By Justine Kingston, Founder and Creative Director, Just By Design
We’re getting to the point where we’re going to need to think about buying a Roomba.
Why? Because we have a 10-week-old golden retriever puppy named Poppy, and while she is adorable, fluffy, and completely winning at life, the hair situation is ramping up fast.
So naturally, I started thinking ahead and mentally typing the search I know is coming:
“Best Roomba for dog hair”
And that’s when something clicked.
Because when I actually tested that search, I didn’t find myself scrolling endlessly or opening a dozen tabs like I used to.
I got answers.
Clear recommendations.
Shortlists.
Pros and cons.
Price ranges.
Decision support, not decision fatigue.
And that moment perfectly captures how search has changed and why businesses that do not adapt are quietly disappearing.
Search Is No Longer About Browsing. It’s About Deciding.
Not that long ago, searching looked like this:
You Googled a phrase
You clicked several links
You skimmed long articles
You pieced together an answer
Today, search engines and AI tools are doing that work for us.
People now ask full questions and expect direct answers.
“Best Roomba for dog hair”
“Best marketing agency for small businesses in Bend”
“Do I still need SEO if AI is answering questions for me?”
And the response is confident, concise, and often decision-ready.
Here’s the uncomfortable truth most businesses are avoiding:
If your content is not structured for AI to understand, it will not recommend you.
I Didn’t Discover a Brand. AI Curated One for Me.
When I tested that Roomba search using AI tools, I did not land on a single company homepage first.
I landed on synthesized answers.
AI pulled from:
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Comparison content
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FAQ-style explanations
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Clear product summaries
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Trusted authority signals
That brand did not win because of clever marketing copy.
They won because their information was easy for AI to interpret and trust.
This exact thing is happening across every industry right now.
Why This Matters More Than You Think
People are no longer browsing their options. They are asking AI to narrow them.
AI-driven search compresses the buyer journey into seconds.
That means:
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Fewer clicks
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Fewer chances to persuade
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Much higher stakes for visibility
If AI does not know who you are, you do not exist in that moment.
This is where traditional SEO alone starts to fall short.
Ranking still matters, but being referenced, summarized, and cited by AI is the new visibility currency.
Yes, You Still Need SEO. But It Has Evolved.
One of the most common questions I get lately is:
“Do we still need SEO?”
The answer is yes. Absolutely.
But it is no longer enough on its own.
Modern visibility requires:
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Clear answers to real questions
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FAQ content written the way people actually speak
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Structured data that AI can read
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Authority signals beyond your homepage
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Content built for humans and machines
At Just By Design, we call this AI Visibility.
And it is no longer optional.
What AI Shopping Taught Me About Decision-Making
AI tools like ChatGPT are now being used to discover, compare, and even purchase products through conversation.
Instead of clicking ten links, users can:
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Ask follow-up questions
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Refine preferences
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Compare options in real time
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Get recommendations tailored to their situation
That same behavior is already spilling into services, professionals, and local businesses.
People are asking AI who to trust.
And AI is answering.
Why I’m Speaking as Me More Often
For a long time, I let the brand do most of the talking.
But the reality is this: people do not just want a company anymore. They want perspective.
They want someone who understands what is changing, why it matters, and how to adapt without panic or fluff.
I live in this space every day.
I test real searches.
I watch how AI responds to content in real time.
Sometimes that insight comes from client strategy.
Sometimes it comes from puppy hair on my floors and a future Roomba purchase.
Both are valid research.
The Takeaway
If AI is answering questions in your industry and your business is not part of the answer, you are already behind.
The good news is this is not about tricks or hacks.
It is about:
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Being clear
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Being helpful
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Being structured
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Being credible
That is how AI learns who to trust.
And that is exactly what we help businesses do at Just By Design.
If you are curious how visible your business actually is right now, schedule a
It is far more enlightening than shopping for a Roomba, and much less furry.
Frequently Asked Questions
How is AI changing the way people search?
AI is changing search by providing direct answers, summaries, and recommendations instead of long lists of links. People now ask full questions and expect clear guidance without needing to click through multiple websites.
What is AI visibility?
AI visibility is the ability for a business to be recognized, trusted, and recommended by AI tools when users ask questions or look for solutions. If AI understands your content and sees you as credible, it is more likely to reference you.
Do businesses still need SEO?
Yes, businesses still need SEO. However, traditional SEO must now be combined with AI visibility strategies that help content get summarized, cited, and trusted by AI systems.
Why am I not showing up in AI search results?
Most businesses do not show up in AI answers because their content is not structured clearly, does not directly answer common questions, or lacks authority signals that AI tools rely on to determine trust.
How does AI decide which businesses to recommend?
AI evaluates clarity, relevance, authority, and structure. Businesses with well organized content, clear answers, consistent messaging, and strong credibility signals are more likely to be recommended.
What kind of content works best for AI search?
Content that works best for AI search includes FAQ style answers, comparison explanations, service breakdowns, and clear descriptions written in natural language. AI favors content that mirrors how people actually ask questions.
Is ranking on Google still important?
Yes, ranking on Google is still important. However, ranking alone does not guarantee visibility in AI generated answers. AI often pulls information from multiple trusted sources, not just the top ranking page.
What is the difference between SEO and AI visibility?
SEO focuses on ranking pages in search results. AI visibility focuses on being referenced and trusted inside AI answers. The most effective strategy uses both together.
How can small businesses improve AI visibility?
Small businesses can improve AI visibility by answering real customer questions, organizing content clearly, adding structured data like FAQs, and publishing helpful, experience based insights that demonstrate expertise.
Justine is the Founder and Creative Director at Just By Design, a Central Oregon–based marketing studio that helps service-driven businesses build standout brands with strategy and purpose. With more than 20 years of experience in digital marketing, SEO, and content strategy, she’s known for combining clear thinking, creative direction, and real-world practicality to help businesses grow with clarity and confidence.
A proud University of Oregon graduate, Justine has called Oregon home for over 40 years. She leads every project personally, collaborating with a close-knit team of expert creatives and developers. Whether you’re launching something new or leveling up an established brand, Justine brings a thoughtful, hands-on approach to turning your vision into visibility—always grounded in strategy, built for real impact, and backed by care.