Search Engine Optimization (SEO) aims to improve website positioning in search engine results, such as Google. However, data shows that the way people browse the internet has changed, especially in recent years. We have entered the era of AI search optimization.
It is important to emphasise that SEO will not be replaced as a marketing strategy, but it must evolve to take into account the new ways users interact with content on the internet. Doing so is imperative, as ignoring this shift may lead to a loss of engagement, competitiveness and visibility.
In this article, we will discuss how generative AIs are taking on the role of traditional search engines, how companies can adapt to this new reality, and the importance of relying on SEO experts in Latin America more specifically.
What Are Generative AIs?
ChatGPT is a strong reference within its respective field. It was the first generative AI application based on a large language model (LLM) presented to the general public in November 2022. Its success was immediate, becoming the internet application that reached 100 million users in the shortest time on record.
Large language models differ from earlier AIs in that they are not trained for any specific task, but rather are able to perform a wide range of functions. They are trained on billions of data points, such as texts available on the internet, books, public social media posts, image databases and public domain images.
Why Are People Using AI to Search?
Although AI-based search is a growing trend, traditional search engines are still used for the vast majority of internet searches, so it is not yet time to declare the “death” of traditional SEO.
However, it is still important to adapt to this trend, even to get ahead of the competition in optimising content for AIs. But why are more and more people using these tools to search? A study conducted by Conversion in partnership with ESPM, called “Artificial Intelligence Research 2025”, presents some interesting data on the reasons:
Searching for faster, more direct answers
62% said that the way AI applications deliver search results is easier to understand, as they come in a more user-friendly format, like a conversation.
Explaining complex concepts or topics
51.9% prefer the way AIs explain topics, creating a simple narrative with readily available information.
Generating ideas or creative inspiration
49.7% use AI as a source of inspiration instead of “digging through” search engine content to find ideas.
Technical or programming queries
25.8% prefer using AIs to get answers to their questions on the field of information technology.
These are some of the main reasons why more users are turning to AI instead of search engines. This data refers to Brazil. As it is the largest market and the country responsible for nearly one-third of the region’s population, it can help us understand Latin America more broadly.
Interestingly, what the data reveals is that AI’s differential lies more in how the information is delivered rather than in the content itself. AI tools don’t solely provide answers based on keywords, but also take into consideration the entire context of the question, as well as the intent behind the initial search.
In addition, this new way of searching brings more relevant, immediate answers, without requiring users to click on links to access the content.
How Should Companies Carry Out AI Search Optimization?
The adoption of AI-based search is very recent, and for this reason it presents an opportunity for businesses to get ahead in AI search optimization. Indicators are still being amassed, but there are already studies that provide guidance for what is being called Generative Engine Optimization, or GEO. Let’s look at some tips for AI search optimization:
• Citations of relevant sources: As AIs must justify the information they present, texts that include citations from relevant sources on the subject have a higher chance of showing up.
• Inclusion of statistics: AIs also seem to favour texts that present data with statistics, so supporting your text well increases the chances of it being used by an AI.
• More persuasive and authoritative tone: Content written in a more persuasive style and positioned as an authority in the field is favoured by AIs.
These methods have shown a 30% to 40% increase in the likelihood of content being used in AI responses and, consequently, in the exposure of your website through the use of these tools.
However, it is vital to remember: SEO is still extremely relevant for search optimization, as one of the main indicators of a content’s authority and relevance is its ranking in results from major search engines.
The Importance of Relying on a Specialist in the Latin American Market
Another factor that improves the chances of content being used by AI lies in its fluency, readability and clarity of text. Since Latin America is a region boasting a wide variation in language and dialect, it is important that your content takes these cultural nuances into account.
Within the region, this adaptation in writing style and native language can lead to an increase in the chances of your content being optimized for AI search of anything between 15 to 30%.
The New Era of Internet Search
As we have seen throughout the article, SEO is not finished, but it must now take into account the new forms of search that users are adopting. GEO can be considered a new tool added to the kit aimed at improving the positioning of your content on the web.
More specifically, the importance of relying on an SEO specialist in Latin America has been demonstrated, as clarity and cohesion in writing, as well as local expertise and knowledge, are extremely important for AI search optimization.
