Blog: AI and LLMs

2026 is going to be an interesting year for paid media: OpenAI announced its advertiser program. Claude leveraged the Super Bowl to announce that they intend not to run ads in the near future. So, here is a quick summary about AI Search / LLM platforms and the ability...

Google's AI Overviews started showing ads in 2024. Perplexity announced theirs at the end of that year, but it took OpenAI's early 2026 announcement to get everyone's attention. AI company Anthropic saw its chance, and just three weeks after OpenAI's ad launch, it...

AI isn’t just the future of Search. It’s here, reading your content in ways traditional Search never did. That’s why we created our SEO for LLMs guide series, a single hub to help you understand the big LLM players, how they differ, and how to think strategically...

In July 2025, Anthropic's Claude captured 32% of enterprise LLM usage market share, ahead of OpenAI (25%). On top of that, overall monthly visits to Claude on desktop and mobile web combined grew by more than 64% between April and September 2025, up to 157 million....

It's neither the biggest nor the fastest-growing. So why invest in SEO for Copilot? For three reasons: 1 - Copilot is everywhere in Microsoft's ecosystem, and while the 430 million people using Microsoft 365 apps don't all necessarily use the web functionalities of...

Gemini is everywhere and on the rise.  Mid-2025 gemini.google.com took second place among AI chatbots and tools in terms of receiving traffic, and it still holds that spot today.  Gemini-driven AI Overviews (AIO) are seen by 2 billion users a month thanks to...

Last year, when AI Overview first launched, we started tracking roughly 5,000 keywords associated with HR and Work Tech to measure the probability of AI Overview appearing for queries across search intent. You can read that study and the follow-up data here. In 2025,...

In 2024, Perplexity users spent an average of 10.3 minutes per session on websites versus 8.1 minutes for Google users. These people also visited more pages on average: 13 versus 11.8 through Google (Source). It's not surprising that Perplexity users are more engaged...

7% of B2B buyers reported using LLMs like ChatGPT in their buying process in 2025, and it's safe to assume that number will only keep on growing. On top of that, the referral traffic ChatGPT sends to websites often converts better than Google traffic. According to...

Guess what: SEO isn't dead. But it does need to change. Organic clicks are dropping across industries. Search engines pull AI-generated (or better: summarized) information from websites to provide answers directly in the SERPs, and customers turn increasingly to Large...

Let’s face it, reporting on AI and LLM visibility is hard. Classic Google Search got massively disrupted by AI Overview and AI Mode - but the performance data got lumped into Google Search Console and we can only guess what clicks and impressions come from where....

Google’s AI Mode rolled out in the US on 20th of May 2025. As I said many times over the last 2 years: the Search results page is dying.  For decades, we assumed that a prioritized list is the best answer to a search query. As a user, we had to click through...

In 2024, 17% of U.S. respondents reported preferring chatbot-style AI answers over traditional Search engines for faster and more precise results. (Statista) Adoption is expanding rapidly every single day. As user expectations are shifting and we are collectively...

With the emergence of Generative AI platforms such as ChatGPT, Copilot, and Perplexity it is important to understand how they work and how your brand can appear in their generated responses.  This presents new challenges for marketers, but it is an SEO problem....

Search will never be the same again. Google’s AI-powered Search has been rolling out since May, 14th, 2024: “AI Overviews will begin rolling out to everyone in the U.S. (…). That means that this week, hundreds of millions of users will have access to AI Overviews, and...

In June 2024 (and April 2025), we conducted an analysis of nearly 5,000 keywords in collaboration with Ziptie. These keywords ranged from top of funnel blog content to bottom of funnel industry-specific terms. Our goal was to assess the likelihood of an AI Overview...

Google announced their new search layout with generative AI on 10th of May and it will transform the way we search and gain visibility on Google. If you are a Flow client or marketing leader at a SaaS startup and want to talk about the future of search, book a time...

ChatGPT took the world by storm. However, many prompts provide generic responses that are forgettable and unengaging.  This is why we went on a quest to see what would happen if we were to train an AI on our expertise. In January 2023, we launched “Ask Flow”: A...