From SEO keywords to chatbots, brands pivot to capture AI-driven traffic

The explosion of artificial intelligence (AI) has kickstarted a new gold rush, for visibility inside AI chatbots. In a race to stay relevant in a fast-changing digital landscape, advertising groups and tech start-ups are scrambling to help brands boost their presence in results generated by artificial intelligence chatbots. The push marks the beginning of a new era of search engine optimisation (SEO), where traditional strategies are being rewritten for a world dominated by generative AI.