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
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
#POMAGAM2026 Can a New Year's resolution go viral?
wspieramy
Is a million good deeds a lot? Ten-year-old Emilka wants to find out. She just announced the I Resolve to Help campaign on the internet and urges everyone to make a unique New Year's resolution. That we help each other more often in 2026.
Dance in the media mirror. Between culture, business and viral fame
KFi
Over 78,000 media pieces, 1.6 billion potential views, and 197,500 social media mentions-dance in Poland is no longer niche. With a combined media value exceeding PLN 800 million, it now outperforms MMA, handball, and hockey.
See articles on a similar topic:
What to do when a child bites nails? Advice from a child psychologist
patronat Reporterzy.info
For children, nail-biting is often a way to cope with boredom or stress. However, our role is to intervene when we notice this habit, not only for aesthetic reasons but also to address potential underlying causes. What might these be, and what can we do?
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.
AI or human? Data on customer preferences in the US, UK, and Canada
KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.
