AUCKLAND, Today: AI tools like ChatGPT, Gemini and Claude are changing how people search — and brands need to keep up. A March 2025 IAB NZ study found 48.5% of Kiwis had used ChatGPT instead of Google at least once.
“More and more people seem to be either bypassing or supplementing their Google searches and turning to AI tools to ask for recommendations, compare options, or research problems they want to solve,” says HMC’s Heather Claycomb.
“But while search habits are evolving, many businesses aren’t being proactive to evolve their online content strategies to match,” she adds.
LLMs build answers from what’s already online. So if your brand’s info is messy or missing, it’ll show up that way in AI results.
“If you want to show up in your target audience’s AI searches, information about your business and your products needs to show up consistently, credibly, and authoritatively,” explains Claycomb.
“Media coverage, expert commentary, business information shared by third parties, and thought leadership content play a starring role in how AI platforms assess and recommend businesses.
“At HMC, we’re seeing that companies with strong messaging, a clearly defined brand voice, and a proactive communications plan better positioned to rank in AI-powered searches.” – Heather Claycomb
“At HMC, we’re seeing that companies with strong messaging, a clearly defined brand voice, and a proactive communications plan better positioned to rank in AI-powered searches,” she says.
Claycomb says it’s time to treat AI as an audience — and create content that speaks to it across trusted sites, not just your own.
“It’s no longer enough to post the odd blog sporadically or rely solely on paid ads. LLMs look for authority, credibility, and relevance over time. And they do not look at your ads,” says Claycomb.
“Natural, engaging language resonates with AI just as it does with real people,” she says. Think blogs, case studies and opinion pieces.
A July 2025 Muck Rack study found “more than 95% of citations come from unpaid media sources.” Most were earned, not paid.
Want to check how your brand shows up? Ask ChatGPT or Gemini how your business is perceived — just like a customer might.
“If you’re not happy with how you’re being cited, take a look at what your often-cited competitors are doing differently,” says Claycomb.
HMC breaks it all down in their latest CRUNCH podcast episode: Unlocking AI Search: How Your Brand Can Rise to the Top.
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