Businesses are rushing to get mentioned in AI-generated answers on platforms like Google, Perplexity, and ChatGPT. A group of new SEO startups is helping them stand out.
In the past, many companies relied on Google to reach new customers. They used SEO (search engine optimization) tricks to make sure their website showed up near the top when people searched online.
But things are changing because of AI. For example, websites like Kayak and Chegg are seeing fewer visitors from search engines. A recent study shows that around 60% of searches on Google now end without anyone clicking a link—they just read the AI-generated summary at the top. One cybersecurity company said its website traffic dropped 10% this year. “The old SEO methods just aren’t working anymore,” one executive told Forbes.
Now, instead of writing content to rank high in traditional search results, businesses are trying to figure out how to appear in AI-generated answers on tools like Google’s AI Overviews, Perplexity, and ChatGPT. They’re also creating new types of content designed specifically for AI systems to find. New startups have popped up to help with this.
“This is a major power shift,” said James Cadwallader, CEO of Profound. His company helps clients like U.S. Bank and Indeed see how often their brand is mentioned in AI responses. “People don’t need to visit websites anymore. These AI tools are taking over the connection between companies and users.”
Kleiner Perkins, a big investment firm, sees this as a serious issue. It led a $20 million funding round for Profound, which is less than a year old. Nvidia and Khosla Ventures also invested, giving the startup a value of over $100 million.
To help companies, Profound uses AI to ask thousands of sample questions like “cheap football cleats” or “best phone for a teenager” and sees which brands show up most in the answers. It also tracks which pages on a brand’s website are being scanned by AI.
Then, it checks how the brand is being described—positive or negative—and gives tips on what to change. This could include using certain keywords, changing layout or structure, and adding helpful data for AI bots. Sometimes, Profound even uses AI to write content made specifically for AI tools to find and use.
Published: 23th June 2025
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