Generative AI is changing how organisations are discovered, evaluated and compared. What was once a primarily keyword-led activity is becoming a more interpretive, AI-mediated process, where systems synthesise information and present answers directly to users. Deloitte’s 2025 Connected Consumer research shows that more than 50% of consumers are now experimenting with or regularly using generative AI tools, signaling that AI-assisted discovery is moving rapidly into the mainstream.
At the same time, search behaviour is becoming more fragmented. Discovery journeys now span traditional search engines, social platforms, creator content and conversational interfaces. Deloitte’s 2025 Digital Media Trends research highlights how younger audiences, in particular, increasingly rely on platform-native search and recommendations rather than visiting brand websites directly. As a result, visibility is no longer determined solely by rankings on a results page, but by how effectively a brand’s information is interpreted and surfaced across a wider ecosystem.
According to Mourad Bel Hadj, Senior Manager - Marketing & Commerce at Deloitte Digital Netherlands, this shift requires a reassessment of how brands approach findability. “We are moving away from optimising for clicks and toward optimising for understanding,” he says. “When an AI system generates a response, it draws on content it can interpret and trust. Brands need to ensure their information is clear, current and structured in a way that supports that process.”
This has important strategic implications. Generative AI increasingly shapes early-stage exploration, comparison and validation, often before a user reaches an owned channel. Traditional measures such as share of search remain relevant, but they are no longer sufficient on their own. Leaders need to understand how and where their brands appear within AI-generated responses, recommendations and summaries, particularly in moments that influence decision-making.
There are also practical considerations. Becoming “AI-ready” is not a single initiative, but a set of ongoing actions. Organisations need to review how content is created, structured and governed, from product information and FAQs to thought leadership and customer support. Metadata, taxonomy and signals of expertise play a large role in determining whether content is surfaced accurately. As Bel Hadj notes, “Clients are increasingly asking how they can benefit from AI-driven discovery while maintaining confidence in how their brand is represented. That requires strong foundations and clear governance, not just new tools.”
The impact of these changes varies by sector. Consumer brands may see generative AI influencing product discovery and comparison earlier in the purchase journey. In B2B contexts, where decisions are higher risk and cycles are longer, credibility and depth of expertise become even more critical to visibility. Public-sector organisations face a different challenge again: ensuring authoritative information is prioritised in environments where AI systems may also surface less reliable sources.
Where leaders should focus now:
- Assess how your brand comes across in AI-generated search results – is it in line with your brand’s positioning and how you want your (potential) customers to perceive your brand?
- Prepare content for AI comprehension and citation by improving clarity, structure and trust signals to increase control of how your brand comes across on GenAI platforms.
- Strengthen governance and responsible-AI processes by defining clear accountability, guardrails and human oversight to ensure accurate, attributable and brand-safe content in AI-generated search results and answers.
“The organisations that act now will be better positioned as discovery continues to evolve,” says Bel Hadj. “This is no longer a niche concern for commercial teams. It’s a strategic opportunity for marketing and digital leaders.”
Want to learn more about how your organisation can adapt to be ready for AI-first search? Get in touch with Mourad Bel Hadj, Matthieu Raverdy or Morris Boermann – their contact information can be found below.
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Mourad Bel Hadj
Senior Manager with 15 years’ experience across advertising, technology, and digital strategy. Specialises in integrated communications, search and performance optimisation, and data-driven growth. Leads cross-functional teams to deliver ROI-focused campaigns through advanced audience strategy, programmatic buying, CDPs, and robust measurement frameworks. Experienced in driving digital transformation by connecting media, data, and technology to shape effective strategies and navigate the evolving future of search and digital discovery. Passionate about mentoring talent and driving sustainable growth.
Morris Boermann
Morris is a seasoned strategy consultant who leads the Customer Strategy practice at Monitor Deloitte in The Netherlands. He is a passionate believer of data-driven decision making and is considered one of the thought leaders of Generative AI within the Consumer Industry. With over 10 years of experience, Morris has collaborated with consumer leaders across the globe, driving impactful engagements focused on deriving actionable strategies from data and analytics. As we enter the age of (Gen)AI, Morris is filled with excitement about the immense possibilities and critical considerations that this technology brings. Morris's accomplishments extend beyond his professional role. He is a respected researcher and has authored three influential studies, including a highly recognized publication on Connected Stores. This study received media attention and Morris had the opportunity to present his findings at NRF '18 in New York. His deep analytical expertise, financial acumen, and unwavering customer focus make him a valuable asset to any organization seeking to drive business growth and enhance customer satisfaction.
Matthieu Raverdy
Senior marketing leader with over 15 years of experience building digital marketing and ecommerce strategy, leading cross-functional teams, and scaling marketing operations across EMEA, NORAM and APAC. He helps brands bridge marketing strategy and execution — turning complex, multi-market challenges into simple, effective operations. He has led multiple marketing transformation projects in retail, consumer business and healthcare industries.