or SOM.
This isn’t about being on the first page of Google. SOM measures how often, how favourably, and how prominently your brand is mentioned by AI models when people ask for advice, reviews, or recommendations.
It’s based on three key indicators:
- Mention Rate: How often an AI brings up your brand.
- The Human-AI Awareness Gap: The difference between how well-known your brand is among humans vs. how often it’s recognised by AI.
- Sentiment: What the model says about you. Does it think your brand is high-quality? Trustworthy? Affordable?
Three Types of Brands in the LLM Era
Using these metrics, the authors group brands into three categories:
- Cyborgs: Brands like Tesla, with strong visibility both in AI and in the real world.
- AI Pioneers: Emerging brands that perform well in AI but aren’t yet mainstream. Think: Rivian.
- High-Street Heroes: Well-known traditional brands that don’t show up well in LLMs, often because their strengths are harder for AI to quantify. A good example is any high-street retail store.
Why This Matters for Marketers
The bottom line? SEO alone is no longer enough. You now need to optimise not just for algorithms, but for AI language models. That means helping LLMs understand what your brand does, why it matters, and when to recommend it.
It’s not just about keywords anymore. It’s about context, consistency, and clarity, training the AI the same way you’d train a sales team.
Final Thought
This study is a wake-up call. Large language models are now gatekeepers to consumer attention. If your brand isn’t showing up in these AI conversations, you’re already behind. It’s time to measure your Share of Model and start shaping your visibility in this new AI-first world.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
