Why Your Brand Needs to Be Found in AI - Not Just Google: LLMs and SEO strategies
What are LLMs, and how are they shifting consumer behaviour?
LLM stands for Large Language Models. An LLM, or Large Language Model, is a type of artificial intelligence (AI) model that’s designed to understand and generate human language. It’s called “large” because it’s trained on massive datasets (text from books, websites, conversations, etc.) and has billions or even trillions of parameters – the adjustable parts of the model that learn patterns in language.
Examples you are likely to have heard of include ChatGPT, Gemini and Elon Musk’s creation, Grok.
So, how are these relevant to the design industries and why are we talking about them? The simple reality is that people are rapidly shifting from using these tools for research, skipping websites altogether, and using them to help refine their searches in new and often more convenient ways. The more detailed the request, the better the outcomes.
Say for example, you are looking for a residential architect in Kensington, you can ask something like ChatGPT to list the top 5 architects that specialise in residential architecture in that area, or you can add further information such as specific architectural styles, Listed status expertise and so on, to produce an initial list for research purposes.
If you’re an architecture practice with that expertise, you want to be at the top of the list, or at least in the mix.
How LLMs Like ChatGPT Are Rewriting the Rules of Online Discovery
For years, search engines have been the gateway to information, helping people navigate to websites through keywords, rankings, and ads. But the rise of large language models (LLMs) like ChatGPT and Gemini is fundamentally changing that journey. Increasingly, users are bypassing traditional search altogether, opting instead to ask AI tools directly for product recommendations, brand comparisons, and company insights. The difference? These tools don’t serve up a list of links. They deliver answers.
This shift marks a profound evolution in how people discover brands. According to The Wall Street Journal, generative AI tools are now being used to field billions of queries a week, many of which replace tasks once dominated by Google (WSJ, 2024). Whether someone’s researching the best cybersecurity provider, exploring sustainable fashion brands, or checking reviews of a local firm, that first impression is now likely shaped by an AI-generated response - often without a single click to a company’s website.
As consumers grow more comfortable asking tools like ChatGPT instead of Googling, brands need to think beyond traditional SEO. It’s not just about showing up in search results - it’s about being referenced, summarised, and trusted by AI. The rules of discoverability are being rewritten, and companies that fail to adapt risk fading from view in the channels where decisions increasingly begin.
The Hidden Risk: Why Your Website May Be Getting Fewer Clicks
Before we get excited about trying to make sure we’re being discovered through LLMs, there are several considerations when it comes to web traffic. Investing in website development is a big expense for most companies, so putting the right foundations in place is essential.
We recently read this article on LinkedIn about how brands are becoming increasingly concerned that traffic is dropping from website visits, and instead, people are simply getting the information from the likes of ChatGPT and not clicking through.
All is not lost, however, and the key to this is ensuring that your content is optimised for both SEO discovery and for LLMs. We will explore more about how to go about this later in the article.
From SEO to LLMO: Understanding the New Acronyms That Matter
Search engine optimisation (SEO) has long been the foundation of online visibility. But as artificial intelligence becomes a central part of how people search for and consume information, a new generation of optimisation strategies is emerging. Terms like LLMO (Large Language Model Optimisation), AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) are now entering the marketing vocabulary – and they signal an important shift.
While traditional SEO is focused on helping your website rank in search engines like Google, these newer approaches aim to ensure your brand is discoverable within the responses generated by AI tools such as ChatGPT or Gemini. In this context, visibility is no longer just about rankings and clicks. It is about whether a company is mentioned in the answer a user receives, whether its content is cited as a source, and whether its perspective is considered credible by the AI itself.
As Business Insider recently reported, early-adopter brands and agencies are already investing in strategies to improve their presence in AI-generated content, recognising that appearing in a chatbot response may soon matter just as much as – if not more than – appearing on page one of Google (Business Insider, 2025 paid link). Understanding and embracing these new acronyms is quickly becoming essential for any organisation looking to maintain digital relevance in an AI-first search landscape.
Smart Ways to Boost Your Brand’s AI Visibility
As large language models become the first port of call for online research, the question is no longer just “how do we rank well?”, it’s “how do we get mentioned at all?” The strategies for making your brand visible to AI tools are still evolving, but several early best practices are emerging.
For example, structuring content in a clear, question-and-answer format can help AI tools understand and surface your messaging more effectively. Using schema markup, keeping your site technically sound, and focusing on authoritative, well-cited content are also proving valuable. So too is thinking beyond keywords - understanding how people phrase real questions when speaking to AI, and reflecting that tone in your content.
Ultimately, the key is not to game the algorithm, but to build trust in a way that resonates with both humans and machines. The good news? While the tools may be new, the core of this work is something we know well: strategic storytelling, clarity of message and strong digital foundations.
If you are wondering where to start, we can help you build a tailored approach.
Who’s Doing It Right: Real Brands Adapting to the AI Era
Zaha Hadid Architects – AI for Insight, Not Just Aesthetics
Innovation in architecture has long been about form and function, but data and insight are quickly becoming part of the foundation, too. Zaha Hadid Architects (ZHA) launched an internal unit - Zaha Hadid Analytics + Insights (ZHAI) - that uses AI to inform workplace design. While less visible to the public, this underscores a forward-looking approach: AI instruments contextual knowledge, performance metrics, and environmental data into creative decisions. It’s a powerful reminder that AI visibility can be both structural and strategic - enhancing design in unseen yet impactful ways.
Tiffany & Co. – AI as a Subtle but Powerful Assistant
While luxury is often synonymous with tradition, select brands are embracing AI quietly and strategically behind the scenes. At a recent conference referenced by Digital GEMs, designer clienteling remains deeply human, yet AI is beginning to play a discreet supporting role. Tiffany & Co. is testing AI tools to help advisors draft personalised messages in the brand’s voice, check stock availability, and access VAT documentation - all without disrupting the high-touch service experience. This use of AI enhances advisor efficiency and ensures more meaningful human interaction, reinforcing luxury standards without compromising authenticity
Your AI-Ready Content Checklist
As AI increasingly shapes how people discover and evaluate brands, your website content needs to do more than just rank well - it must be structured for how language models read, interpret and respond. This is equally useful for SEO discoverability - two birds, one stone!
It all starts with clarity: using straightforward language, logical headings and answering specific user questions.
It also means applying schema markup and maintaining fast, technically sound pages so AI tools can easily analyse your content.
Building credibility is equally important. Brands that demonstrate authority, through citations, expert authorship and high-quality backlinks, are more likely to be referenced by AI systems.
Lastly, ensure your tone reflects how people actually speak. Many AI prompts are phrased as natural questions, and your content should mirror that conversational style.
Why Traditional SEO Alone Isn’t Enough Anymore
For years, traditional SEO - optimising keywords, backlinks and site structure - has been the backbone of digital marketing. But the rise of AI-powered search and large language models means the game is changing fast.
Today, it’s not enough to simply rank on page one of Google. Increasingly, users expect instant, conversational answers delivered by AI tools that often summarise or synthesise information from multiple sources, sometimes without even linking back to original websites.
This creates new challenges for brands seeking visibility. Without a strategy tailored to AI discoverability, companies risk losing out on valuable touchpoints with potential customers. To compete in this evolving landscape, brands must broaden their approach, combining traditional SEO with content optimised for AI understanding, rich contextual signals, and authoritative storytelling that earns trust both from humans and algorithms alike.
Final Word: Prepare Your Brand for the AI Search Future
The way people search for information is evolving at an unprecedented pace, with large language models and AI-driven tools reshaping discovery and decision-making. For brands in design, luxury, architecture and beyond, this shift presents both challenges and opportunities. Success will come to those who embrace AI not as a threat, but as a powerful new channel to engage audiences through authentic storytelling, clear messaging and trusted expertise.
By investing in AI-ready content, adopting new optimisation strategies, and maintaining the highest standards of digital presence, companies can ensure they remain visible and relevant in this rapidly changing landscape. The future of search is here - now is the time to prepare your brand to be found, cited and celebrated in the AI era.
Need help making your brand visible in AI-powered search results? Get in touch with the Sandford Digital team to future-proof your digital strategy.
