Brands shift marketing strategies to influence AI chatbots and LLMs
Updated
Updated · Financial Times · Apr 27
Brands shift marketing strategies to influence AI chatbots and LLMs
11 articles · Updated · Financial Times · Apr 27
Recent data shows half of British consumers use AI for financial planning, and about 40% use brand AI agents for shopping, prompting agencies like Brandtech and Stagwell to develop new monitoring tools.
Marketers are prioritizing generative engine optimisation and PR to ensure brands are visible in AI-generated recommendations, as traditional search rankings lose importance in customer discovery.
Experts highlight both opportunities and risks, noting that AI-driven discovery demands stronger brand identities and accountability, while emotional and human-led platforms remain important for brand building.
As AI becomes the new storefront, how do brands sell a feeling, not just a feature?
When an AI recommends a product, is it the best option or just the best-marketed one?
Are press releases and media mentions now more powerful than website keywords in the age of AI?
As AI floods the internet, will the 'human-made' label become the ultimate luxury good?
How can companies measure success when their most important new customer is an invisible AI agent?
Is the rise of AI chatbots creating an extinction event for small businesses that rely on web traffic?
The 34.5% Drop in Organic Clicks: Navigating AI’s Disruption of Search and Marketing in 2026
Overview
Between 2025 and 2026, AI tools became central to how over half of U.S. adults, especially younger and higher-income groups, discover and shop, shifting consumer behavior away from traditional search engines. This led to a sharp decline in web search traffic and a rise in AI-curated feeds, forcing brands to pivot their marketing strategies toward AI-focused optimization methods like Answer Engine Optimization and Generative Engine Optimization. While enterprises gained competitive advantages through heavy AI investments, smaller businesses faced challenges. Trust in AI remains mixed due to its opaque nature and risks like hidden advertising, making transparency, ethical governance, and user education essential for future success in an AI-driven marketplace.