Generative AI-powered chatbots: A new risk to online reputation

Last month, I came across an intriguing post on LinkedIn. Amongst the usual flurry of self-promotional content, a UK-based SEO agency owner shared that they had landed a new client. The catch? The client found them through ChatGPT – a market-leading Generative AI-powered chatbot created by AI research organisation OpenAI. Specifically, the client had used ChatGPT to search for recommendations, and the agency’s name came up as the top suggestion.

This got me thinking. For the past year, businesses have predominantly seen Generative AI-powered tools as internal productivity aids – powerful applications designed to streamline workflows and save time. Leading companies such as McKinsey & Company and Salesforce have highlighted the efficiency gains these tools offer, with reports predicting significant boosts in workplace productivity over the coming years. 

While the focus has been on how businesses use these tools, less attention has been paid to how others use them to learn about businesses.

Consider this: In October 2024, according to SimilarWeb, ChatGPT attracted 3.7 billion visits, making it the 8th most-visited website globally. Within just two months of its launch, it is estimated to have amassed 100 million monthly active users, according to Reuters. 

To put that into perspective, it took Netflix 3.5 years to hit only 1 million users, according to the Times of India.

These Generative AI-powered chatbots are some of the most impactful advancements in AI, and their influence isn’t slowing down anytime soon.

There appears to be a growing segment of users now turning to Generative AI not just for task assistance but to find answers – marking a significant shift in the search landscape.

Rather than scrolling through endless links on Google, users increasingly look to Generative AI for concise, tailored responses. Generative AI-powered chatbots, like ChatGPT, use advanced algorithms combined with extensive training data and, in some cases, live internet searches to deliver responses to users. 

In the example I mentioned earlier, instead of using Google, the client relied on ChatGPT to identify the right service provider.

Why Does This Matter for Businesses?

For businesses, this shift has significant implications. Traditional SEO strategies, which focus on optimising for Google’s algorithms, no longer suffice. If your content doesn’t directly address users’ questions or provide clear, relevant information, it might not be featured in the AI’s response – even if your website ranks high on Google.

In essence, it’s not about being the loudest voice online; it’s about being the most purposeful. Generative AI prioritises content that demonstrates clear intent and relevance over content that is simply optimised for visibility.

The Risks and Opportunities

While the potential of Generative AI to act as leverage for visibility is exciting, there’s a flip side: what happens when these tools don’t accurately represent your brand? At Tyde.AI, we’ve been approached by businesses concerned about inaccurate or negative outputs from AI chatbots. Unlike traditional digital channels, you can’t directly edit what ChatGPT says about you (even in situations where it’s clearly an error).

That said, businesses can influence how AI tools perceive them. The key lies in creating content that clearly communicates your organisation’s purpose and values. For example, if an AI tool portrays your company as indifferent to an issue like women’s rights, simply talking about your stance isn’t enough. You need to back it up with tangible actions taken as a form of evidence and make that information easily accessible for people as well as Generative AI models.

Content types and format also matter. Generative AI prioritises certain types of information over others, so ensuring your content is structured in a way that these models know they can trust and process effectively is essential.

The shift from traditional keyword-based search to conversational AI-driven search marks the beginning of a new era. Users are increasingly seeking direct answers rather than wading through search engine links. Businesses that fail to adapt risk being left behind.

While advanced tactics like prompt injection – manipulating AI outputs – or other more forceful methods attempt to temporarily hoodwink the AI (and the user of it), the real focus should be on the fundamentals: aligning your content with user intent and optimising it for the way Generative AI retrieves and learns from data.

We’re at the dawn of a new era of search and discovery. Traditional SEO is evolving, and businesses must rethink how they shape their online presence. At Tyde.AI, we are committed to helping businesses navigate this shift, empowering them to tell their brand stories effectively in this new, AI-driven world.

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