Jeffrey Herzog, CEO of media and technology company Avenue Z, is a digital pioneer, driving results for over 70 Fortune 500 brands.
In 1998, Google was just getting started, and I was building one of the first digital agencies focused solely on search engine optimization (SEO). Back then, SEO was a new language, and I helped write the first chapters of it.
Fast forward to today: We’re in the midst of another seismic shift. AI is completely redefining search. ChatGPT, Gemini, Perplexity and others are reshaping how we access information. Once again, I find myself at the forefront of a new era. This time, it’s called AI optimization—or AIO.
The Shift From SEO To AIO
In the early 2000s, SEO was a technical craft. You could rank higher by optimizing your site’s architecture, dropping in the right keywords and acquiring backlinks. It was measurable and formulaic, and results came relatively quickly if you knew what you were doing.
Today, AI-powered search engines don’t operate on the same rules. Many AI tools synthesize results in real time. They answer questions in natural language. And they’re increasingly becoming the first point of contact between users and brands.
This evolution demands a new discipline: AI optimization.
AIO Isn’t SEO
AIO isn’t a replacement for SEO—it’s the evolution. Rather than optimizing for search engine rankings, AIO focuses on how large language models (LLMs) interpret, prioritize and present information. It’s no longer about being first on a list—it’s about being selected as the answer. I’ve found this shift demands a new approach centered on relevance, credibility and structure.
Relevance Over Rankings
Traditional SEO was about climbing search engine results pages. But AI-generated answers are synthesized—there’s no list to climb.
Take product queries, for example. When someone asks for the “best budget wireless headphones,” specific brands show up in AI summaries. I don’t think this is because of keyword tricks, but likely because of reviews, specs, press coverage and consistent sentiment that AI models have learned to trust.
For marketers, this means content must show up everywhere the AI is looking. Visibility now depends on reach across all relevant surfaces—from The Wall Street Journal and Reddit to customer review sites. If the AI can’t find you, it can’t recommend you.
Trust Signals
My team has found that AI relies on trusted sources, such as structured citations, expert commentary and high-authority coverage. For example, when it comes to health queries, I’ve noticed AI tools frequently cite Mayo Clinic, WebMD and Harvard Health. These sources have earned trust at scale and structure their content in machine-readable ways.
For brands, the lesson is clear: Visibility requires structured credibility. That means investing in high-quality PR that earns meaningful mentions in reputable media. This is about being cited and contextualized in places AI recognizes as authoritative. In an AI-first world, PR isn’t just a brand play—it’s core to discoverability.
Semantic Structure
To appear in AI responses, content must be built for machines. That means schema markup, internal links, entity tagging and alignment with LLM-friendly knowledge structures.
I think IKEA is a strong example: Their product pages include clean descriptions, rich metadata, FAQs and specs—the information is structured for clarity. So when AI is asked about “durable budget bookshelves,” IKEA often appears in the summary—organically.
Many brands aren’t architected for this. And as LLMs evolve, so do the standards for what’s visible. That’s why businesses need to understand technical optimization and stay agile as these platforms change.
The Challenges Of AIO
Some of the challenges with AIO are in the following:
1. Traffic Shifting, Quietly: Some brands are seeing a drop in organic and paid search traffic, while AI agent referral traffic is on the rise. In my view, it’s not yet lawsuit-level, but the signals are too big to ignore. The landscape is changing fast.
2. Ranking In The Dark: Many LLMs hold their ranking criteria under lock and key—it’s a unique competitive advantage in this AI search arms race. Without visibility into exactly what moves the needle, the only way to AIO is the hard way. Reverse-engineering your way to the top and procuring high-impact PR coverage from trusted sources takes time.
My Predictions On What’s Coming Next
1. Traditional search could fade.
Already, I’m seeing users bypass traditional search for tools like You.com or directly querying ChatGPT for travel tips, recipes and product recommendations.
Expedia is integrating ChatGPT into its user experience, letting travelers get personalized itineraries without needing to run 10 separate searches. I think this is a signal of where we’re headed.
2. New business models will likely emerge.
Just as Google introduced pay-per-click (PPC) to monetize search, AI search will likely bring new ad formats. Early indicators are showing up in platforms like Jasper and Copy.ai, which can help offer sponsored content suggestions.
Imagine a future where your brand doesn’t bid for ad placement, but pays to be part of the LLM’s training data or shows up in AI-powered buying guides. Companies that understand and prepare for this model now could have the edge.
3. Hyper-personalization will rule.
AI search is dynamic and personalized. No two users see the same answers because no two users behave the same way.
Spotify’s Discover Weekly and social media algorithms have already proved how much personalization boosts engagement. Brands’ ability to show up will likely depend not on what they say—but how relevant it feels to each individual user’s context.
Why This Feels Like 1998 All Over Again
There’s a certain energy in the air—like the early internet days. It’s uncertain. It’s fast-moving. And it’s filled with opportunity for those who are willing to experiment, fail and iterate quickly.
Back then, we didn’t have a roadmap. We built it as we went. This moment feels the same. The shift to AIO isn’t a minor update—it’s a massive shift happening in real time. Those who move now will shape the standards everyone else follows.
Just like SEO was a defining skill in the 2000s, I believe AIO will be the must-have capability for the next decade. It’s the new foundation for digital influence.
And this time, we all have the chance to get in early.
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