AI Reshapes Consumer Search Habits, Strengthening Digital Footprints Becomes Crucial

Digital transformation is entering a new chapter with the increasing use of artificial intelligence in daily activities. AI is no longer merely a productivity tool but is beginning to play a role in information searches, data validation, and decision-making by consumers and business actors. This change is pushing companies to adjust their digital strategies. Where the primary focus was once on search engine optimisation, attention is now shifting towards how a business is understood and represented by AI systems that compile direct answers for users. This trend is reflected in rising global AI adoption rates. McKinsey’s The State of AI 2025 report notes that around 88 per cent of responding organisations have used AI regularly in at least one business function. Meanwhile, the Stanford AI Index 2025 shows organisational use of AI rose to 78 per cent in 2024, up from 55 per cent the previous year. From the user side, AI technology is also increasingly integrated into information-seeking activities. ChatGPT reportedly reached one billion monthly active users, whilst Google AI Overviews reached approximately two billion monthly users. These developments indicate that AI is becoming a new layer in the information search and decision-making process for consumers, investors, and businesses. Jave Danish Arkan, Head of GEO & AI Optimization at Undercover.co.id, stated that this shift in information-seeking behaviour warrants attention from business actors because AI now plays a role in compiling summaries, comparing options, and providing initial recommendations to users. “What CEOs need to understand is that AI does not wait for a company to be ready. AI will read, summarise, and judge a business from its available digital footprint. If brand data is messy, services are unclear, website structure is weak, and credibility evidence is minimal, the chance of being recommended by AI will also weaken,” Jave said. According to him, companies that structure their digital information earlier will have a greater chance of being recognised and understood by AI systems. This is not because they can directly control AI answers, but rather because they provide more structured, consistent, easily verifiable information with strong credibility in the digital space. In practice, approaches known as Generative Engine Optimization, Answer Engine Optimization, and AI Optimization encompass various steps, from AI visibility audits and strengthening corporate digital identity to content structure management, the use of schema markup, and reinforcing credibility signals from third-party sources. Companies are also beginning to test how their name and services appear when queried through various AI platforms. However, the use of AI comes with its own challenges. McKinsey notes that around 51 per cent of organisations using AI have experienced negative impacts related to the implementation of this technology, including the risk of information inaccuracies. In a business context, inaccuracy can cause AI to misunderstand a company’s services, fail to recognise a business’s position accurately, or miss the credibility evidence needed to provide recommendations to users. In Indonesia, this change is considered increasingly relevant as the number of internet users continues to grow. Data from the Indonesian Internet Service Providers Association shows the number of internet users in Indonesia reached around 221.56 million people with a penetration rate of 79.5 per cent. With more people utilising AI as an initial source of information, the impact is expected to be felt not only by technology companies but also by the property, health, education, finance, manufacturing, professional services, and MSME sectors. “In this new era, the question is no longer just whether your business appears on Google. The question is: when a prospective customer asks AI, is your brand known, understood, and worthy of recommendation?” Jave said.