Generative AI is changing how businesses are discovered. New evidence suggests Scottish firms that fail to adapt risk losing visibility altogether.
This report was prepared by AccuraCast, drawing on publicly available research and industry reporting.
Generative AI is rapidly becoming the primary way people discover businesses, services and expertise online. Instead of browsing pages of search results, users increasingly receive a single synthesised answer, often with a small number of cited sources.
According to a report by Gartner, traditional search engine volume is forecast to decline by 25 percent by 2026 as generative AI chatbots and virtual agents increasingly replace classic search behaviour.
For Scottish firms, particularly SMEs competing nationally and internationally, the consequences are structural rather than tactical.
AI Search Is Already Reducing Organic Visibility
According to Gartner research, generative AI is expected to significantly redistribute organic traffic as AI-generated answers increasingly replace traditional search results..
This is not theoretical. According to a report by Workato, data published on the impact of Google’s AI Overviews shows that some B2B software companies saw organic traffic declines of between 25 and 35 percent following the feature’s rollout.
At the same time, AI platforms are rapidly gaining scale. According to OpenAI’s State of Enterprise AI 2025 report, ChatGPT now serves more than 800 million users every week, highlighting the rapid pace at which generative AI is becoming embedded in both consumer and professional workflows.
The implication is clear. Fewer users are clicking through to websites, and more decisions are being influenced by AI generated summaries and recommendations.
Why Traditional SEO No Longer Guarantees Visibility
Search engines and large language models operate on fundamentally different principles.
Traditional search engines retrieve and rank indexed pages based on backlinks, keywords and technical signals. Large language models such as ChatGPT, Gemini and Perplexity synthesise answers using trained data and a limited set of retrieved sources, prioritising clarity, factual confidence and source credibility.
Multiple studies highlight the growing disconnect between SEO performance and AI visibility.
According to a 2025 study by Semrush, the overlap between Google’s AI Mode results and traditional organic rankings was approximately 54 percent at domain level and as low as 35 percent at URL level in some sectors.
According to independent research cited in the GEO Playbook 2025, only 62 percent of brands appearing on Google’s first page were also referenced in ChatGPT-generated responses.
For Scottish businesses, this means that strong search rankings alone are no longer sufficient to secure digital visibility.
The Rise of the Citation Economy
Generative AI systems favour sources they can confidently cite. According to a 2024 study by SparkToro, the majority of Google searches now result in zero clicks, as users increasingly receive answers directly within search results, reducing traffic to publisher and business websites..
According to Search Engine Land reporting on AI Overview citations, citations in AI answers do not behave like traditional organic results, with steep drop-off in visibility as citations increase, reinforcing the reality that only a small number of cited sources receive meaningful exposure.
This shift disproportionately benefits organisations with structured, authoritative and consistently cited content, while disadvantaging SMEs that rely on local SEO tactics or keyword optimisation alone.
Why Scottish Businesses Are Particularly Exposed
Scotland’s business landscape is heavily SME-driven, with many firms competing beyond regional borders in sectors such as professional services, technology, energy, tourism and financial services.
These businesses often optimise for local discovery, yet AI systems are designed to recommend sources based on authority signals rather than proximity.
Larger UK and international brands already benefit from widespread third-party mentions, structured data and consistent citation footprints. As AI search adoption grows, that advantage compounds.
Without deliberate adaptation, Scottish firms risk being under-represented in AI generated answers even when they are highly relevant.
What Generative Engine Optimisation Changes
The GEO Playbook defines Generative Engine Optimisation as the process of ensuring content is used, cited and trusted by generative AI systems rather than merely indexed by search engines
Unlike SEO, which focuses on rankings and clicks, GEO prioritises:
- Citation frequency in AI responses
- Share of citations compared to competitors
- Trust impressions, defined as primary citations without clicks
- Accuracy of brand mentions across AI platforms
This shift requires businesses to rethink how success is measured. The playbook recommends tracking citation count, share of citations and AI referral assists rather than relying solely on organic traffic metrics.
Data Signals AI Systems Trust
The playbook outlines several signals that consistently influence AI visibility.
According to guidance from Google Search Central, JavaScript-heavy implementations can create indexing and rendering challenges, and content should be accessible in a way automated systems can reliably process.
According to Google’s explanation of passage-based ranking, modern ranking systems can evaluate sections of pages (“passages”) to surface the most relevant information, reinforcing the value of clear, well-structured sections. The GEO Playbook applies this logic to generative engines, recommending summaries, bullets and FAQs for extractability.
Third is citation context. AI systems are more likely to reference content that appears across trusted third-party publications, reinforcing authority through repetition and consistency.
Financial SEO and Trust in AI Discovery
Trust plays a particularly important role in AI discovery for finance, professional services and regulated industries.
According to Google’s Search Quality Evaluator Guidelines, content quality assessment places strong emphasis on reliability signals such as expertise, trust and transparency, particularly for high-stakes topics.
For Scottish financial services firms, fintech companies and B2B providers, this overlap is critical. AI visibility increasingly depends on demonstrating credibility in ways machines can interpret, not just human readers.
The Cost of Inaction
Failing to adapt to AI driven discovery carries measurable risk.
Businesses may experience declining organic traffic without understanding why. They may lose visibility in comparison prompts, supplier recommendations and expert queries despite maintaining strong SEO performance.
More critically, they may disappear from the decision-making process entirely as AI systems become the default interface between customers and information.
For Scotland’s SME-led economy, this represents not just a marketing challenge but a competitiveness issue.
What Comes Next for Scottish Businesses
The GEO Playbook outlines a structured approach for organisations seeking to adapt, including prompt mapping, citation monitoring, structured publishing and governance frameworks designed to manage accuracy and risk at scale.
For firms operating in regulated sectors, this often includes investment in structured content, citation monitoring and financial SEO services designed to reinforce trust signals across AI driven discovery platforms.
The central message is that AI visibility must be treated as an operational discipline rather than an experimental tactic.
As generative AI continues to reshape discovery, the businesses that remain visible will be those that evolve from optimising for rankings to optimising for trust, structure and citation authority.
About the Research
This analysis draws on findings from the GEO Playbook 2025, published by AccuraCast, alongside cited studies from Gartner, Semrush and industry benchmarks referenced within the playbook.