One of today’s paradoxes is that while machines accumulate intelligence, humans reduce their clicks to the bare minimum. The user asks, and the AI responds with absolute certainty, relegating traditional media (El País, CNN, The New York Times) to the role of footnotes in a narrative they no longer write. In this new landscape emerges “AI SEO” —or even “GEO SEO”—, a terrain where algorithms optimize one another, correcting mistakes and flagging missing keywords like invisible editors. The numbers set the tempo. Gemini, for example, surpasses one million monthly queries, Copilot hovers around half a million, and Perplexity already exceeds 300,000. The oracle has shifted its stage, and strategists who fail to grasp this will end up preaching in an empty temple.

For now, the advantage belongs to those who possess accumulated prestige. A publication like El País, with its domain authority and the trust it inspires in Google, multiplies its chances of also being cited by artificial intelligences. Double visibility is gold. The ideal scenario is to secure a place both in the results of traditional searches and in the conversational responses of AI. Brands are beginning to pay for a presence in hybrid showcases where classical SEO and AI SEO intertwine. It is no longer about climbing to the first page of Google, but about having ChatGPT call you by name when someone asks about the kind of product you make or the service you provide.