We know the pressure to watch organic traffic dip while AI overviews take center stage. It’s a common refrain right now, but a recent panel at the MarTech Summit — moderated by Janet Driscoll Miller, president and CEO of Marketing Mojo — highlighted that visibility isn’t going away; it just moves.
Sara Resnick, head of global marketing and SEO at Western Union, called this a moment to reinvent your brand narrative. By doubling the “brand + modifier” search, you ensure that AI systems use your descriptions rather than guesswork. As Gerald Murphy, evangelist, Semrush Enterprise at Semrush, notes, relying solely on Google rankings is a risky bet. The way forward includes decisions that influence the entire web – from TikTok and Reddit to YouTube – to ensure that your brand is present wherever discovery occurs.
Nikki Lamb, senior VP, head of NP Digital, acknowledged that this fragmentation does not start with AI. His team adopted “Search Everywhere,” checking visibility wherever conversations happen, not just on a single page of results.
Why AI-driven traffic can be your best source
Although the volume of visits may vary, the quality is usually high. Murphy shared data showing that users who interact with an AI platform before hitting your site tend to arrive with strong intent. They have done research; they just want the right partner to help them use it.
Content change: Clarity is your greatest strength
If AI misinterprets your product, the results are frustrating. Tamara Scott, chief content officer at Overqualified LLC, shared a story about a client who found leads on products they didn’t sell because of AI.
The solution is possible: add clear language that says exactly what you do — and what you don’t. Not only does this help AI models classify your expertise correctly, but it also filters out inappropriate opportunities so your team can focus on important work.
The emergence of thought leadership
Your audience doesn’t need more summaries; they need your opinion. Lamb suggested moving beyond the “what” to focus on the “what” and the “what now.” In a world where AI can synthesize facts, your original research and proprietary information is an asset that cannot be duplicated.
Building bridges to AI adoption
Your off-site work is now as important as your technical SEO. Mentions in forums, reviews and niche publications serve as important indicators for AI agents. The panel agreed: the goal is to create unique value and use your PR and comms teams as partners to expand on multiple platforms.
The way forward
The rules change, but your value to the business doesn’t. By focusing on honesty, clarity, and authority, you can lead your organization through this transformation. Let’s tackle this by staying human-centric while making our data machine-readable.
