The way people discover information online is shifting from clicking links to asking large language models for direct answers. Tools like ChatGPT and Perplexity generate responses by synthesizing content from multiple sources, often without sending users to the original pages. This change disrupts traditional click‑based metrics and forces marketers to rethink content strategy, measurement, and optimization for AI visibility. New engineering‑focused approaches are emerging to decode how models retrieve and rank information, offering brands a way to gauge influence in conversations rather than clicks. Leia mais →