I remember that not so long ago, Google was the undisputed king of information online. You needed to know how to fix your sink, figure out how much weight a gorilla can bench press, or buy some new sweatpants? Chances are, “Googling it” was your go-to first step.
Fast forward to 2025, and our behavior has completely changed. You might search TikTok or YouTube if you want to learn how to fix something. For shopping, many customers now start directly on Amazon rather than Google. And of course, we now have AI assistants like ChatGPT and Gemini, which offer compelling new ways to find the right products or services for us.
According to a recent study, 50 percent of fashion executives see product discovery as the key use case for generative AI in 2025, and 82 percent of customers want AI to help reduce the time they spend researching what to buy. With that in mind, it’s easy to understand that being cited by AI assistants will be crucial for businesses in the coming years—just like SEO was essential in past decades.
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