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Generative AI is Revolutionizing Consumer Search; Is Your Brand Ready?

Brands can enhance customer engagement, optimize visibility and unlock growth within Large Language Models (LLMs) using SEO & AIO.

Generative AI isn’t just revolutionizing tech platforms; it’s rapidly changing consumer behavior as well.

According to Capgemini, 85% of people recognize or already use GenAI. Readily accessible platforms like ChatGPT, Gemini, Perplexity and Claude are turning casual users into sophisticated searchers by returning an unprecedented level of research, solutions and connections in seconds.

Generative AI isn’t just disrupting tech; it’s rapidly changing consumer behavior. The rise of accessible AI platforms is fostering a more empowered and demanding consumer. This shift requires brands to adapt quickly and prioritize quality content with relevance within these new AI-driven user experience.

Moving to include AIO and SEO

SEO is not going away, and is not dead. In fact, it’s more alive today then ever before. While the scenery of SEO is changing, the fundamentals that go into SEO should also carry into Artificial Intelligence Optimization (AIO) or as some also call Generative Engine Optimization (GEO). GenAI represents more than a new tool; it’s an opportunity for clients to build visibility and growth in this new AI-first ecosystem. As traditional search evolves, brands that embrace SEO as well as AI-centric strategies now will own a significant advantage in the future.

By understanding and leveraging the nuances of both SEO & AIO, brands can unlock new opportunities to engage customers with relevant, high-quality information across AI engines; allowing brands to position themselves as trusted resources and drive meaningful conversions.

Three steps for enhancing AIO:

Integrating structured data provides richer context, and can enhance LLM models ability to understand and process information.

Craft compelling content that dives deep, offering expert insights your audience can trust.

Give people the answers they seek, and provide practical solutions, increasing satisfaction and engagement. Then share it.

“Generative AI tools such as ChatGPT are becoming the new go-to for 70% of consumers when it comes to seeking product or service recommendations, replacing traditional methods such as search.”

Source: Capgemini Research Institute’s
“Why consumers love generative AI” report

Our data supports user growth among AI-driven search

Bader Rutter’s search engine optimization (SEO) and analytics teams have witnessed firsthand this users engaging with AI-driven search, including significant traffic volume growth from AI and LLM platforms. But the advantage of AI-driven search goes beyond simply driving a new traffic opportunity; despite lower numbers, AI-driven search traffic is showing to have far deeper engagement, longer visits and is showing high lead quality.

That is a major revelation because it demonstrates that users coming from LLMs are solving their problems faster. They’re getting answers, which leads directly to taking actions. From our findings we are seeing:

  • Less than 5% of total traffic — This number is growing quickly, and specific user behaviors are already worth noting.
  • Longer stays — Users from LLMs spend appears to be more time on-site and consume more content compared with other channels.
  • Fact-centric searching — Informational blogs and product pages drive the highest volume of new users and engagement.
  • LLM behaviors — LLMs generate results differently, understanding this will further improve brand inclusion & user visibility.

Our recommendation? Optimize to include AI platforms now

Align with new customer behavior.

Position your brand so audiences can discover, discuss, and compare solutions across LLMs and AI platforms.

Create deeper interactions.

Go beyond surface-level content; generate content that provides the solutions they seek.

Unlock new revenue streams.

Visibility & traffic from LLMs is great, but what if you can turn that into a new revenue stream?

At Bader Rutter, we don’t want you to simply keep up; we want our clients to lead the charge as GenAI impacts the evolution of search. We’ve developed initial SEO & AIO strategies to help our clients’ brands thrive not just across search engines but across AI-driven platforms.

This emerging reality will require brands to change. Those that change fastest will benefit the most. We are here to help, with some suggested actions that will help your brand grow relevance, and visibility.

Brands must recognize one major truth: AI doesn’t reward mediocrity

If you want your content to be found, make it high-quality.

Creating comprehensive topic clusters.

Organize your content into thematic clusters that address key questions and help consumers solve problems by covering all relevant aspects.

Enhancing content quality and structure.

GenAI seems to favor well-organized, informative, high-quality content; ensure your content is accurate, unique, and digestible.

 

Enabling AI crawlers.

Ensure your website is not blocking AI or LLMs.

Emphasizing subject matter expertise.

Much like your customers, AI values expertise and authority.  Using videos where appropriate can help provide additional context.

Partner with Bader Rutter for AI-driven success

The AI landscape continually advances at warp speed. Brands that jump in without an understanding of this opportunity risk spinning their wheels. Brands that hesitate risk falling behind. The sweet spot? Moving fast yet staying focused. That’s been our approach, and we can help you:

  • Align strategy with execution. Big ideas are great. Big results are better.
  • Balance urgency with intention. Move fast but move smart.
  • Lead the AI conversation. Don’t simply participate — dominate.

At Bader Rutter, we’re not just experts in B2B; we’re prepared to be your partners in bridging SEO & GenAI to support brand growth.

About the Authors 

David Moreno is the Head of Integrated Strategy and Effectiveness at Bader Rutter. A seasoned marketer with a background in psychology and behavioral economics, he works at the intersection of technology, human insights, and creativity to deliver transformative marketing solutions. Passionate about bridging the gap between demand generation and brand building, David is shaping the future of B2B marketing.

 

A results-driven strategist, George M. Landes III excels at transforming brands through data-driven marketing strategies. With over 12 years of experience across industries like healthcare, SaaS, cybersecurity, and automotive, George has a proven track record of driving measurable growth. Currently, he leads the SEO, SEM, and Paid Social teams at Bader Rutter, where he develops and executes omnichannel strategies that drive client growth, increase engagement, and deliver impactful business outcomes.