With more than half of UK adults now turning to AI assistants to search for products, services and advice, South West digital agency HookedOnMedia is urging businesses to prepare for the next major shift in online visibility as advertising begins rolling out inside tools like Microsoft Copilot and ChatGPT.
Recent national research by consumer group Which? shows that over 51% of UK adults use AI platforms such as ChatGPT, Gemini and Copilot as part of their online search behaviour, with adoption rising sharply among younger adults – three-quarters of people aged 18-34 now rely on AI tools to help them make decisions.
HookedOnMedia says this rapid change is already being felt by businesses. Since launching its AI SEO service, the agency has seen a growing number of clients report that customers are discovering them not just through Google, but through AI assistants recommending their brand directly inside conversations.
At the same time, Microsoft has begun testing sponsored suggestions within Copilot, and OpenAI is developing similar advertising capabilities for the free version of ChatGPT. As these platforms evolve, AI assistants are becoming a new commercial environment where brands can appear at the exact moment a user asks for help.
“AI assistants are starting to shape buying decisions before someone even reaches a traditional search results page,” said Stewart Roode, Managing Director at HookedOnMedia. “When a customer asks Copilot or ChatGPT for the best local service or the right product for their needs, the AI’s understanding of your brand becomes crucial.”
HookedOnMedia says businesses should act now to ensure AI systems can accurately interpret, trust and recommend their brand. The agency has outlined practical steps companies can take to strengthen their visibility ahead of a wider AI advertising rollout:
More: https://hookedonmedia.com/ai-ads
Read our article on Steve Pailthorpe’s advice on how to best adapt to the AI takeover here
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