PETALING JAYA: Generative artificial intelligence (GenAI) is reshaping brand discovery, with visibility now dependent on how algorithms interpret diverse online ecosystems rather than traditional search rankings, says Perspective Strategies.
A study by the public relations and strategic communications agency found that GenAI recommendations can vary significantly depending on language and user behaviour, which raises the stakes for brands to deliberately adapt toward GenAI-driven search environments.
The report titled Navigating Influence in the Age of AI: The Malaysian GEO Perspective revealed that for many Malaysians, these systems are becoming the first stop for everyday decisions while increasingly taking on more major decisions.
“Search engines and social platforms had replaced editors as the main gateways to information, while search engines optimisation (SEO) and human key opinion leaders (KOLs) became central to visibility.“
Yet for all the technological change of the past two decades, internet search itself has been remarkably stable.
“It has evolved, but it has not truly been disrupted,” it said.
Andy See, managing director of Perspective Strategies, pointed out a significant shift in the matter of simple info direction, whereby today’s generation now leans towards ChatGPT for guided answers.
“A simple example: we used to say “Ask Google lah”, but today, we say “Ask ChatGPT lah,” he told StarBiz.
“This cultural shift reflects a broader move from search to conversation, with our own “pocket” KOL and experts projecting that GenAI search will overtake traditional search engines by 2030.
“Albeit, traditional methods of finding information online through search engines and social media have remained largely unchanged for many years, GenAI is now disrupting this landscape, ushering in a new era with a fresh class of KOLs.”
The report highlighted GenAI’s growing role in determining how responses are generated for user queries.
“GenAI platforms such as ChatGPT and Gemini are not just new search tools: They behave more like advisers, interpreting information, weighing signals and offering recommendations based on what they consider credible,” it said.
Visibility is no longer just about SEO but an addition toward recognising credibility if the information source is credible enough to be included in its answers.
“Instead of competing for Google’s first page, brands are now competing to be referenced by GenAI.
This, as a result, has given rise to a new practice called generative engine optimisation.
“In simple terms, it is about making sure your content, platforms, and third-party proof are clear, consistent, and easy for GenAI to trust,” it explained.
The simplicity demanded by AI itself narrows down to clarity and consistency, which eventually goes detected as “easy to trust”.
The report noted that GenAI is becoming the first point of reference for unresolved or low-information users to decisively form opinions about brands, products, and discerning issues.
“This means brands no longer have full control of their own first impression.”
On top of this, brands are no longer the sole arbiters of their own narrative, now with GenAI consistently favouring independent or user-generated sources that resonate strongly with user trust and behaviour.
“Brands must shift from broadcasting their story to creating an information ecosystem that enables GenAI to advocate authentically.
“Because GenAI interactions are co-created with users, they can end up in a ‘rabbit hole’ shaped by the platform’s worldview, persona, and limitations.”
See added that the rise of GenAI also elevates the role of public relations and communications through long-term influence rather than short-term visibility.
“Reputation management in this day and age now extends to how your brand or organisation is presented by these GenAI platforms, and how it is presented to users at critical decision-making moments.”
