AIO vs SEO: Understanding the Role of All-in-One AI Optimization

Have you wondered what an AIO is? This question becomes more relevant as AI Overviews now appear in over 13% of Google searches – more than double compared to early this year. The search landscape shows a fundamental change in its operation.

SEO tactics no longer guarantee visibility by themselves. AIO in marketing (AI Overview Optimization) is a vital component for businesses aiming to stand out. A newer study, published in analyzing 700,000 keywords reveals AI Overviews capture 15.49% of organic clicks on average. Traditional “about me SEO” approaches must evolve to meet these changes. Google introduced AI Mode at the top of many search results in May 2025. This feature altered the map of user interactions with search engines. SEO prioritizes page rankings, while AIO ensures content appears within AI-generated answers. GEO (Generative Engine Optimization) enables engine brands to get referenced in AI answers and achieve rankings in AI search engines like GPT search and Perplexity.

AI Overviews target informational queries almost exclusively – 99.1% according to Ahrefs. The good news remains clear – people will always need answers to their questions, even if search engines disappeared tomorrow. Understanding how AIO and SEO work together becomes more significant now than ever. Your strategy needs adaptation to this new AI-powered digital world.

What is AIO and How It Differs from SEO

AIO marks a fundamental change in digital visibility strategies. Traditional SEO no longer tells the whole story. AIO (AI Overview Optimization) targets content placement in AI-generated summaries at the top of search results. This development needs new tactics and a fresh understanding.

Definition of AIO: AI Overview Optimization

AIO stands for AI Overview Optimization. It optimizes content to show up in Google’s AI Overviews and other AI-generated search summaries. Google’s Gemini model powers these AI Overviews by scanning the internet, creating summaries of relevant results, and linking to trusted sources.

The main goal of AIO is simple – get your content cited within AI-generated summaries rather than just ranking high in traditional search results. A newer study, published by Semrush shows over 13% of Google searches now display an AI Overview. This visibility matters more than ever to marketers.

AIO is different from traditional “about me SEO”. It puts clear, factual information first so AI can process and cite it easily. Rather than just looking at keywords and backlinks, AIO values content quality, semantic relevance, and authority signals that help AI models understand your content better.

SEO vs AIO: Intent, Output, and Visibility

SEO and AIO have fundamental differences in their targets and outcomes:

Factor	SEO	AIO
Primary Target	Google’s traditional ranking algorithm	AI-generated summaries and overviews
Content Goal	Rank high in SERPs with blue links	Get cited in AI-generated responses
Metrics	Rankings, organic traffic, CTR	AI answer inclusion, citation frequency
Content Approach	Keyword optimization, backlinks	Structured, factual, easily quotable content
User Experience	Users click through to websites	Users get immediate answers with source citations

           

High rankings alone don’t cut it anymore. A newer study of 700,000 keywords revealed AI Overviews take away 15.49% of organic clicks. Traditional SEO tactics need to adapt.

AIO prefers content that answers specific queries directly. The AI Overview model usually picks up the first couple of sentences after a title. This makes clear, concise introductions crucial.

On top of that, AIO rewards content with statistics, quotes, and an authoritative voice. Standard SEO approaches might not emphasize these elements as much.

Where GEO Fits in the Picture

GEO (Generative Engine Optimization) adds another layer to AI-focused visibility. While related to AIO, GEO targets generative search engines like ChatGPT, Perplexity, and Claude specifically.

People now ask questions directly to ChatGPT or Perplexity instead of using traditional search engines. These platforms skip the ten blue links. They give conversational answers based on their training data and live information.

Your site becomes invisible on generative engines without proper GEO. That’s why GEO emphasizes:

• Clear semantic dominance with consistently framed value propositions
• Question-answer formatting that makes content easy to quote
• Structured data that helps AI understand your content’s context
• Co-citation and contextual relevance

These approaches work together: SEO helps with traditional search rankings, AIO gets your content cited in AI Overviews, and GEO makes you visible in generative search engines. Together, they create a complete digital visibility strategy.

One expert puts it perfectly: “SEO was about being found. AIO is about being useful”. This shows the move from keyword-focused optimization toward creating valuable, AI-friendly content that truly helps users.

 

How AIO Works in AI-Powered Search Engines

Google’s AI Overviews and other AI search engines work differently from traditional search algorithms. I researched these systems to help you adapt your AIO marketing strategy.

AI Overviews in Google Search

Google created AI Overviews because search behaviors changed. These AI-generated summaries show up at the top of search results in “position zero” and take up most of the space above the fold. Users and marketers can’t miss them because of this placement.

AI Overviews show up in 59% of searches that ask for information and 19% that involve buying something. These numbers will grow as Google gets better at this technology.

AI Overviews are different from featured snippets. Featured snippets just copy text from websites. Google’s Gemini large language model creates detailed summaries that answer user questions completely.

Here’s how these overviews work with Google’s custom Gemini model:

• Makes searching easier by organizing information
• Solves complex questions step by step
• Shows where information comes from

People search more often and like their results better with AI Overviews, according to Google. Websites mentioned in AI Overviews get more clicks than they would from regular search listings.

Citation Mechanism in ChatGPT and Perplexity

AI platforms handle citations differently. ChatGPT and Perplexity both give sources, but they do it in their own ways.

Perplexity links to sources for everything and keeps your old searches in “Threads” in your library. The platform uses trust signals from Google, Bing, and its own web-crawling bots to pick trustworthy sources.

ChatGPT mostly uses Wikipedia, which makes up 47.9% of its main citations. This makes its citation range smaller than other platforms.

Each platform shows different patterns in their citations:

Platform	Citation Characteristics
Google AI Overviews	Even mix of sources, focuses on professional content (LinkedIn, Gartner)
ChatGPT	Prefers Wikipedia, fewer source types
Perplexity	Uses community sites like Reddit, Yelp and TripAdvisor

         

These citation patterns matter for AIO because they decide which content gets picked. Your content should match what each platform likes to increase visibility.

Role of Semantic Relevance in AIO

Semantic relevance now drives AIO. Traditional SEO focused on keywords, but AIO understands context and what users want through natural language processing.

AI systems pick content that shows:

1. Strong semantic connection and topic focus
2. Internal consistency
3. Matches with trusted concepts

This explains why AIO likes informational content that gives answers first. AI looks at how well content matches what users mean, not just the keywords they use.

Clear phrasing and standard terms are crucial for AIO marketing. These help AI systems understand meaning correctly and avoid mistakes. Content that uses common language patterns and answers likely questions has a better chance of appearing in AI responses.

This move toward semantic relevance marks a fundamental change from old SEO methods. Websites used to rank well just by being technically optimized. Now, content must give users what they want to appear in AI answers.

SEO Fundamentals That Still Matter in AIO

AI-driven search experiences are on the rise, yet many traditional SEO principles remain vital for AIO success. These foundational elements create the backbone of any effective digital visibility strategy, whatever you’re targeting traditional rankings or AI citations.

Crawlability and Indexing

Search engines must first find and process your content before it appears in AI Overviews. Your content becomes invisible to both traditional search results and AI systems without proper crawling and indexing. The process works simply – search engine bots systematically browse the internet to find web pages through crawling, while indexing analyzes and stores that information.

Here’s what matters most for AIO:

• XML Sitemaps: These work like roadmaps for search engines and list important URLs you want crawled. Google and Bing suggest using XML sitemaps along with RSS sitemaps for newer content.
• Clean Architecture: Your site needs organization so users reach pages within a few clicks from the homepage. Pages shouldn’t be deeply nested or become “orphaned” without internal links pointing to them.
• Robots.txt Management: This file guides crawlers about what they can and cannot access on your site. Wrong configuration might block critical content from AI consideration.

Pages that load fast, optimize for mobile, and allow crawling remain essential for AIO success. One expert puts it well: “AI tools don’t love your site because it’s flashy-they love it because it’s fast and functional”.

E-E-A-T and Content Authority

Google’s E-E-A-T principles have grown more important in the AI era. Google now calls trust “the most important member of the E-E-A-T family”.

Each component has a specific purpose:

• Experience: Shows first-hand knowledge or practical familiarity with the topic
• Expertise: Reveals deep understanding beyond simple research
• Authoritativeness: Shows recognition as a trusted source within your field
• Trustworthiness: Includes overall reliability of content, creator, and website

These elements help establish your content as citation-worthy for AIO marketing. Quality content gets more shares, earns organic backlinks, and improves engagement metrics like CTR and dwell time.

Your E-E-A-T visibility can improve by featuring author bios with credentials, citing reputable sources, encouraging positive user reviews, and maintaining transparent business information.

Internal Linking and Metadata Optimization

Internal linking powers both traditional SEO and AIO strategies through three significant functions:

1. Users and search engine crawlers can guide through your site
2. Page authority spreads throughout your content
3. Semantic relationships form between topics

A logical site structure, links to valuable content, and specific anchor text create effective internal linking. These practices boost traditional SEO and help AI systems understand your content’s relationships.

Your content hierarchy becomes clear through internal links. Google notices when one page gets 100 internal links while another gets just three, showing which content you value most. Strategic internal linking influences which pages AI systems might prioritize in overviews.

Schema markup helps AI understand by labeling your content’s context clearly. As one source notes, “Schema isn’t just helpful-it’s foundational. Structured data is one of the clearest signals LLMs rely on to interpret real-life relationships between topics, products, and entities”.

These SEO fundamentals create a strong foundation for AIO success when combined properly. Your content becomes more findable, understandable, and trustworthy to both human visitors and AI systems through correct application.

Technical SEO for AIO: Rendering and Schema

Technical elements of your website can make or break your AIO visibility. JavaScript-heavy sites face unique challenges to appear in AI Overviews and traditional search results. Let’s get into these problems and their solutions.

JavaScript Rendering Challenges

JavaScript rendering creates big hurdles for search engines and AI crawlers alike. Your site’s content might stay invisible to search bots if it relies heavily on JS frameworks like React, Vue, or Angular. This happens because many AI crawlers cannot execute JavaScript at all.

The rendering problem shows up in several ways:

JavaScript-loaded content takes by a lot longer to get indexed compared to plain HTML. One experiment revealed Googlebot needs 9x more time to crawl JS-based pages than regular HTML sites. This delay can wreck your AIO marketing efforts.

AI crawlers like those from ChatGPT, Claude, and Perplexity only capture the original HTML response. These bots miss your valuable content completely if it loads afterward via JavaScript. This creates a big gap between Google’s crawling capabilities and those of AI systems.

Slow rendering hurts user experience badly. One website’s traffic “plummeted to near zero” after switching to a JavaScript-heavy design because Google’s page test showed the pages as blank. Both speed and visibility matter equally for AIO success.

Using Prerendering Tools like Prerender.io

Prerendering gives you a powerful fix for these JavaScript challenges without rebuilding your entire site. Tools like Prerender.io help serve rendered content faster to bots and search crawlers.

The process works simply. Prerender creates fully-rendered HTML versions of your JavaScript pages before search engines ask for them. Your content appears instantly to crawlers instead of waiting in a rendering queue. The service delivers pages in just 0.03 seconds on average.

Prerendering matters for AIO because AI Overviews depend on Google’s Web Rendering Service. Your content might never surface for AI results without prerendering as it sits in a rendering queue.

One expert points out that “failed or delayed content rendering makes your website hidden from search and AI crawlers”. This affects not just your SEO but your AIO performance specifically – Google’s AI Overview might skip your site and pull summaries from competitors instead.

Schema Markup for FAQs and How-Tos

Schema markup works like a translator between your content and AI systems. It’s not a language but a “vocabulary” that helps search engines understand your content’s meaning. Two schema types are great for AIO marketing:

FAQ schema markup signals search engines that your content follows a question-and-answer format. This structured data helps Google display rich snippets with questions and answers right in search results. FAQ schema lets Google Assistant guide users through your Q&As on Google Home and smart displays.

HowTo schema gives step-by-step instructions that AI systems can process easily. AI models can quote your content word-for-word when generating answers thanks to this clarity.

These schema types matter a lot for AIO because Semrush found that 88% of queries that trigger an AI Overview are informational – exactly the type of content that FAQ and HowTo schemas structure best.

Tools like All In One SEO now make schema markup available to everyone. Their schema generator adds any schema type with a few clicks, no code editing needed.

Note that schema guidelines need exact matches with your content. Don’t try to “sculpt” what Google sees – this might trigger structured data spam actions. Include all your FAQs in the markup, not just selected ones, to get optimal results.

Content Structure for AIO Visibility

AI systems cite content based on specific formatting approaches. The way you organize information affects whether AI systems will reference your content. Proper formatting can significantly increase your chances of appearing in AI Overviews.

Answer-First Formatting

Your content’s most significant information should appear right at the start. AI systems pull the first one or two sentences after a heading for summaries. Each section should start with a clear, one-sentence answer to boost your chances of appearing in AI Overviews.

The best results come from:

• A direct answer that stands alone
• 2-3 short paragraphs of supporting context
• Significant information within the first 40-60 words

Search engines and AI crawlers respond well to this method. Google’s AI naturally looks for answers first – burying your main point six paragraphs deep means losing your chance.

Using Q&A and Bullet Lists

Questions and answers make it easier for AI to extract relevant information. Your H2 and H3 headings should mirror real user queries. This approach works well for both SEO and AI readability.

Bullet points offer three vital benefits:

1. Visual anchor points for readers
2. Quick digestion of key elements
3. Easy parsing of answer blocks for AI systems

Markdown syntax should format bullet lists properly. Clear section headings with H2s and H3s guide users and crawlers effectively. Comparison-based or step-by-step content works exceptionally well with tables or lists.

Short Paragraphs and Clear Headings

Short paragraphs enhance readability and reader engagement. Each paragraph should have 2-4 sentences maximum. Readers find this approach less intimidating and can skim through your piece easily.

Clear headings show content hierarchy. AI systems understand relationships between sections through proper H1-H6 structure. GenAI-based agents use this semantic structuring to find relevant information in appropriate sub-sections when answering questions.

Your heading structure should:

• Follow hierarchical order (H1 > H2 > H3)
• Use descriptive and keyword-rich text
• Put important words at the start

This approach lines up with AIO marketing’s new focus – changing from “about me SEO” to providing valuable, well-laid-out content. Clean semantic structure, internal linking around entities, and schema markup that talks to machines are vital parts of effective AIO tactics.

Note that well-laid-out content helps both human readers and AI systems. As one expert says: “Content structured well is easier for users and AI systems to process and understand”. These formatting strategies will boost your AI Overview visibility while making the user experience better.

Brand Positioning and Semantic Clarity in AIO

Brand positioning is crucial to AIO success and reaches past traditional SEO tactics. A clear brand identity helps AI systems correctly interpret and cite your content. Semantic clarity isn’t just a bonus-it’s essential to be visible in AI-driven search experiences.

Consistent Brand Messaging Across Pages

Brand consistency affects AIO visibility on every platform. Research shows that consistent brand presentation can increase revenues by up to 23%. This builds trust by showing reliability and professionalism.

Your brand’s message tells your core story and promise. Everything starts with values and goals that strike a chord with customers.

Here are the key elements you need for AIO-friendly brand messaging:

• Clear tone of voice that matches your brand personality
• Similar visual elements (logos, colors, fonts) across all pages
• Uniform messaging that reflects the same values everywhere
• Style guides that standardize all marketing communications

My experience shows that reusing content while keeping branding elements consistent creates recognition among returning visitors. AI systems see this recognition as a signal that your content is reliable and worth citing.

Avoiding Ambiguity in Product/Service Descriptions

AIO marketing depends on semantic clarity. AI systems need clear, unambiguous phrases to accurately understand meaning. Clear language reduces the risk of hallucination or misattribution when your content shows up in AI-generated answers.

Healthcare and other regulated industries need this clarity most. Credentials and service scope must be crystal clear. Vague language might lead AI systems to misinterpret qualifications or oversimplify complex services.

Legal content presents similar hurdles. AI systems can misinterpret complex, specialized language without proper structure. The answer lies in formatting legal documents and policy statements to cut ambiguity and boost contextual authority.

Co-Citation and Contextual Relevance

Co-citation boosts your brand’s position in AI systems when authoritative sources mention you. AI-generated outputs give more weight to content that lines up with related authoritative concepts.

AIO methods structure content to build contextual authority across vectorized knowledge graphs. This helps AI systems understand not just your message, but how it connects to established knowledge.

To position your brand effectively in AIO:

1. Identify your target audience first
2. Define your mission and values clearly
3. Create a positioning statement that’s concise yet powerful

As one expert noted, “If you can’t explain your positioning in 30 seconds, you don’t have one”. This fits perfectly with AIO-AI systems must quickly grasp what sets your brand apart.

Your positioning should show the competitive landscape from your customers’ view. Note that positioning goes beyond product features. It shapes how people think and carves out space in consumers’ minds.

Tracking and Measuring AIO Performance

Success measurement in AI search demands fresh approaches that go beyond traditional analytics. AI-powered search has grown more influential, and tracking content performance in these systems has become crucial to work in AIO marketing.

Manual Prompt Testing in ChatGPT

Direct testing of prompts in ChatGPT gives quick explanations about how AI systems interpret your content. This back-and-forth method helps polish how your engine brand shows up in responses. A table of contents for your tests will help you adapt to changing needs while keeping outputs consistent.

Your testing should start with clear goals. Do you need to check your brand’s appearance in recommendations? Or prove your content answers common questions right? Clear objectives will get you accurate responses that match your needs.

Your prompts should include:

• Testing type (brand mentions, competitor comparison)
• Specific areas of concern
• Relevant industry terminology

Look at the responses and tweak your prompts to be more specific or clear.

Using Tools to Track AI Mentions

New specialized tools now track brand appearances in AI-generated responses. These tools watch:

• Brand mentions in AI-generated responses
• AI’s source citations when talking about your brand
• Sentiment analysis of AI search results

Tools like SE Ranking’s AI Visibility Tracker show your brand’s presence in AI answers from target queries, its ranking, and visibility changes over time. SEO Monitor updates both devices daily so you can track visibility of sites in AIO.

Analyzing AI Share of Voice

AI Share of Voice (SOV) shows how often your brand appears in AI responses compared to competitors. HubSpot’s AI Search Grader looks at brand references in queries that prospects use to research your industry. The tool gives a score out of 20, with higher numbers suggesting better visibility.

A detailed SOV tracking should focus on three key metrics:

1. Frequency of mentions – Your brand’s appearance rate in AI responses
2. Sentiment analysis – The positive, neutral, or negative tone of mentions
3. Topic associations – AI’s brand-theme connections

Any score above zero is good because it shows AI search engines know your brand. Bigger companies usually score higher because people talk about them more online.

AIO in Marketing Strategy: Integration with SEO

The search battlefield has changed forever. Success now depends on understanding the people behind the queries, not just the simple SEO or isolated AI optimization for the platforms they use.

At the Time to Prioritize AIO vs SEO

Your marketing strategy should adapt based on query type and customer behavior:

• Prioritize AIO for informational queries – AI Overviews appear in 99.2% of informational searches but rarely for commercial or transactional queries
• Lean on traditional SEO for transactional keywords and purchase-intent searches
• Focus on AIO to target featured snippets and discussion-based content, as these dominate AIO-aligned search results
• Emphasize SEO for content that needs visual elements like video or image galleries

“My job isn’t just to follow search algorithms,” notes one expert, “it’s to follow customers wherever they may go.” This customer-first approach matters more than platform-specific tricks.

Combining AIO with Traditional SEO Tactics

Smart integration merges proven SEO practices with AI-focused strategies. Content optimization should start with Featured Snippets and schema markup to help search engines display quick answers. This approach prepares content for both traditional ranking and AI citation.

AIO-triggering keywords typically have lower search volumes and keyword difficulty. This creates opportunities to compete in less crowded spaces.

You can take advantage by:

1. Research beyond standard keyword tools
2. Learn from forums, Reddit, and peer-to-peer platforms about conversational language
3. Create content that arranges with these natural language patterns

AIO isn’t replacing SEO-it’s evolving it. The skills that make you successful in search engine optimization transfer naturally to AI optimization.

Future-Proofing Your Engine Brand Strategy

The human desire for answers won’t disappear. This makes “answers” your business whatever platform changes occur. The long game prioritizes value over short-term tricks.

You should track which platforms your customers prefer for questions immediately. Do they use Google? ChatGPT? LinkedIn creators? Discord threads? Meet them there with great answers.

A balanced omnichannel presence with consistent messaging creates lasting effects. One agency improved their AIO rankings by optimizing on-page copy to arrange with the intent of content already ranking in AIO spots. They analyzed what users searched for and what Google served, then created content to match those needs.

Note that “If AI engines aren’t citing you, and humans aren’t sharing you, your answers might be ‘optimized,’ but they are not influential.”

Comparison Table

Aspect	SEO	AIO	GEO
Main Focus	Traditional ranking algorithm	AI-generated summaries and overviews	Generative search engines (ChatGPT, Perplexity)
Content Goal	Higher SERP rankings with blue links	Citations in AI responses	Engine brand mentions in AI answers
Success Metrics	Rankings, organic traffic, CTR	AI answer inclusion, citation count	Brand mentions in generated responses
Content Strategy	Keyword optimization, backlinks	Clear, factual, quotable content	Q&A format, semantic relevance
User Experience	Website click-throughs	Direct answers with citations	Conversation-based responses from training data
Content Structure	Standard webpage layout	Answer-first format, clear intros	Semantic relevance, structured data
Citation Sources	N/A	Even spread across platforms	Platform specific (Wikipedia for ChatGPT, Reddit for Perplexity)
Query Types	All searches	Information queries (99.1%)	Question-based searches
Technical Needs	Basic SEO elements	Crawlable pages, schema markup, speed	AI-ready structured data, semantic links
Results	SERP position rankings	AI Overview in 13% of Google searches	Presence in AI conversation responses

     

Conclusion

The rules of digital visibility have completely changed. This piece explores how AIO isn’t just about new tactics – it represents a radical alteration in our approach to search visibility.

AIO’s main focus is getting your content cited within AI-generated answers instead of just ranking high in traditional results. This becomes crucial since AI Overviews now show up in over 13% of Google searches and take away nearly 15.5% of organic clicks.

The technical side tells us plenty. JavaScript rendering challenges, proper schema implementation, and crawlability are the foundations. Pages that load quickly and have clear structure give both traditional algorithms and AI crawlers exactly what they want. These elements still make a huge difference.

The biggest changes? The focus on answer-first formatting, semantic clarity, and consistent brand positioning. These factors determine how easily AI systems understand and cite your content. Short paragraphs, bullet lists, and question-based headings have become key tools we use to optimize.

Users don’t really care if they get answers from traditional search or AI systems – they just want accurate information quickly. This basic truth should shape our strategy. AI hasn’t made search obsolete – it’s changed how search delivers results.

The quickest way to succeed combines traditional SEO wisdom with AI-focused optimization. Informational queries need AIO tactics like answer-first formatting and schema markup. Transactional searches work better with proven SEO methods.

Success metrics have evolved too. Beyond rankings and traffic, we track AI mentions, citation frequency, and AI share of voice. These metrics show us the complete picture of digital visibility.

The difference between SEO, AIO, and GEO matters because it guides our practical strategic decisions. Each serves different user needs and requires specific optimization approaches.

Some elements connect all three disciplines: valuable content, clear structure, and user-focused intent. Websites that succeed will excel at answering questions clearly, structuring information logically, and building authority through consistent messaging.

Tactics might change, but the core goal stays the same: helping people find what they need. This timeless mission exceeds platform changes and algorithm updates.

Search now works like an ecosystem where traditional rankings, AI Overviews, and generative search engines all exist together. Success means having presence in all three areas – an integrated approach that puts answers at your strategy’s center.

FAQs

Q1. What is AIO (AI Overview Optimization)? AIO stands for AI Overview Optimization, a strategy that focuses on getting your content cited within Google’s AI-generated summaries (AI Overviews) and generative search engines. Instead of only ranking on traditional search pages, AIO ensures your content appears directly inside AI answers.

Q2. How is AIO different from traditional SEO? SEO focuses on improving a page’s ranking within organic search results, while AIO focuses on visibility within AI-generated answers. In short, SEO helps you rank  –  AIO helps you get referenced. Both are essential for full digital visibility.

Q3. Why is AIO becoming so important now? AI Overviews now appear in over 13% of Google searches and capture about 15.49% of organic clicks. That means a significant share of visibility has shifted from traditional results to AI-generated ones  –  making AIO a crucial part of any content strategy.

Q4. What kind of content performs best in AI Overviews? AI Overviews prioritize informational queries (99.1%). To succeed, content should use answer-first formatting, question-based headings, and clear semantic structure. Lists, short paragraphs, and concise explanations help AI systems extract and cite your content accurately.

Q5. How can brands measure success with AIO? Traditional metrics like rankings and traffic still matter, but new success indicators include AI mentions, citation frequency, and AI share of voice  –  how often your brand appears in AI-generated summaries across platforms like Google’s AI Overview, GPT search, or Perplexity.