AI Search Is Changing SEO

We noticed something strange in our analytics—and it changed how we think about search.

A New Traffic Source No One Was Watching

In mid-2024, we started spotting low-volume sessions from platforms like ChatGPT, Gemini, Perplexity, and Claude. At first, it looked like noise, just a handful of visits.

Then it wasn’t.

By early 2025, AI tools were sending measurable traffic and revenue across multiple clients. And it wasn’t just fluff traffic—it was high-intent discovery.

What we saw:

And none of these clients had done a thing to optimize for AI. It was just starting to happen.


LLM Sessions - Global Smart Home Brand

Global Smart Home Brand

LLM Sessions - Luxury Pajama Company

Luxury Pajama Company

LLM Sessions - Non-Profit Organization

Non-Profit Organization

LLM Sessions - Air Filter Company

Air Filter Company


Search Is Evolving: Fast

Google’s not gone—but the top of the funnel is.

Customers aren’t clicking through multiple links anymore. They’re asking questions naturally (natural-language) in tools like ChatGPT, Perplexity, and Gemini, and getting instant recommendations, not search results.

“What’s the best air filter for allergies?”
“What smart cameras work with pets?”
“What’s a good gift for a light sleeper?”

Unless your brand is cited in those answers, you’re not part of the conversation.

That’s why we started studying how LLMs find and surface product information, and where current SEO strategies fall short. Here’s what we uncovered:

LLMs still represent a small share of total traffic. But the growth curve is steep, the visibility is real, and the brands showing up early are gaining ground fast.

Adapting SEO for the Next Layer of Discovery

We’ve launched a new AI Search Optimization service to help ecommerce brands show up where discovery is already happening: in AI-generated answers.


AI search optimization focuses on making your brand and content discoverable within generative tools like ChatGPT, Perplexity, and Gemini, platforms that are quickly redefining how consumers explore products and make purchase decisions.”

Jon Nastor

Jon Nastor

Founder & Head of Strategy, DCP


While traditional SEO still matters, it no longer covers the full search journey. Today, buyers are discovering products through AI-generated recommendations, not just search result pages.

When someone asks, “What’s the best smart camera for pet owners?” or “Where can I buy luxury pajamas made from organic cotton?” AI tools provide a direct answer.

If your brand isn’t cited, you’re not seen.

To help brands stay visible across this new layer of discovery, we now offer:

You’re not replacing SEO—you’re expanding it.

AI search visibility is the next frontier. And we’re helping brands get there.

Start your AI Search Visibility Audit