po polsku
illustration: DALL-EFor companies, this means one thing: classic SEO is no longer enough. Users no longer need to browse dozens of pages and compare reviews. Today, it’s enough to ask ChatGPT, Claude, or Google AI Overview. The answer? A condensed analysis of brands, models, prices, and features - tailored to budget and needs. McKinsey’s study shows that:
- 50% of users consciously choose AI as their main shopping tool,
- 44% name it as their preferred source of information (by comparison: only 31% choose traditional search engines).
This shifts the decision-making point much earlier - before the consumer visits a website or clicks on an ad.
Time for GEO, not just SEO
Classic positioning is not enough. Companies must invest in GEO - gen AI engine optimization. It’s a new approach to visibility in a digital world that is changing faster than ever. McKinsey recommends four actions:
- Presence analysis - checking where the brand appears in AI results and what it’s missing.
- Content adjustment - creating materials not just for the website but also for external publications.
- Language optimization - clarity, specificity, timeliness - that’s what AI expects.
- GEO team - companies should appoint a dedicated team combining marketing, SEO, and data.
For now, only 16% of companies track their visibility in AI. This is a huge opportunity for those who start now. The report`s authors - Elizabeth Silliman, Kelsey Robinson, and Julien Boudet - emphasize: AI has already changed consumer behavior. Soon, it may be making purchase decisions on its own. Brands that invest in visibility will gain an edge. Those that don’t - will vanish from users’ radar.
Visibility in AI is not a coincidence
AI does not work like a classic search engine. Algorithms draw from a wide range of sources - including forum content, articles, affiliate sites, and user reviews. As a result, even market leaders may not appear in AI-generated answers at all. According to McKinsey’s report:
| Type of content source | Share in AI results |
|---|---|
| Brands’ own content | 5-10% |
| External content (forums, reviews, affiliations) | 90-95% |
Lack of presence in these sources poses a real risk of losing customers. It’s worth noting that in many industries - such as finance, hospitality, or electronics - even the biggest brands do not appear in Google AI Overview answers, despite dominating in SEO.
Full analysis available at www.mckinsey.com
COMMERCIAL BREAK
New articles in section Media industry
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
Tags, hashtags and links in video descriptions. Youtube SEO after Gemini AI update [ANALYSIS]
BARD
Once, positioning a video on Youtube was simple. It was enough to stuff the description with keywords and wait for results. Those days are not coming back. In 2026, the algorithm is no longer a simple search engine that connects dots. It is the powerful Gemini AI artificial intelligence that understands your video better than you do.
See articles on a similar topic:
Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts
Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.
Yellow Press. What is Yellow Journalism?
Krzysztof Fiedorek
The terms "yellow press" and "yellow journalism" are often used pejoratively to describe journalistic practices focused on sensationalism, gossip, and emotions rather than objective facts. Let’s explore their origins, distinctive features, and impact on society.
The print media market 2025. Three global trends
Krzysztof Fiedorek
The market value is 359.53 billion dollars, yet the erosion is visible to the naked eye. The decline for newspapers will amount to -2.3 percent. Despite this, print retains strength: it generates 76 percent of subscription revenues and enjoys 82 percent consumer trust. The future of the industry is defined by hybrid strategies and niche specialization.
The Future of Journalism and Media. Predictions by Reuters Institute
KFi
74% of publishers fear a decline in search traffic. Paid subscribers are no longer growing as they used to, and relationships with tech giants are becoming increasingly complex. The report "Journalism, Media, and Technology Trends and Predictions 2025" forecasts what lies ahead for the media world in 2025.
