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.
COMMERCIAL BREAK
New articles in section Marketing and PR
What affects our purchasing decisions? The KONSUMER 2026 study
Michał Mystkowski, Berry Kolektyw Kreatywny
Grandma watches TikTok before sleep. A father in his fifties types into Google "will AI take my job?" A thirty-year-old woman postpones having a child but buys a weekend trip "to take a breath for a moment". A twelve-year-old asks ChatGPT about a dream job and tries to convince parents to buy another game skin.
Rules of SEO in the AI era. The end of FAQ rich results and spam
Sandra Kluza, Harbingers
Google is increasingly distancing itself from AI hacks and reminding us that quality content, technical site availability, and user utility remain the foundation of visibility. AI Search does not replace SEO.
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
See articles on a similar topic:
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
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.
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
