In the past, search used to look something like this in Google: “black running shoes, women’s size 8, under $100” – and ten blue links and a few shopping ads likely appeared. A helpful first step, but requiring further research and analysis.
Now, you can ask an even more pointed question – perhaps adding in a preference for arch support, a shopping mile radius – to a large language model (LLM) and get a clear, context-rich answer: “Here are three nearby options that fit your criteria. The top-rated one is available for pickup in 40 minutes.”
It’s an improved interaction, but not at the cost of a more complex user experience. This new way of search is redefining consumer behavior and expectations, and how marketers must approach brand visibility. In fact, it represents a reconfiguration of digital marketing and a new economy of visibility.
As these interactions become more complex and context-rich, the way we measure success must evolve too.
Visibility Is the New KPI
