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).
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
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.
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
See articles on a similar topic:
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.
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
Child with dyslexia. A therapist's guide for parents
patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
