po polsku
illustration: DALL-EAccording to the report "E-commerce Visibility in the AI Era IX 2025" prepared by TrustMate.io, companies must shift their strategy. Instead of fighting for clicks, they should focus on building credibility so that AI considers them worth recommending.
Modern models like ChatGPT, Gemini, or Claude do not show a list of search results. They provide a ready answer, created from synthetic analysis of data across the internet. The user doesn’t click but asks - and AI answers, often without giving a source. As data shows, this form of search is already reshaping the landscape.
| Indicator | Value | Source |
|---|---|---|
| Share of "zero-click" searches in the EU | 60% | TrustMate.io / Pew Research Center |
| Decline in use of traditional search engines by 2026 | 25% | Gartner |
| Drop in organic traffic after AI Overviews | 25-70% | The Guardian |
| Lower willingness to click after AI Overview | ~50% | Pew Research Center |
AI models do not operate like search engines. They judge. They analyze everything: publications, reviews, posts, but give the most attention to authentic customer opinions. According to Jerzy Krawczyk, CEO of TrustMate.io, these become the new currency of trust - because they are hard to fake and serve as direct proof of experience.
In the era of generative artificial intelligence, the GEO (Generative Engine Optimization) strategy becomes vital. Its goal is not to rank high on Google, but to appear in AI-generated responses. At the heart of this strategy lies the E-E-A-T model - experience, expertise, authority, and trustworthiness - originally created by Google but now recognized by all major language models.
Companies that want to stay visible should act systematically. The TrustMate.io report identifies three pillars of an effective GEO strategy:
- Create content that answers customer questions - publish case studies, tests, and analyses.
- Collect and verify reviews after every transaction - each review is a signal to AI.
- Implement structured data - it helps algorithms understand the content.
Having good reviews is no longer enough - they must be detailed, naturally written, and preferably enhanced with multimedia. TrustMate points out that thanks to intelligent system prompts, the average length of reviews in Polish e-commerce has increased from 20 to over 230 characters. Additionally, each review can include a photo, video, or translation, which significantly raises its value in the eyes of AI.
- AI is not a search engine. It’s a reputation engine - emphasizes Jerzy Krawczyk, CEO of TrustMate.io. - Artificial intelligence, an algorithm, won’t click a link. But it will remember what others said about your brand.
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