{"id":36484,"date":"2026-07-20T12:47:51","date_gmt":"2026-07-20T12:47:51","guid":{"rendered":"https:\/\/itbusinesstoday.com\/?p=36484"},"modified":"2026-07-20T12:47:51","modified_gmt":"2026-07-20T12:47:51","slug":"search-without-search-engines-how-ai-assistants-are-redefining-brand-discovery","status":"publish","type":"post","link":"https:\/\/itbusinesstoday.com\/ja\/martech\/search-without-search-engines-how-ai-assistants-are-redefining-brand-discovery\/","title":{"rendered":"\u691c\u7d22\u30a8\u30f3\u30b8\u30f3\u3092\u4f7f\u308f\u306a\u3044\u691c\u7d22\uff1aAI\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u304c\u30d6\u30e9\u30f3\u30c9\u767a\u898b\u306e\u3042\u308a\u65b9\u3092\u3069\u3046\u5909\u3048\u3064\u3064\u3042\u308b\u304b"},"content":{"rendered":"

Search has quietly stopped behaving like search. People don’t really open a browser anymore with this idea of comparing ten blue links, they just ask an AI assistant a question, expect one solid answer and then move on. That little habit is changing how brands are found, considered, and ultimately picked. McKinsey 2026 consumer research kind of captures this shift pretty clearly. Among people who already use AI search, 44%<\/a> 31%\u306e\u56de\u7b54\u8005\u304c\u3001\u5f93\u6765\u306e\u691c\u7d22\u30a8\u30f3\u30b8\u30f3\uff0831%\uff09\u3001\u30d6\u30e9\u30f3\u30c9\u516c\u5f0f\u30b5\u30a4\u30c8\uff089%\uff09\u3001\u30ec\u30d3\u30e5\u30fc\u30b5\u30a4\u30c8\uff086%\uff09\u3092\u4e0a\u56de\u308a\u3001\u3053\u308c\u3092\u6700\u3082\u597d\u3080\u60c5\u5831\u6e90\u3068\u3057\u3066\u6319\u3052\u3066\u3044\u307e\u3059\u3002\u6226\u3044\u306e\u5834\u306f\u3082\u306f\u3084\u691c\u7d22\u7d50\u679c\u30da\u30fc\u30b8\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u7b54\u3048\u305d\u306e\u3082\u306e\u304c\u6226\u3044\u306e\u5834\u3068\u306a\u3063\u3066\u3044\u308b\u306e\u3067\u3059\u3002.<\/p>

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\u691c\u7d22\u7d50\u679c\u304b\u3089AI\u306b\u3088\u308b\u304a\u3059\u3059\u3081\u307e\u3067<\/h2>

\"Search<\/p>

The biggest mistake marketers can make right now is believing this is just another Google update. It isn’t. The rules behind discovery are changing. Earlier, the goal was obvious. Get your page to the top of Google, win the click, and convince the visitor once they landed on your website. Every SEO strategy, content calendar, and backlink campaign was built around that journey.<\/p>

\u3053\u3061\u3089\u3082\u304a\u8aad\u307f\u304f\u3060\u3055\u3044\uff1a \u65e5\u672c\u306b\u304a\u3051\u308b\u6db2\u4f53\u51b7\u5374\uff1a\u6b21\u4e16\u4ee3AI\u30a4\u30f3\u30d5\u30e9\u306b\u65b0\u305f\u306a\u71b1\u7ba1\u7406\u6226\u7565\u304c\u5fc5\u8981\u306a\u7406\u7531<\/a><\/h4>

AI\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u306f\u3001\u305d\u306e\u6d41\u308c\u3092\u9759\u304b\u306b\u6253\u3061\u7834\u308a\u307e\u3057\u305f\u3002.<\/p>

\u4eca\u65e5\u3001\u6700\u9069\u306aCRM\u3084\u30b5\u30a4\u30d0\u30fc\u30bb\u30ad\u30e5\u30ea\u30c6\u30a3\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3001\u3042\u308b\u3044\u306f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30c4\u30fc\u30eb\u3092\u63a2\u3057\u3066\u3044\u308b\u65b9\u306f\u3001 \u81ea\u52d5\u5316<\/a> \u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u306f\u3001\u30d6\u30e9\u30a6\u30b6\u306e\u30bf\u30d6\u30925\u3064\u3082\u958b\u304f\u4ee3\u308f\u308a\u306b\u3001ChatGPT\u3084Perplexity\u3001\u3042\u308b\u3044\u306fGoogle AI\u30e2\u30fc\u30c9\u306b\u63a8\u5968\u3092\u5c0b\u306d\u308b\u3060\u3051\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u304c\u81a8\u5927\u306a\u60c5\u5831\u3092\u8aad\u307f\u8fbc\u307f\u3001\u9078\u629e\u80a2\u3092\u6bd4\u8f03\u691c\u8a0e\u3057\u305f\u4e0a\u3067\u3001\u5019\u88dc\u306e\u77ed\u3044\u30ea\u30b9\u30c8\u3068\u7c21\u5358\u306a\u8aac\u660e\u3092\u63d0\u793a\u3057\u3066\u304f\u308c\u307e\u3059\u3002 \u3082\u3057\u8cb4\u793e\u306e\u30d6\u30e9\u30f3\u30c9\u304c\u305d\u306e\u4f1a\u8a71\u306b\u4e00\u5ea6\u3082\u767b\u5834\u3057\u306a\u3051\u308c\u3070\u3001\u691c\u7d22\u9806\u4f4d\u306f\u307b\u307c\u4e8c\u306e\u6b21\u306b\u306a\u3063\u3066\u3057\u307e\u3044\u307e\u3059\u3002\u6280\u8853\u7684\u306b\u306f\u691c\u7d22\u53ef\u80fd\u3067\u3042\u3063\u3066\u3082\u3001\u5b9f\u8cea\u7684\u306b\u306f\u5b58\u5728\u3057\u3066\u3044\u306a\u3044\u3082\u540c\u7136\u306a\u306e\u3067\u3059\u3002\u307e\u3055\u306b\u305d\u306e\u7406\u7531\u304b\u3089\u3001\u300cAI\u30d6\u30e9\u30f3\u30c9\u30c7\u30a3\u30b9\u30ab\u30d0\u30ea\u30fc\u300d\u306b\u306f\u3001\u5f93\u6765\u306eSEO\u3068\u306f\u7570\u306a\u308b\u6226\u7565\u304c\u5fc5\u8981\u3068\u306a\u308b\u306e\u3067\u3059\u3002.<\/p>

The mechanics behind these recommendations are also very different. Large language models don’t just go and chase matching keywords. They grab information by meaning, through something like vector retrieval, then they add fresh and relevant context using Retrieval-Augmented Generation or RAG, and they also do brand checks via entity signals. When it matters they even pull in real time integrations. So basically, they’re trying to answer your question with confidence, not merely spit out a tidy list of pages.<\/p>

Google’s own direction points to the same shift. In its May 2026 Search guidance, Google<\/a> said it is improving how links show up in AI Search features, so people can more easily find the sources, brands and websites they value. It’s a subtle swap in wording but a pretty big shift in strategy. Winning attention isn’t only about ranking first anymore, not really. It is about becoming one of the few sources an AI system trusts enough to recommend before your competitor even gets a chance to be clicked.<\/p>

AI\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u306e\u6700\u9069\u5316\u306b\u304a\u3051\u308b3\u3064\u306e\u67f1<\/h2>

\"Search<\/p>

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The first pillar is entity clarity. Your brand should look kind of the same everywhere the internet talks about it. You know, structured data like JSON-LD, plus consistent company information, Wikidata entries, and profiles that are well maintained, all help AI systems understand that every single mention is really about the same entity. And if your digital identity gets split up, like fragmented in a way, then AI has less confidence when it’s time to recommend you.<\/p>

2\u3064\u76ee\u306e\u67f1\u306f\u300c\u30b3\u30f3\u30bb\u30f3\u30b5\u30b9\u300d\u3067\u3059\u3002AI\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u306f\u3001\u8cb4\u793e\u306e\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u4e0a\u306e\u4e3b\u5f35\u3060\u3051\u306b\u983c\u3063\u3066\u3044\u308b\u308f\u3051\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u3088\u308a\u5e83\u7bc4\u306a\u4f1a\u8a71\u304b\u3089\u3082\u5b66\u7fd2\u3057\u307e\u3059\u3002Reddit\u3084\u696d\u754c\u30d5\u30a9\u30fc\u30e9\u30e0\u3001\u30ec\u30d3\u30e5\u30fc\u30b5\u30a4\u30c8\u3001\u30a2\u30ca\u30ea\u30b9\u30c8\u306b\u3088\u308b\u8a00\u53ca\u3001\u5c02\u9580\u5bb6\u30b3\u30df\u30e5\u30cb\u30c6\u30a3\u3067\u306e\u8b70\u8ad6\u306f\u3001\u81ea\u5df1\u5ba3\u4f1d\u3067\u306f\u306a\u304f\u72ec\u7acb\u3057\u305f\u610f\u898b\u3092\u53cd\u6620\u3057\u3066\u3044\u308b\u305f\u3081\u3001\u591a\u304f\u306e\u5834\u5408\u3001\u3088\u308a\u5927\u304d\u306a\u91cd\u307f\u3092\u6301\u3061\u307e\u3059\u3002 \u4fe1\u983c\u3067\u304d\u308b\u60c5\u5831\u6e90\u306e\u3059\u3079\u3066\u304c\u3001\u5fa1\u793e\u306e\u30d6\u30e9\u30f3\u30c9\u306b\u3064\u3044\u3066\u7570\u306a\u308b\u8aac\u660e\u3092\u3057\u3066\u3044\u308b\u5834\u5408\u3001\u305d\u306e\u4e0d\u4e00\u81f4\u306f\u4fe1\u983c\u3092\u640d\u306a\u3046\u3053\u3068\u306b\u306a\u308a\u307e\u3059\u3002.<\/p>

The third pillar is citation-worthy content. Original research, benchmark reports, customer studies, and expert insights give AI systems something valuable to reference instead of recycle. OpenAI’s 2026 Deep Research<\/a> \u4eca\u56de\u306e\u30a2\u30c3\u30d7\u30c7\u30fc\u30c8\u306f\u3001\u3053\u306e\u65b9\u5411\u6027\u3092\u53cd\u6620\u3057\u305f\u3082\u306e\u3067\u3059\u3002\u3053\u306e\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u306f\u3001\u4fe1\u983c\u3067\u304d\u308b\u60c5\u5831\u6e90\u306b\u63a5\u7d9a\u3057\u305f\u308a\u3001\u691c\u7d22\u5bfe\u8c61\u3092\u4fe1\u983c\u3067\u304d\u308b\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u306b\u9650\u5b9a\u3057\u305f\u308a\u3001\u30e6\u30fc\u30b6\u30fc\u304c\u60c5\u5831\u3092\u78ba\u8a8d\u3067\u304d\u308b\u3088\u3046\u3001\u660e\u78ba\u306a\u51fa\u5178\u3092\u660e\u8a18\u3057\u305f\u5b8c\u5168\u306a\u51fa\u5178\u60c5\u5831\u3092\u5099\u3048\u305f\u56de\u7b54\u3092\u751f\u6210\u3057\u305f\u308a\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002\u3053\u308c\u306f\u3001\u30de\u30fc\u30b1\u30bf\u30fc\u306b\u3068\u3063\u3066\u660e\u78ba\u306a\u30b7\u30b0\u30ca\u30eb\u3068\u306a\u308a\u307e\u3059\u3002 \u72ec\u81ea\u3067\u691c\u8a3c\u53ef\u80fd\u306a\u77e5\u8b58\u3092\u751f\u307f\u51fa\u3059\u30d6\u30e9\u30f3\u30c9\u306f\u3001AI\u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u304c\u5f15\u7528\u30fb\u63a8\u5968\u3059\u308b\u60c5\u5831\u6e90\u3068\u306a\u308b\u53ef\u80fd\u6027\u304c\u306f\u308b\u304b\u306b\u9ad8\u304f\u306a\u308a\u307e\u3059\u3002\u4e00\u65b9\u3001\u4ed6\u8005\u304c\u3059\u3067\u306b\u516c\u958b\u3057\u305f\u5185\u5bb9\u3092\u5358\u306b\u7e70\u308a\u8fd4\u3057\u3066\u3044\u308b\u3060\u3051\u306e\u30d6\u30e9\u30f3\u30c9\u306f\u3001\u5358\u306a\u308b\u96d1\u97f3\u306e\u4e00\u90e8\u306b\u904e\u304e\u306a\u304f\u306a\u3063\u3066\u3057\u307e\u3046\u3067\u3057\u3087\u3046\u3002.<\/p>

AI\u30d5\u30a1\u30fc\u30b9\u30c8\u306e\u4e16\u754c\u306b\u304a\u3051\u308b\u30d6\u30e9\u30f3\u30c9\u8a8d\u77e5\u5ea6\u306e\u6e2c\u5b9a<\/h2>

One of the biggest blind spots in marketing today is kind of using yesterday’s metrics to judge tomorrow’s discovery. Like, old school rank trackers were built for search results that feel predictable, where everybody saw roughly the same set of webpages. But AI assistants do not really work like that. Their responses change, based on the question, the users’ context, the sources that are available, and even the newest info that gets pulled into the conversation. So two people asking similar things might not end up with the same recommendation, or the same ranking sort of outcome. That makes visibility far more dynamic than a simple ranking report can capture.<\/p>

\u3053\u306e\u5909\u5316\u306f\u3082\u306f\u3084\u7121\u8996\u3067\u304d\u306a\u3044\u3082\u306e\u306b\u306a\u308a\u3064\u3064\u3042\u308a\u307e\u3059\u3002\u30c7\u30ed\u30a4\u30c8\u306e\u8a66\u7b97\u306b\u3088\u308b\u3068\u3001\u304a\u3088\u305d 29%<\/a> of adults in developed markets will kick off at least one search every day using a generative AI summary, while only 10% will bother with standalone GenAI apps. And yeah, as AI powered search starts showing up in everyday habits, marketers have to sort of rethink what ‘success’ even means, because it can’t just be the usual stuff.<\/p>

A better place to begin is Share of Model (SoM), which basically tells you how frequently your brand pops up in AI generated replies, versus your rival brands, for the relevant prompts. But here’s the thing, being visible is only the first layer. Sentiment around recommendations counts just as heavily. Like an AI<\/a> \u30a2\u30b7\u30b9\u30bf\u30f3\u30c8\u306f\u3001\u5fa1\u793e\u306e\u3053\u3068\u3092\u983b\u7e41\u306b\u8a71\u984c\u306b\u4e0a\u3052\u306a\u304c\u3089\u3082\u3001\u5fa1\u793e\u3092\u300c\u624b\u9803\u306a\u4fa1\u683c\u306e\u9078\u629e\u80a2\u300d\u3068\u3057\u3066\u4f4d\u7f6e\u3065\u3051\u3001\u4e00\u65b9\u3067\u7af6\u5408\u4ed6\u793e\u3092\u300c\u771f\u306e\u5e02\u5834\u30ea\u30fc\u30c0\u30fc\u300d\u3068\u547c\u3076\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002\u3053\u3046\u3057\u305f\u8a00\u8449\u306e\u9078\u3073\u65b9\u306f\u3001\u30e6\u30fc\u30b6\u30fc\u304c\u5fa1\u793e\u306e\u30b5\u30a4\u30c8\u3092\u30af\u30ea\u30c3\u30af\u3059\u308b\u524d\u304b\u3089\u3001\u3059\u3067\u306b\u91cd\u8981\u306a\u610f\u5473\u3092\u6301\u3064\u306e\u3067\u3059\u3002.<\/p>

Then there’s citation frequency too. Each time your reports, research, or webpages show up in source cards across places like ChatGPT Search or Perplexity, you’re quietly reinforcing your authority throughout the whole AI universe. In this setting, the aim isn’t really to ‘own’ the top webpage anymore. It’s more about becoming a reliable trusted source that AI assistants keep reaching for when they shape the answers people see first.<\/p>

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\u307b\u3068\u3093\u3069 \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0<\/a> teams don’t have an SEO problem anymore. They have a visibility problem they haven’t started measuring yet. Many brands are still investing heavily in content while assuming AI assistants will naturally discover and recommend it. That assumption is expensive. AI does not reward effort. It rewards confidence. If it cannot confidently identify your brand, validate it across the web, and support it with reliable sources, someone else gets recommended instead.<\/p>

That is why the next move isn’t producing more content. It is making your brand easier to trust.<\/p>