In the heart of 2025, we are witnessing a silent yet seismic transformation. One of those that, like the shift from dial to streaming or from paper to pixel, changes not only the channels, but also behaviors, logics, and priorities. The epicenter of this disruption: the way we search for information, make decisions, and, above all, how machines learn about our needs before we even formulate them.
The revolution happening right now doesn't have a single name, but its clearest summary can be condensed into three letters: AIO – AI Optimization . And although the term hasn't yet become ingrained in the minds of marketers, it represents one of the most significant shifts since Google became a verb.
From the “10 blue links” to talking to the machine
For decades, SEO was the art of seducing Google's algorithm. Keywords, backlinks, page structure: everything was geared towards attracting human eyes through a search engine that offered a flat list of results. But today, that model is losing ground. As Andrej Karpathy aptly points out, attention is no longer human; it's now the attention of linguistic models ( LLM ). The new audience isn't end users, but artificial intelligence that filters, condenses, and responds.
The result? When someone in operations or purchasing wants to compare software, they no longer browse Google or check three tabs. They ask ChatGPT, Claude, or Perplexity:
"Salesforce or HubSpot for a 10-person sales team? Which is better?"
The response is not only immediate. It's personalized, contextualized, and free of noise. In this way, AI replaces the act of searching and becomes the new discovery filter.
Is this the end of organic traffic as we knew it?
The consequences are already here. G2 has lost 50% of its traffic since the rise of ChatGPT. Stack Overflow—once a mecca of technical knowledge—is seeing its product-market fit crumble. Startups like StackAI are already receiving more traffic from ChatGPT or Perplexity than from Google. User behavior has changed, and the data—while not perfect—points to an undeniable trend.
We know Similarwerb doesn't offer "perfect data," but because of this imperfection, companies like HubSpot, Figma, and Canva are seeing their organic traffic decline, not because their content is irrelevant, but because it's been absorbed by LLMs. When AI can answer questions without needing to visit your website, content loses its anchor.
Hooray for the AIO!
The new discipline is AI Optimization . AI Optimization doesn't aim to attract clicks, but rather to be indexed, understood, and cited by the LLMs who drive interaction with people. It's no longer about being on the first page of Google, but about being top of mind for ChatGPT when someone asks a question.
This change implies a complete re-engineering of the content strategy:
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Writing for machines, without losing the human soul.
The content must have a clear semantic structure, rich data, and at the same time a coherent narrative that makes it digestible for humans and models. -
Technical and semantic optimization for LLMs.
Labels and meta descriptions are no longer enough. Models need to understand your brand's context, authority, and trustworthiness. -
Multichannel distribution with AI traceability.
Where do you train your artificial audience? In which repositories, forums, PDFs, or papers? Training paths are the new SEO.
From click logic to context logic
At Brain & Code, we see this moment as a turning point. AI platforms are creating a new attention landscape. One in which brands that are not legible—and relevant—to the models will cease to exist in the eyes of the user.
We are leaving behind an era based on visibility and entering one based on interpretability . Simply being present is no longer enough. We must be understandable to an intelligence that no longer navigates, but synthesizes.
The question isn't whether this transformation will happen. It's whether we'll realize it in time to adapt. Because while some companies are still writing for humans, those that understand how machines will read will be the ones that lead the next evolutionary leap in content.
The change is already here. The rest is silence—or worse, irrelevance.