AIO: how AI became the new search results

Users increasingly get answers without opening a single website: the answer is composed by ChatGPT, Perplexity or Google's AI summary. AIO is the work of earning a place in that answer.

How user behaviour has changed

The classic funnel of 'query → ten blue links → click' is no longer the only path. A significant share of commercial queries — 'which service to choose', 'best contractor for task X' — are resolved directly in a conversation with an AI. A brand absent from those answers simply doesn't exist for a portion of the audience.

The mechanics of getting into an AI answer differ from traditional ranking: the model relies on sources it 'trusts' — recognisable entities, consistent mentions, structured data and content that is easy to cite.

How AIO differs from SEO

• SEO fights for a position in the results; AIO fights for a mention and recommendation in the answer itself.
• In SEO the signals are links and behavioural; in AIO they are supplemented by brand data consistency, citability and E-E-A-T.
• SEO is measured by rankings and traffic; AIO is measured by share of voice in answers across the prompt map.

What AIO work consists of

We break it into four layers: technical accessibility for AI crawlers (including llms.txt and Schema.org), content that answers questions completely and structurally, external expert confirmation — mentions on platforms where models source facts — and continuous citation measurement.

Where to start

Start with an audit: check how AI systems answer 30–50 key prompts in your niche and whether they mention you. Our AI checker — it will show your current AIO score and growth opportunities.