Owned content establishes a brand's credibility in AI search, but third-party validation is crucial, accounting for 85% of brand mentions. Successful brands balance on-site authority with off-site recognition, leveraging external validation through listicles and comparisons to enhance visibility in AI-driven commercial queries. A cohesive strategy that integrates both owned and earned channels is essential for maximizing brand recognition across different AI models.

Concerns about AI search negatively impacting website traffic may be overstated, as a study by NP Digital reveals that 55.5% of marketers report traffic increases since the introduction of AI Overviews. The research highlights a significant shift towards monitoring platforms like ChatGPT for search visibility, with many marketers adapting their strategies to align with the evolving landscape of AI-driven search features.