How ChatGPT is rewriting digital marketing rules

With generative AI on the rise, winning mentions is now the key to online brand visibility

The silent shift: people are shopping through ChatGPT

We’re no longer just searching—we’re talking. More and more consumers are shopping by chatting with large language models like ChatGPT, forcing digital marketers to evolve. Say goodbye to SEO-only tactics and hello to a world where brand mentions, reputation, and AI-readable storytelling take center stage.

This trend is explored in depth in a Fortune article by Stuart Dyos, who highlights how generative AI is reshaping not only the way people shop, but also how brands must be discovered online.

SEO is no longer enough—it’s time for mention marketing

Traditional SEO optimized for Google’s ranking systems. But LLMs like ChatGPT operate differently: they extract answers from third-party content, forums, social media, and product reviews.

To appear in these AI-generated responses, your brand must be talked about positively, consistently, and authentically across the web.

ChatGPT and Amazon: the emerging duo

According to the Datos data reported by Dyos in Fortune, from October to January Amazon was the top domain referred by ChatGPT search results, accounting for 9.13% of all traffic. A clear signal that AI-assisted shopping is gaining traction.

Even if Google claims search traffic isn’t declining, proactive brands are already adjusting their strategies.

The new frontier: brand reputation in the AI age

Christine Wetzler put it best: “Credibility is being built outside your site now.” So what matters is not just your homepage, but also what people—and AI—say about you online.

As Lauren Petrullo warns, “If your company isn’t correctly represented, AI will fill in the blanks—often inaccurately.”

The solution: brand storytelling, not keyword stuffing

Today’s priority is to craft a consistent, engaging brand narrative. Companies like Hawke Media are teaming up with AI specialists like Gumshoe to simulate and analyze brand mentions in thousands of AI conversations. This is the new digital battleground.