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
Investigative journalism in Europe. Newsrooms face pressure
KFi, Newseria
Media and political representatives point to the difficult situation of investigative journalism in Europe. Newsrooms are reluctant to invest in this segment due to high costs and the large amount of time and effort required. Most of all, however, they fear legal proceedings.
Energy under attack. Disinformation threatens Poland’s power transition
KFi
One in five online messages about energy may be fake. Between 2022 and 2025 nearly 70,000 publications warning and condemning disinformation in this strategic sector were recorded in Polish media. They generated a reach of 1.19 billion impressions.
How to silence fake news? Young Latinos support internet censorship
Krzysztof Fiedorek
In Brazil, a court shut down platform X, cutting off 40 million users. In Colombia, 70% of citizens want information control, and in Chile, 75% of young people support censoring fake news. Is information security replacing freedom of speech as a new trend? [STUDY]
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The Podcast Market in Poland. Research by Wprost and Tandem Media
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According to the Belarusian Association of Journalists, around 554 journalist detentions occurred in Belarus between August 2020 and July 2023. Criminal charges were brought against 73 media workers, and 33 of them remain in prison to this day.
Greenwashing storms media in Poland. Business feel the impact too
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A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.
