Artificial intelligence-powered search tools are becoming an increasingly important channel for consumers researching vacations, comparing products and discovering brands, prompting businesses to evaluate whether they appear in AI-generated recommendations before potential customers visit a website or dealership.
The trend reflects a shift in how travelers and consumers gather information, with platforms such as ChatGPT, Google AI Overviews and Gemini serving as entry points for brand discovery.
“Many consumers today are skipping websites entirely, but that doesn’t mean your website isn’t a source of gold for AI platforms to cite and recommend your brand,” a news and insights report of RVIA indicates.
Some consumers are bypassing traditional website searches altogether, increasing the importance of ensuring that brand information is accessible and recognizable to AI search systems.
Although AI search is changing how users find information, the announcement notes that it is not replacing conventional search engines. Instead, it is becoming an additional channel through which consumers encounter brands.
Companies that are not surfaced in AI-generated responses risk reduced visibility, even if they maintain active websites or social media accounts.
The marketing guidance recommends that brands conduct a monthly AI visibility audit to identify gaps in how they are represented across AI platforms. The process is intended to help businesses evaluate whether their content is being referenced, determine where messaging can be strengthened and identify opportunities to improve their overall digital presence.
The announcement also highlights Answer Engine Optimization, or AEO, as an emerging marketing focus. Unlike traditional search engine optimization strategies that emphasize website rankings, AEO is aimed at improving the likelihood that AI platforms will reference or recommend a brand when responding to user queries.
As part of that effort, HubSpot, a customer relationship management platform, continues to provide free marketing resources and AI-related guidance designed to help organizations improve visibility in AI-powered search experiences.
The recommended approach begins with running a monthly audit using HubSpot’s free AEO Grader tool. Businesses are then encouraged to use the findings to refine marketing strategies across owned channels, including company websites and social media, as well as earned media efforts.
The final step outlined in the guidance is ongoing measurement. Brands are advised to track results from month to month to monitor changes in recognition and visibility across major AI search platforms, including ChatGPT and Google, allowing marketing teams to evaluate whether adjustments are improving their presence in AI-generated recommendations.