If you could have been top of Google ten years ago, would you have taken it?
Of course you would.
Businesses that understood Google early enjoyed years of cheap leads while their competitors were still catching up. Today, reaching the top of Google takes serious time, money and expertise.
Now there's a new opportunity: AI search.
AI is changing how decision makers choose suppliers
More people are starting with ChatGPT, Claude, Perplexity instead of typing keywords into Google. And if they are still using search, Google's AI Overviews dominate.
Now they can ask AI a direct question, in plain language, “Which agency is best for B2B growth marketing?” They’ll get back a shortlist, with clear rationale, and what would have been hours research becomes a shortlist in minutes.
That shift is happening quickly. A 2026 G2 survey found that more than half of B2B decision-makers now start research with an AI chatbot more often than Google. Many said AI introduced them to suppliers they hadn't previously considered.
And Google is taking a hit because of it. SparkToro found over two thirds of Google searches in early 2026 ended with no click at all, up from around 60% two years earlier. Not all of that is down to AI, but the effect is the same: people can get their answer they’re looking without having to trawl through a website.
Why Google rankings aren't enough anymore
It's easy to assume AI will recommend the companies that rank highest on Google. It doesn't.
Your website is just one piece of the puzzle, and AI knows it's written by you.
Instead, AI looks for evidence that other people trust you. It compares what you say about your business with what journalists, trade publications, analysts, reviewers and customers say.
That's why PR is becoming more valuable.
Things like media coverage, speaking at industry events, expert commentary and customer success stories have often been seen as nice-to-haves that are easy to cut when budgets are tight.
But they're becoming much more important. The same independent coverage that helps people trust your business is also the kind of evidence that makes AI more likely to recommend you.
Why waiting costs you
AI builds its answers from what's already been written online. Every article, review and expert mention adds to the picture.
The businesses people are talking about today are more likely to be the businesses AI recommends tomorrow. Wait too long, and your competitors may already have become the names AI keeps mentioning.
The good news? You don't need a complicated AI strategy. Consistent media coverage can be enough.
Your website still matters
Your website is still important. It helps AI understand what your business does and gives it somewhere to check the facts.
A well-organised site with clear, helpful content makes a difference. One simple tip is to answer the questions your customers are already asking. That's the same format AI uses when it responds to people, so it's easier for AI to understand and use.
But your website alone won't make AI recommend you.
A five-minute test can tell you where you stand
The first step is simple: ask AI what it already knows about your business.
Try ChatGPT, Claude, Perplexity and Google's AI Overviews. Ask the questions your customers would ask. Do you appear? Is the information accurate? And if not, who does AI recommend instead?
Those competitors can tell you a lot. Look at the sources AI cites and you'll often see why they're being recommended.
From there, focus on building your reputation. That means earning coverage in the publications your customers read, publishing original research or insights, and making sure your experts are visible. Then keep checking, because AI's answers change over time.
The companies that move first will have the advantage
Being one of the businesses AI recommends could become as valuable as a top Google ranking once was.
But most companies have never checked what AI currently says about them.
That's where an AI search audit can help. We test the questions your customers are asking across ChatGPT, Claude, Perplexity and Google's AI Overviews, see how often your business is recommended, compare you with the competitors who appear most often, and identify the sources AI is relying on.
We can give you a clear picture of where you stand today and the biggest opportunities to improve your visibility.
If you want to know what AI is telling your buyers about you, get in touch or request an audit here.