The buyer journey you've been designing for doesn't exist anymore.

For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?"

In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them.

You'll discover:

• Why 73% of B2B buyers now use tools like ChatGPT and Perplexity during their research, and what that means for a real mortgage insurance buying journey

• How a simple B2C purchase (sunscreen) went from question to Amazon checkout in five minutes, without the winning brand's website playing any part in the research

• Why only 22% of marketers currently track their AI visibility and traffic, despite this being some of the highest-intent traffic available

• How to read an AI Visibility Overview: mentions, citations, and cited pages, and what it means if your numbers are flat while the market grows

• How to use Topics and Sources (and their competitor equivalents) to build a content and digital PR target list based on where you're actually losing visibility

• How Brand Performance surfaces what AI tools are saying about you, including the specific business drivers helping or hurting your sentiment

• How we used this exact approach to take Value Capital Funding from 50 to almost 400 leads a month

Whether you're just starting to think about AI search optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away.