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
Most influential women in polish marketing and business
Arkadiusz Zbróg, IMM
Joanna Malinowska-Parzydło, Dagmara Pakulska, Natalia Hatalska, Anna Ledwoń-Blacha, Monika Smulewicz, and Dominika Bucholc. This is the top of the list of the most influential women in marketing and business, developed by the Widoczni agency in cooperation with the Institute for Media Monitoring (IMM).
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.
See articles on a similar topic:
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
Repression Against Media: Committee to Protect Journalists Report for 2024
Krzysztof Fiedorek
In 2024, at least 361 journalists worldwide were imprisoned, often for exposing the truth. In China, reporters are tracked using advanced facial recognition systems, in Israel, Palestinian journalists are jailed without trial, and in Myanmar, journalist Shin Daewe received a life sentence for... a drone.
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Thanks to cooperation with the recruitment website Talent.com, the database of recruitment advertisements published in Reporterzy.info has been significantly enriched. We invite you to browse current job offers and internships in the media and advertising industry from the largest Polish cities.
Artificial Intelligence is ALREADY Outperforming Humans in Creativity
Krzysztof Fiedorek
ChatGPT, an AI model based on the GPT-4 engine, achieved better results than the vast majority of students in the standard Torrance Test of Creative Thinking (TTCT), which evaluates creativity. The study was conducted by researchers from the University of Montana.
