What every BBB Accredited Business must know... Now!
More than 700 people registered for an insightful BBB leadership webinar titled "From Hidden to Highlighted: Winning in Generative AI Search," presented by BBB partner BrandRank.AI.
The session provided critical insights and strategies for accredited businesses to adapt to the transformative impact of generative AI on search. As consumer preferences shift toward AI-powered answer engines like ChatGPT, Gemini, and Claude, businesses must take proactive steps to stay visible and relevant in the evolving "answer economy."
Organic search traffic could decline by 50% or more by 2028 as generative AI reshapes how consumers find information, according to a 2023 report by the research firm Gartner.
A growing concern: The generative AI disruption
During the webinar, 85% of the BBB Accredited Business attendees expressed concern about losing leads or clicks due to the rise of generative AI in search.
Of these, 16% reported that their businesses are already feeling the impact, while 44% are closely monitoring the situation.
Confidence in AI readiness
When asked about their confidence in being “AI ready,” only 5% of businesses reported feeling very confident, while 40% admitted they were “not confident at all.” Many attendees expressed uncertainty about what "AI ready" actually means.
The webinar emphasized a critical distinction between traditional search engine optimization (SEO) and answer engine optimization (AEO). While SEO focuses on driving traffic to websites, AEO delivers concise, authoritative answers that align with consumer queries. AEO prioritizes:
- Structured data and schema markup.
- Authoritative and trustworthy content.
- Concise, conversational FAQs tailored for AI engines.
Practical steps for AI search optimization
The webinar provided a roadmap for accredited businesses to thrive in the new search landscape.
Key steps included:
The "prompted moment of truth"
The webinar introduced the concept of the “prompted moment of truth,” where AI delivers a single, authoritative answer instead of a list of search results. For BBB-accredited businesses, this means the stakes are higher than ever.
For example, a Houston roofing company featured during the session successfully optimized its content by:
- Using schema markup to enhance AI discoverability.
- Highlighting customer reviews and testimonials prominently.
- Developing FAQs that directly addressed common consumer questions.
Next steps: Don't miss the next webinar!
Generative AI is not just a trend; it’s a fundamental shift in how consumers interact with businesses online. For BBB Accredited Businesses, adapting to this new reality is essential for maintaining visibility and trust.
Join us for our next AI Leadership Learning webinar, "Start with trust: Your key to winning in AI," on March 24, 2025. Register now at BBB.org/learning.
For additional support, watch the webinar recap to learn more and contact BBB for tailored resources to help your business succeed in the AI-driven marketplace.
Exclusive for BBB Accredited Businesses! Seats are limited, so secure your spot today! Not yet a BBB Accredited Business? You can still register with approval contingent on obtaining Accreditation before the event.
This session is free for BBB Accredited Businesses. Click to access the session. To obtain the password, please email learn@iabbb.org.