Google? Less and less. ChatGPT? More and more.
The shift is here. Where we used to open Google for research, ideas or inspiration, we now often start straight in ChatGPT. Not a list of links to sift through, but an answer with context and structure — sometimes already half worked out.
Across the industry, more professionals skip search and go straight to AI. This isn’t hype; it’s a fundamental change in how information is found and processed.
From searching to finding
AI assistants deliver ready-made answers, not just suggestions. Visibility is no longer only about ranking in Google, but also about being present in the knowledge that AI draws from. That calls for a new content strategy: away from generic SEO copy, towards distinctive, credible, human stories that both models and people trust.
What this means for marketing budgets
Many brands still spend big on Google Ads and Microsoft Ads. As attention shifts to AI, clicks will drop and cost per lead will rise. Forward-thinking teams are investing in content that’s recognisable, relevant and shareable, in thought leadership and brand salience — so people mention your name directly in their AI prompts.
Looking ten months ahead
Within ten months, AI will feel as normal in day-to-day workflows as email or WhatsApp. Brands that invest now in smart AI use cases and strong brand narratives will build a lead that’s hard to close.
The GBE approach
At GBE Creative Agency, we merge human creativity with the power of AI. From strategy to visual storytelling (including Midjourney), we help brands stay visible in a world where the search bar gives way to the chat box.
Frequently asked questions
Does Google still matter when people go straight to AI?
Yes. Discovery is fragmenting, not disappearing. Search, social, communities and AI answers now coexist. Plan for a mixed journey.
What changes for SEO?
Shift from keyword-heavy pages to source-worthiness: original insight, citeable facts, expert authorship, and clean site hygiene.
How do we show up in AI answers?
Publish distinctive, human expertise; structure content clearly; earn mentions and links; keep facts current. Models reward credibility and clarity.
Where should ad budgets move?
Balance lower-funnel search with brand building: editorial, PR, community, and owned data. Expect rising CPL in classic search while AI traffic grows.
How do we measure success without relying on clicks?
Track branded demand (direct, referrals), share of voice in press/communities, assisted conversions, survey-based recall, and qualitative feedback.
Do we need new tools right now?
Start light: editorial calendar, internal knowledge base, image/AV workflows (e.g., Midjourney), privacy-friendly analytics (e.g., Plausible), and governance.
What about accuracy and ethics?
Keep humans in the loop, validate facts, disclose AI use when relevant, respect privacy, and reflect your brand’s tone consistently.
What timeline is realistic?
Run a 90-day pilot, review, then scale. Within ~10 months, AI will be standard in daily workflows.
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