According to Auckland-based digital marketing agency Net Branding Limited, this emerging area of online marketing requires businesses to rethink how they present information online. “We recognised that AI assistants were beginning to answer questions differently from traditional search engines,” Mellett said. What AI Assistants Look ForUnlike traditional search rankings, AI assistants evaluate information differently. AI Visibility Complements SEODespite growing interest in AI search, Mellett stresses that businesses should not abandon traditional search engine optimisation. This process can reveal opportunities to improve online information while highlighting competitors that AI assistants currently consider authoritative.