The way we look for information is changing. AI search is reshaping how answers are delivered, moving beyond traditional search engines to provide direct, conversational, and highly curated responses. Instead of presenting a list of links to explore, AI-generated results synthesise and summarise content, often eliminating the need for users to click through to the original source.

Zero-click search results are nothing new—Google’s featured snippets and answer boxes have been reducing organic click-through rates for years. But generative AI takes this further. AI-powered search tools like Google’s AI Overviews, Bing Chat, ChatGPT’s SearchGPT, and Perplexity generate fully formed responses based on a mix of indexed web content, citations, and AI training data.

Crucially, Google is shifting its strategy. AI-driven user experiences such as Gemini and Project Astra are set to replace the traditional search box over the course of 2025, a move that will fundamentally change how users interact with search. Google’s AI Overviews currently appear for nearly 30% of keywords, rising to 74% for problem-solving queries and 69% for specific question intents. These numbers are only expected to grow.

According to a Wall Street Journal report, publishers anticipate a 20% to 40% decrease in organic traffic from Google as AI search features are integrated into the search engine. Gartner projects that overall search volume could fall by 25% by 2026 due to AI search changes.

For marketers, this lends greater urgency to understanding and addressing the issue. Do you want AI to use your content? If so, how do you ensure it benefits you? And if not, what–if anything–can you do to protect it?

Do You Want Your Content to Be Ingested by AI?

For some B2B brands, the idea of having their carefully crafted content investments scraped by an AI is less than appealing.

Beyond questions of copyright, IP, and referral traffic, AI repackaging your insights means relinquishing control over how that information is interpreted and presented. AI may misrepresent or oversimplify complex topics, potentially leading to misunderstandings about your brand or services.

Misattribution is another concern—AI may pull insights from your content without clear credit, diluting your authority. Additionally, data security risks emerge when AI scrapes and stores proprietary information.

If that’s you, opting out may seem like the best move. But is it possible? And is it wise?

Can You Protect Your Content From Being Scraped by AI?

The short answer is: partially. Large language models have already been trained on vast amounts of web content. If your data is already included, there's currently no way to remove it.

You can take steps to protect proprietary insights and limit ongoing AI training on your content. If you’re determined to block AI from ingesting your content, you’ll need a combination of strategies, regular audits, and adaptive strategies to maintain protection as AI scrapers evolve. And, of course, for legislators and regulators to catch up.

However, no solution is foolproof, and each method has trade-offs.

Block AI Crawlers

You can edit robots.txt to disallow the collection of training data by known crawlers like GPTBot, Google-Extended, and ClaudeBot, while also allowing AI search access. If you want to deny all access, you can take more aggressive steps to deny access at the server level through web application firewalls (WAFs) or .htaccess configurations. However, these measures rely on voluntary compliance. Proxies, IP rotation, or undisclosed crawlers can bypass them.

Rate Limiting

Rate limiting restricts how frequently bots can request data from your website, preventing excessive scraping and reducing server strain and operational costs. However, while it can slow down AI scrapers, it won’t fully prevent them. Determined actors can spread requests over time. Misconfigured rate limits also risk blocking legitimate users, underscoring the need for careful implementation.

Require Login to Access Content

Login forms or paywalls add friction and can deter basic AI scrapers but even these measures can be evaded. Login requirements also harm user experience and block search engines from indexing content, reducing organic traffic. The trade-offs in SEO and usability make them a situational choice best reserved for high-value content rather than a universal solution.

Terms of Service

Explicitly prohibiting AI training in your terms of service establishes a legal foundation for enforcement, but it does not prevent scraping. The New York Times v. OpenAI hinges partly on alleged ToS violations alongside copyright claims. Getty Images v. Stability AI alleges unauthorised reproduction of watermarked images violating Getty’s exclusive rights.

Legal action is costly and jurisdiction-dependent, making this more of a symbolic deterrent than a concrete barrier.

The Risks of Opting Out of AI Search

Before you rush to block AI crawlers, consider the potential downsides:

Reduced visibility: If AI can’t index your content, it won't show up in AI-generated search snippets and answers, reducing your brand’s exposure.
Competitive disadvantage – If competitors embrace AI search and optimise their content, they could capture more visibility while your brand fades.
Missed thought leadership opportunities: AI-generated search results can help establish your brand as an authority in your space.
Potential long-term irrelevance: As AI search becomes more prevalent, users will come to expect the kind of instant, synthesised answers it provides. If your content is never part of that mix, you risk being seen as less relevant over time.
Future-proofing considerations – AI search is evolving, and brands that ignore it now may find it harder to adapt later.

For most B2B brands, completely opting out of AI search probably isn't the best long-term strategy. But that doesn't mean you have to let AI systems run roughshod over your content either.

One approach might be to segment your content. Protect high-value, proprietary content that differentiates your brand while ensuring that a layer of optimised content remains discoverable in AI search and available for training data. This balance allows you to safeguard intellectual property while maintaining visibility in an AI-driven search landscape.

However, if you decide that assimilation is inevitable and resistance is futile–or even that being included in AI search could be beneficial—the next step is to optimise your content to maximise your benefits.

That means increasing your chances of being cited in AI-generated answers and enticing users to click through to your site.

How to Get Cited by AI Systems - A Quick Guide to Generative Engine Optimisation (GEO)

As internet enabled AIs such as Google’s AI Overviews, ChatGPT, Gemini, and Perplexity reshape digital discovery, businesses must evolve their strategies to increase their odds of being cited.

In this context, citations or footnotes refer to the way AI systems attribute sources in their generated responses. Much like traditional search engine rankings, where top results gain visibility, AI-driven search tools select and reference information from trusted sources. These citations typically appear as hyperlinked references in, or embedded footnotes alongside, synthesised answers.

AI models retrieve content in two key ways:

Pre-trained knowledge – AI learns from high-authority sources that existed before its last training update.
Real-time retrieval – AI dynamically fetches current information from trusted sites.

To improve the chances of citation, content must be recognised as a credible and relevant source—not just ranked highly, but trusted and structured in a way that AI can extract effectively. This is where Generative Engine Optimisation (GEO) comes in.

While GEO represents a shift from traditional Search Engine Optimization (SEO) there is considerable crossover between the two disciplines. For marketers already investing in SEO staples such as high-quality content, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), structured formatting, and technical SEO, the good news is your best practices still apply.

However, GEO also requires adapting content for AI’s unique processing methods, including:

Optimising for AI retrieval—ensuring content is structured for easy extraction and synthesis.
Enhancing fluency and readability—adapting for conversational interfaces and the language used to interact with AI formats.
Leveraging structured data—using schema markup to improve AI comprehension and citation likelihood.

The following GEO strategies will help you to get started with increasing your presence in AI-generated results:

1. Structure Content for AI Extraction & Retrieval

Unlike traditional search engines, which rank pages, AI tools extract and synthesise information from multiple sources. This means AI models prioritise content that is easy to parse and integrate into structured responses.

Instead of writing in long, dense paragraphs, introduce the following elements:

Use Q&A, bullet points, and clear subheadings to make content skimmable.
Write concise, direct answers that AI can easily lift into responses.
Incorporate list-based content as AI favours step-by-step guides and ranked insights.
Format key takeaways in summaries at the start or end of sections to increase the likelihood of being cited.

2. Improve Fluency & Readability for AI-Friendly Content

AI systems prefer content that mirrors natural conversation—complex jargon and overly technical writing reduce citation likelihood.

Keep sentences clear and concise and avoid overly long or complicated phrasing.
Use a natural, engaging tone. AI tools prioritise content that aligns with human speech patterns.
Rephrase technical concepts into accessible explanations to appeal to a wider audience.
Avoid excessive repetition. AI penalises redundant phrasing and overly keyword-stuffed content.

3. Align with Search Intent Using Long-Tail Keywords

AI-generated search prioritises detailed, intent-driven queries over broad keywords. Content should target natural language queries similar to how users phrase questions in AI chat interfaces.

Use conversational keywords and phrases, and optimise for voice search. Think about how people naturally ask questions. For example “How to choose the best CRM for small businesses?” instead of “Best CRM software”
Optimise for question-based queries. Structure your content to win featured snippets in traditional search by providing clear, concise answers to common questions. AI tools favour answers to who, what, when, where, why, and how questions, and being snippet-worthy signals that your content is high-value.
Identify search phrases using tools like Google’s “People Also Ask” and Perplexity’s “Related” section.

4. Strengthen Authority & E-E-A-T for AI Credibility

AI models favour high-authority content and reference sources they perceive as trusted and expert-driven.

Ensure your content follows E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).
Feature expert bylines and credentials. AI systems prioritise content linked to recognised industry professionals.
Secure brand mentions and links from across high-visibility websites, news articles, and knowledge hubs with strong domain authority.
AI search tools like Perplexity also reference images, video, and infographics. Leverage multimedia to demonstrate expertise and stand out.

5. Use Schema Markup & Structured Data for AI Comprehension

While AI models can understand natural language, structured data helps them categorise and retrieve content more effectively.

Implement schema markup (e.g. FAQ, How-To, and Article) to improve AI visibility.
Use JSON-LD structured data to help AI understand authorship, reviews, and statistics.
Consider creating an llms.txt file. Similar to robots.txt, this emerging standard allows website owners to specify how they want AI models to interpret and reference your content and brand.

6. Leverage Social Signals to Increase AI Recognition

AI models are increasingly incorporating social credibility when selecting citations. Conversations and social feedback (like reactions and replies) improve an AI's social grounding and contextual understanding. Therefore it’s logical to conclude that content that earns engagement across social media and discussion platforms is more likely to be referenced.

Maintain an active social presence on relevant social platforms such as LinkedIn.
Encourage brand discussions in relevant communities (e.g., Quora, Reddit).
Drive authentic user reviews. AI tools weigh verified feedback from authoritative platforms.

7. Track AI Visibility & Optimise for GEO Metrics

Since GEO lacks direct ranking metrics, brands must use alternative tracking methods to measure AI search visibility.

Monitor AI-generated traffic through Google Analytics and referrer tracking.
Use tools like HubSpot’s AI Search Grader, which is powered by OpenAI and Perplexity, to audit content for AI citation potential.
Test AI retrieval by prompting ChatGPT, Gemini, or Perplexity with relevant queries to see if your content is referenced. If AI doesn’t cite your brand, update the content to strengthen authority signals and improve structured data usage.

How to Increase Click-Through Rates from AI Citations

Getting cited is great, but the real goal is getting users to click through to your site. To encourage those clicks you need to make the most of the limited real estate you have. Currently AI citations will include the article’s headline and either the meta description, a short snippet from the text, or your CMS’ excerpt text.

Write Irresistible Headlines

The title is often the most prominent clickable element. Since readers skim lists of citations quickly, yours needs to be intriguing, specific, and slightly unexpected to stand out.

Create an information gap to spark curiosity and make clicking feel necessary.
Use urgency or FOMO to make the content feel time-sensitive and essential.
Challenge expectations with surprising or counterintuitive statements.
Use numbers & concrete details to add credibility and make insights feel actionable.
Make it personal by speaking directly to the reader’s self-interest with “you” and “your.”

Why it works: Headlines that feel exclusive, urgent, or contradictory force readers to pause and click.

Write Ad-Worthy Short Copy

Your blog excerpt or SEO meta description acts as an ad for your content—it must quickly persuade users that clicking is worth their time.

Leave an open loop – End with an unfinished thought to trigger curiosity.
Highlight unique value – Emphasise what the reader will gain.
Use active, compelling language – Avoid passive descriptions. Instead, drive urgency.
Ask an intriguing question – Make readers feel the answer is too important to miss.
Keep it concise – Aim for 120-155 characters so it displays fully in search results.

Why it works: Short copy should spark curiosity, promise value, and create urgency, making users feel like they need to click.

The Future of Search Is Changing—So Should Your Strategy

AI search is no longer a distant possibility—it’s already reshaping how people find and consume information. The shift away from traditional search rankings toward AI-generated answers presents both risks and opportunities for B2B marketers.

In our view, ignoring it isn’t a viable long-term strategy. Blocking AI from your content might feel like control—but in reality, it’s cutting yourself out of the conversation.

Rather than fighting the inevitable, the best approach is to work with AI search, not against it. That means balancing visibility with control—deciding which content should be protected and which should be optimised for AI discovery. By structuring your content for AI extraction, aligning with natural search intent, and improving clarity and authority, you can ensure that your brand is present where it matters.

Search has always evolved, and B2B marketers have always adapted. The brands that succeed in this new landscape will be the ones that embrace change—thoughtfully, strategically, and with a clear focus on their audience’s needs.

You don’t have to let AI search dictate your brand’s visibility. By taking a strategic approach, you can protect what matters, optimise what’s valuable, and ensure your insights get cited—and clicked.

At 1827 Marketing, we help B2B firms navigate AI disruption with smart content strategies that balance reach with control. If you’re ready to adapt, let’s talk.

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The New Rules of B2B Visibility in AI-Generated Search