po polsku
illustration: DALL-EIn the latest report "The New Search Reality: GEO, SGE – SEO in 2025" from Altavia Kamikaze + K2, a bold message emerges: the rules of digital visibility have changed, and brands that fail to adapt risk becoming invisible. As AI-powered tools like ChatGPT, Gemini, Claude, and Perplexity reshape how users discover information, a new metric dominates the landscape - Share of Voice (SoV).
What is Share of Voice (SoV)? It’s a marketing metric that measures a brand’s share of the total advertising space or conversation in a market or channel. It is expressed as a percentage, and shows how loudly a brand "speaks" compared to its competitors. SOV can exceed 100% when a brand generates far more buzz than its market share suggests. Through intense campaigns, viral content, or strong social media activity. In such cases, the brand captures a disproportionate amount of audience attention, effectively "stealing" communication space from its rivals.
SoV measures how frequently a brand appears in AI-generated responses within a specific category. Unlike traditional SEO, this is no longer just about keywords and backlinks - it’s about how AI understands, selects, and trusts your brand. In the AI search era, presence alone doesn’t count. Perception is everything.
Massive gaps, Fierce competition
The Chatbeat-powered study analyzed 2,000 brands across 40 categories and revealed massive disparities in SoV. The highest recorded score reached 791.34%, while the lowest dipped below 1%. With an average SoV of 59.25% and a median of just 40.34%, most brands - even those in the top 20 - struggle to maintain strong visibility.
| Brand | SoV (%) | Category |
|---|---|---|
| OLX | 791.34% | Classifieds |
| XTB | 738.08% | Investment Platforms |
| LELO | 418.23% | Erotica |
| mBank | 396.99% | Investment Platforms |
| Allegro | 332.70% | Automotive |
| Allegro | 303.02% | Classifieds |
| DOZ | 325.36% | Online Pharmacies |
These results show a new class of dominant players - either vast ecosystem brands like Amazon and Google or highly specialized companies that deliver context-rich, intent-matching content. The report also found that intense competition defines some categories, with margins between top players as narrow as 2–3 percentage points.
From visibility to credibility
AI doesn’t just display results; it makes recommendations. That’s a game-changer. According to Mateusz Rzetecki, SEO & Content Marketing Director at Altavia Kamikaze + K2, the future of SEO lies in credibility: “It’s no longer just about being visible - it’s about being trusted by the algorithm.” That means brands need consistent messaging, content relevance, and domain authority that models like ChatGPT can recognize.
Michał Sadowski, CEO of Chatbeat and Brand24, goes further: “We are witnessing the biggest tech revolution in decades. For the first time, Google is losing its search dominance. AI models are now the gatekeepers of brand discovery.” With ChatGPT generating nearly 5 billion monthly visits, how your brand appears - or doesn`t - in AI is now a business-critical issue.
Europe’s AI divide
The report also highlights a striking digital gap across Europe. While Denmark leads in AI adoption with 28% of businesses using it, Poland ranks near the bottom with just 7%. This underlines a serious risk: if Polish brands don`t invest in AI search optimization now, they may simply disappear from future digital conversations.
In the era of Generative Engine Optimization, brands must align with AI-driven discovery - or risk being left behind. The full report is available at https://k2precise.pl/raport-ai-search/.
COMMERCIAL BREAK
New articles in section Marketing and PR
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
See articles on a similar topic:
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
LabOOOratorium. Education, Business and Win-Win-Win Cooperation
fundacja OOO
How to combine diversifying activities in kindergartens and schools with setting innovative trends in education and social engagement of businesses? The educational foundation Ogólnopolski Operator Oświaty and the company Musicon show how to do it right.
When Will Every Advertisement Become... a Store? Omdia Forecasts
KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
