Indian businesses are increasingly worried about how AI chatbots are changing the way users discover information online. According to the Economic Times CIO report, companies fear that AI-generated answers are reducing direct website visits, leading to a drop in traffic and online visibility. Instead of users clicking through to websites, chatbots now summarize and present information directly, which may divert potential customers away from the original source.
The issue has already entered the legal arena. A notable case involves IndiaMART approaching the Calcutta High Court against OpenAI, alleging that ChatGPT selectively excluded its platform from responses, causing reputational and commercial harm. Legal experts believe this could be the beginning of a larger wave of lawsuits, as more businesses may challenge AI platforms over opaque ranking systems, selective visibility, and the absence of clear explanations for how results are generated.
Another major concern is the shift from traditional SEO (Search Engine Optimization) to GEO (Generative Engine Optimization). Businesses now need to optimize their presence not only for search engines like Google but also for AI tools such as ChatGPT and other conversational interfaces. As AI becomes a key gateway for product recommendations, supplier discovery, and service comparisons, brands are being forced to rethink their digital strategies to remain visible and competitive.
Overall, the article highlights a significant transformation in the digital landscape. AI chatbots are no longer passive tools; they are becoming active gatekeepers of online discovery and consumer decision-making. This shift raises serious questions about transparency, accountability, and fair competition, making visibility in AI-driven platforms a crucial issue for businesses in the coming years.
