121 place 2

413 Beyond the click: How brands can influence visibility in AI-generated answers

The Next Web
Paula Cionca @ The Next Web 3 place · 01/29/2026 06:24 EDT

The way people discover information online is quietly but fundamentally changing. Instead of scrolling through links and choosing which article to open, users are increasingly asking large language models to answer directly. Tools like ChatGPT and Perplexity don’t send people browsing; they synthesise information from multiple sources and deliver a ready-made response inside the interface. For brands and publishers, this creates a new problem: what does visibility mean when nobody clicks anymore? The declin

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