For years, brand visibility in search followed a predictable formula: optimise for search, buy media, drive clicks. That model alone no longer holds.
Over the past 12 to 15 months, AI-powered search and recommendation platforms have quietly but decisively changed how people discover information and make decisions. According to Google, AI-generated search results are already reducing website visits by 30–70%, as consumers get answers directly from AI responses instead of clicking through to websites.
This shift is being driven by two forces. The first is the rapid rollout of AI-generated answers within Google Search, now appearing in roughly half of all search results. The second is the explosive growth of standalone large language model (LLM) platforms led by ChatGPT, alongside others such as Claude, Gemini, Perplexity, and Grok. Together, they are transforming discovery from a search-and-click behaviour into a search-and-decide experience.
As these systems become more trusted, consumers are no longer just asking where to find information. They’re asking what to choose, what to buy, and which brands to trust. Traditional search marketing, long built to drive traffic, is now being complemented (and challenged) by a reality in which visibility, credibility, and recommendation often happen before a website is ever visited.
This industry-wide shift forms the backdrop of AI Visibility: Future of Content & Paid Media, a forum co-presented by GREENPARK and MARKETECH APAC, taking place on March 25, 2026, at Seda BGC, Manila.
Designed for brand and marketing leaders shaping growth, visibility, and performance in an AI-first environment, the half-day forum will examine how content, SEO, and paid media must evolve as discovery is shaped by AI-powered recommendation systems.
From Clicks to Consideration in the Age of LLMs
This shift does not replace foundational search practices—it extends them into new environments where discovery and decision-making are taking place.
AI systems now assess brands very differently. Rather than ranking pages and links alone, LLMs draw signals from across the internet, including media coverage, brand content, social conversations, reviews, and forums. These signals help determine which brands are recommended, how frequently they appear, and how they are represented.
In this environment, visibility is no longer just about traffic. It is about being present, credible, and favourably represented within the systems consumers rely on to make decisions.
Industry Leaders on the Frontlines of Change
The forum will feature insights from senior leaders navigating this shift in real time, including Ian Colvin, Chief Strategy Officer at Greenpark, and Jim Guzman, Digital Director at Unilab. A panel discussion will also include Giann Vega, E-Commerce Head and Digital Data Transformation Lead at PepsiCo, Abbas Hussain, Head of E-Commerce at Beiersdorf, and Leandro Ignacio, Head of Digital Consumer Experience at Nestlé Nutrition.
Reflecting on why AI visibility and AI-native paid media dominate the forum’s focus, Ian shared: “There’s a transformation taking place in how consumers find and choose products, and it’s already affecting many brands. LLMs are providing opinions to consumers about what to buy, and are being trusted. We don’t think the marketing community has woken up to this or is ready for LLM paid media—as search marketing has often, with the exception of DTC businesses, been a neglected channel.”
He added that the shift represents a deeper change in how search itself functions: “Search is moving from driving clicks to driving brand impact—and that change is highly strategic.”
Ian also noted that LLM visibility requires a different approach from traditional search optimisation: “Most importantly, the forum aims to equip marketers with practical actions to optimise LLM visibility and product sentiment.”
Speaking to the forum’s broader purpose, Ian shared: “Fundamentally, this event is about getting the right level of focus on this topic so that you can stay ahead of your competitors. Product consideration has always been one of the hardest measures of brand equity to influence, and LLM visibility gives you a real-life understanding of how you perform today.”
Why This Moment Matters
As AI platforms move rapidly towards in-platform recommendations, deeper brand interactions, and even commerce, the implications for marketing strategy are profound. Visibility, consideration, and conversion are shaped earlier—before a consumer ever reaches a brand-owned channel.
AI Visibility: Future of Content & Paid Media is positioned not as a trend briefing, but as a necessary recalibration for marketers navigating a rapidly expanding search landscape shaped by AI.
To request for attendance, visit the official website HERE. For registration inquiries, contact Rosalie Cruz, Project Manager at MARKETECH APAC at [email protected].
