From Google to ChatGPT: Why AI Chatbots Are Replacing SEO in the Digital Purchase Journey

Introduction: The Shift Away from Google

For the past 20 years, digital marketing has revolved around one goal: ranking on Google. But in 2025, something radical is happening. Shoppers, SaaS buyers, and service seekers are no longer typing queries into Google first. Instead, they’re asking AI chatbots like ChatGPT, Gemini, and Perplexity.

In Poland, over 9 million people are already using ChatGPT monthly, and Gartner predicts that one quarter of all organic search traffic will shift to AI assistants by 2026. That means SEO as we know it is changing — replaced by Answer Engine Optimization (AEO).

What Is Answer Engine Optimization (AEO)?

Instead of competing for a place on Google’s first page, brands now need to compete for a place in AI chatbot responses.

When someone asks “What’s the best invoicing software for freelancers?” to ChatGPT, you want your product in that answer.

When a parent asks Gemini “Which sports academy is best for kids in Warsaw?” you want your service listed.

👉 AEO = the practice of structuring your content so that AI assistants cite it as the authoritative answer.

Why This Matters for Digital Purchases

• Trust: Users trust AI answers as “summaries” of the best options.
• Speed: Chatbots collapse research time from hours to seconds.
• Conversion: If your brand is in the answer, you’re closer to the sale. If not, you’re invisible.

Tools That Track & Optimize AI Visibility

To adapt, businesses need to monitor how they appear in AI responses, just like they once tracked Google rankings.

ToolWhat It DoesWhy It MattersBrandinAITracks brand mentions and visibility in ChatGPT, Gemini, Perplexity, etc.Lets you see if and how your brand is recommended by AI instead of Google.SE RankingAI Traffic Analytics + Visibility TrackerShows how much traffic is already arriving via AI search, plus which queries include you.PromptEyeMonitors when domains/brands are cited in AI model responsesGreat for spotting gaps where competitors appear but you don’t.RankabilityDeep competitor benchmarking across AI search enginesUseful for agencies tracking multiple brands.Visibility.aiLightweight visibility scoring toolA starter option for small teams.

A Peek Into BrandinAI

BrandinAI is one of the first platforms that lets you track your AI visibility in real time. Instead of waiting for Google Analytics, you can see if your brand shows up when someone asks ChatGPT, Gemini, or Perplexity about your industry.

Sample query “Where is the best place to eat in Krakow”

Competitors are visible and serve as the benchmark against them.

Brand statistics and identification of the top-ranked brand

Brand Mentions by Query within last 48h

And most important. The source of the feed

Use these visuals to show:

• Your Visibility Score across AI engines
• Top queries where your brand is mentioned
• Competitor benchmarking (who else AI recommends)
• Trend graphs showing progress over time

These screenshots will make it crystal clear to readers: AI answers are the new SERPs.

Four Examples of Success With AI Search Visibility

1. Wrike (SaaS) — Optimized for AI queries around project management → 496% increase in pipeline after becoming recommended in chatbot answers.
2. Pipedrive (CRM SaaS) — Positioned itself as a top AI-recommended CRM for SMBs → +1,000 qualified leads.
3. Breitling (E-commerce) — Leveraged conversational commerce on Instagram + appeared in AI watch recommendations → boosted conversions from social buyers.
4. Conversational Design Agency (Service) — Reframed web content into Q&A format → +40% leads by showing up in chatbot responses instead of Google SERPs.

How To Get Started (Beginner Roadmap)

1. Pick 5–10 purchase-driven queries your target audience might ask AI.
2. Check manually in ChatGPT/Gemini if your brand appears.
3. Use BrandinAI or SE Ranking to monitor AI visibility continuously
4. Restructure content into clear Q&A, add FAQ schema, fact-based answers.
5. Benchmark competitors — see who’s being cited, then fill those content gaps.
6. Review monthly — AI models evolve, so visibility tracking is ongoing.

Security and Trust

As AI takes over purchase journeys, privacy and credibility are critical.

• Ensure your site is GDPR-compliant.
• Be transparent when content is AI-optimized.
• Regularly fact-check how AI describes your brand.

Conclusion

The digital purchase journey has left Google’s monopoly. In 2025 and beyond, AI chatbots are the new search engines.

For eCommerce entrepreneurs, SaaS founders, and service companies, this means a new playbook:

• Stop optimizing only for Google.
• Start tracking AI visibility.
• Make your brand part of the answers customers get from ChatGPT, Gemini, and Perplexity.

Those who adapt now will own the new front page of the internet: the AI answer box.