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21.07.2025 Marketing and PR

The future of search is now. How AI is reshaping brand visibility

KFi

AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
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The future of search is now. How AI is reshaping brand visibilityillustration: DALL-E

In 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
OLX791.34%Classifieds
XTB738.08%Investment Platforms
LELO418.23%Erotica
mBank396.99%Investment Platforms
Allegro332.70%Automotive
Allegro303.02%Classifieds
DOZ325.36%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.

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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/.

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