Many Australian companies are experiencing a decline in organic search traffic. This has led marketing and technology teams to reconsider how their content is recognised by platforms powered by generative AI. Tools such as ChatGPT and Gemini are becoming key intermediaries between customers and brands. They are altering the way people access information and how companies compete for attention.
In the past, websites were designed mainly for human audiences and traditional search engines. Now, content must also be suitable for AI agents that summarise, interpret and reuse information instantly. Experts say these language models rely heavily on trusted mentions and reliable sources. This creates a new competition space where well-structured content, not just attractive design, holds the most value.
This change is fuelling the rise of what some now call "generative engine optimisation" or GEO. Rather than driving users to a webpage like traditional SEO, GEO aims to make brands visible within AI-generated content. The goal is not only to be discoverable but also to be accurately cited and recommended. Brands are now competing with each other and also with outdated content that is still accessible to these AI tools.
Retailers and large organisations are already noticing the effects. One emerging issue involves outdated product data, such as sizing and prices, being pulled from old files. This results in incorrect information that confuses customers. These errors damage trust, and fixing them means revisiting how content is created, updated and shared across the business.
Consultants highlight that the problem extends beyond website copy. Disconnected content systems, unregulated document storage and old-fashioned publishing methods all reduce visibility in AI tools. The outcome is often inconsistent answers, inaccurate data and a digital presence that does not match the current state of the organisation.
To respond effectively, companies are reviewing strategies across teams. Marketing teams contribute tone and messaging, while IT teams focus on site structure and metadata. Together, they must build content that serves both people and AI systems. Basics such as crawlability, structured metadata and up-to-date information are now just as important as visual design or brand storytelling.
New tools are emerging to support these shifts. Some platforms automatically reformat content to improve AI readability. Others track how brand details are displayed across various AI tools. These solutions help companies monitor visibility and flag outdated or conflicting information before it causes problems.
Experts believe the next stage will centre on unified content systems, regular updates and audits tailored to AI systems. Organisations already taking these steps show more consistent messaging and fewer issues linked to AI-related miscommunication. Systems featuring structured content, clear ownership and cross-team collaboration are becoming signs of maturity in this space.
As this transformation continues, one trend is already clear. Visibility in an AI-driven environment is no longer only about rankings or traffic. It is about maintaining control, ensuring clarity and delivering trustworthy content that AI tools can read and share reliably.
