In 2025, 72% of organisations are using AI in at least one business function. AI is revolutionising technology and the industry, with AI Optimisation (AIO) moving to the forefront of marketers’ minds.
But what is AIO?
Read on for our guide to AI Optimisation, how it differs from SEO and how you can optimise your site to rank for AI search tools.
AI Optimisation is the process of optimising your content so that it appears in AI-generated responses, for instance when you ask ChatGPT a question. While traditional SEO focuses on ranking in Google’s search engine results pages (SERPS), AI Optimisation focuses on making your content the go-to answer when users ask AI systems a question.
Search engines are still by far the most popular online search tools, with approximately 13.6 billion searches on Google every day. SEO is going nowhere and is still a critical piece of any marketing strategy. Optimising content shouldn’t mean choosing between SEO or AIO – and while AI Optimisation and Search Engine Optimisation follow similar techniques and strategies, AIO is changing the way content is optimised for AI-powered search tools.
With traditional SEO, the focus is on keywords, backlinks and optimising your page structure. With AIO, you need to make sure your content is easily understood, summarised and referenced by AI systems. How you optimise content for one directly correlates with the other, so a holistic, unified approach is necessary.
If you’ve ever used an AI tool like OpenAI, you’ll know it’s conversational in nature. Users ask questions and queries are matched with a conversational response. Creating content that directly answers a user’s how, what and why inquiry is an important piece of optimising for AI tools.
AI models rely on structured data to understand content, such as organisation details, services, FAQs and testimonials. Schema.org markup is a useful structured data vocabulary tool that can help enhance how AI engines and search engines understand the content on your site. Providing thorough, concise answers to commonly searched questions is more comprehensible for search engines and AI engines.
AI looks for trusted sources. Data-driven content like case studies, guides and articles establish your site as an authority boosting your chances of appearing in AI-generated answers.
Google’s search engine is now deeply integrated with its Gemini AI model, offering more interactive and contextual search results. AI-powered search now summarises search results in Google creating a more efficient answer for users.
Arguably the most popular AI search tool, ChatGPT is known for its conversational search, research assistance, writing help, coding support and more.
Known for its research-driven approach, Perplexity AI is a conversational AI search engine that provides direct, cited answers instead of traditional web links.
Microsoft’s AI-enhanced search provides direct answers, code generation and image creation via OpenAI’s models.
Optimising content for AI search tools is crucial in 2025 as AI-driven search engines change how users find and interact with information.
For many businesses, AI search tools offer another channel to promote your offering and gain brand awareness. AI optimised content offers a sophisticated marketing approach for companies looking to gain presence on a multitude of platforms.
With AI search growing in popularity every day, businesses must adapt to AI-driven algorithms to maintain visibility, authority, and engagement and stay ahead of the curve. AI-friendly content will continue to dominate search rankings.
As AI continues to influence digital marketing strategies, there’s one constant that never changes – quality content is king. The goal of all search tools is to provide users with the most reliable, original and engaging information that’s available.
Ai is captivating users in 2025 because of its ability to deliver the most helpful, human-based response. Machine learning models that generate content with user intent at the top of mind will take precedent as AI continues to evolve.
In an increasingly AI-driven search landscape, business must embrace AI Optimisation to enhance their visibility and stay ahead of the curve. Speak to the team to start planning your digital project and learn how you can optimise your site’s content for AI search engines.
