By Dorota Burzec, AI GP Expert

Introduction

Brands that spent the last two decades building recognition through Facebook, logos, SEO, and polished campaigns now stand at the edge of invisibility. The world is changing. We’re no longer searching — we’re asking AI.

And that changes everything.

Part I: The Post-Google Era

Not long ago, it was enough to be well-ranked on Google, have a decent website, a few lead magnets, an Instagram account and a newsletter. That generated reach, sales, and brand recognition.

Today?

People don’t type queries into search engines anymore.

Instead, they open ChatGPT and write:

• “Which brand offers the best solution for X?”
• “Who’s the expert on Y with real experience in Z?”
• “List companies that provide…”

If your brand isn’t in the answer, it doesn't exist.

And it won’t be, unless it’s been indexed by language models.

Part II: The Shift in Visibility

Google search was like a digital marketplace — you paid for a booth (SEO, Ads, content) and people walked by.

The new model — AI-first — is like being quoted in a book.