The article argues that artificial intelligence is fundamentally shifting the landscape of search engine optimisation (SEO). While SEO has traditionally focused on keywords, backlinks and first-page rankings, the rise of AI-powered assistants and conversational search means that users increasingly skip traditional search engine results pages (SERPs) and go straight to concise AI-generated answers. This changes the visibility game entirely.
Rather than merely “ranking well on Google,” the new frontier is about being mentioned by AI systems. AI tools increasingly draw from trusted sources and authoritative voices (like Wikipedia, institutional websites and large community hubs) to craft summaries or direct responses. The article suggests that for brands and content creators, the strategic shift is toward “Recommendation Engine Optimisation” rather than just traditional SEO.
Content strategy must also evolve: quantity and high volume output are no longer enough. The piece warns of “content fatigue” as many sites churn out bland, AI-generated articles that add little unique value. Instead, human oversight, originality, strong brand voice, editorial insight and reputation become critical factors in visibility and relevance. The article emphasises that AI-generated content still requires human editing and strategic layering to remain effective.
Finally, the article provides actionable guidance: start by auditing how your brand appears online across forums, social referrals and AI responses; invest in building authentic thought-leadership and high-credibility mention points; adapt workflows so AI-tools serve as amplifiers rather than the default output engine. In short, embrace the change proactively rather than being disrupted by it.
