When ChatGPT launched in late 2022, it was widely understood as a writing assistant. That's changed significantly. Today, a large share of ChatGPT's 100 million weekly users are using it to research purchases, find service providers, and get recommendations.
Instead of searching Google and clicking through multiple sites, people ask ChatGPT a direct question: 'What's the best accountant for a small business in Manchester?' or 'Which AI visibility agencies are worth using?' ChatGPT returns an answer — not a list of links — and names specific businesses or types of businesses it considers credible and relevant.
If your business isn't one of them, you don't get a chance to compete.
AI search and your business
Why ChatGPT matters for your business
ChatGPT has 100 million weekly users — and a growing share of them are using it to find products, services, and businesses. If your business doesn't appear when they ask, you're invisible to a channel that's growing faster than any other.
ChatGPT is now a buying research tool
Why ChatGPT works differently to Google
Google returns ten results and lets the user decide. ChatGPT makes a recommendation. That difference matters enormously for businesses.
With Google, being on page two still gets you some traffic. With ChatGPT, if you're not in the answer, you receive nothing. There's no page two. The AI picks the businesses it considers most credible and presents them as the answer.
This means the cost of being invisible to ChatGPT is higher than the cost of ranking poorly on Google. And because most businesses haven't thought about this yet, the gap between those who appear and those who don't is widening.
With Google, being on page two still gets you some traffic. With ChatGPT, if you're not in the answer, you receive nothing. There's no page two. The AI picks the businesses it considers most credible and presents them as the answer.
This means the cost of being invisible to ChatGPT is higher than the cost of ranking poorly on Google. And because most businesses haven't thought about this yet, the gap between those who appear and those who don't is widening.
Key points
100 million weekly users — many researching purchases
ChatGPT is no longer just a productivity tool. It's increasingly a first stop for product and service research, particularly for higher-consideration purchases.
No page two — if you're not in the answer, you're not seen
Unlike search engines, AI tools provide a single curated response. The businesses not named in that response receive zero exposure from that query.
The signals are different — and most businesses have none
ChatGPT doesn't rank by backlinks or page authority. It uses a different set of signals — and most businesses have never heard of them, let alone acted on them.
What signals does ChatGPT use?
ChatGPT builds its recommendations from a broad sweep of web content — third-party sites, review platforms, directories, news articles, and your own website. It's looking for consistent, credible signals that a business is a legitimate, high-quality option for a given need.
This includes whether your business is mentioned on trusted third-party sources, whether structured data on your site clearly describes what you do, whether your name appears consistently across directories and review sites, and whether your content directly addresses the questions people are asking.
Businesses that score well on these signals appear in answers. Those that don't, don't — regardless of how good their product or service actually is.
This includes whether your business is mentioned on trusted third-party sources, whether structured data on your site clearly describes what you do, whether your name appears consistently across directories and review sites, and whether your content directly addresses the questions people are asking.
Businesses that score well on these signals appear in answers. Those that don't, don't — regardless of how good their product or service actually is.
Which businesses are most affected?
Any business where customers research before buying is affected — but some sectors see heavier ChatGPT research than others. Professional services (law, accounting, consulting, recruitment), e-commerce brands, travel and hospitality, financial services, healthcare, and software are all areas where AI-assisted research is already common.
Local service businesses are also increasingly affected. People are asking ChatGPT 'who's the best plumber in Bristol' or 'which estate agent should I use in Leeds' — and if you haven't built the right signals, you won't appear.
Local service businesses are also increasingly affected. People are asking ChatGPT 'who's the best plumber in Bristol' or 'which estate agent should I use in Leeds' — and if you haven't built the right signals, you won't appear.
Frequently asked questions
Does ChatGPT show my website in search results?
Not in the same way Google does. ChatGPT synthesises information from across the web and presents it as a direct answer. It may reference your website as a source, but more importantly it forms a picture of your business based on everything it can find about you — your site, mentions on other sites, reviews, directories, and more. If that picture is weak or unclear, you won't appear in recommendations.
Should I still invest in traditional SEO?
Yes — traditional SEO and AI visibility are not mutually exclusive, and a strong Google presence can contribute to AI visibility (since AI tools do read web content). But they require different strategies. Investing only in traditional SEO while ignoring AI signals means you're likely invisible in a fast-growing channel. The most effective approach addresses both.
How quickly is ChatGPT's role in buying research growing?
Rapidly. Gartner predicts that traditional search engine use will decline by 30% by 2026 as AI-assisted search grows. This doesn't mean Google disappears — it means the share of research journeys that involve AI tools is growing significantly, and businesses that aren't visible in those tools are missing a growing portion of potential customers.