AI is changing our search behaviour. The old methods need to be updated. So what do Kiwi businesses need to do to stay ahead of the pack?
You’ve probably been noticing that your search results are changing with these AI overviews. Maybe you’re also using ChatGPT. Maybe doing a cheeky search for yourself and seeing what pops back?
Well, we’re starting to see traffic to our websites from ChatGPT. So the next question is obvious: How do we make sure New Zealand businesses are in there as well?
Ensuring that our businesses are highlighted when relevant conversations are being had will be the key to increasing our visibility in an AI world.
But before we get into the ‘how,’ let’s talk about why this shift is such a big deal for Kiwi businesses.
AI-driven search is changing how people find information.
For years, SEO has been about getting ranked on Google. But now AI chatbots like ChatGPT, Gemini, and Perplexity are shaping what users see. If your business isn’t included in AI-generated results, you’re missing out on a growing audience.
NZ businesses face a unique challenge: We operate in a small market, but AI’s global reach creates massive opportunities.
Many Kiwi businesses focus on ranking well in NZ, but AI tools pull from global sources. (That’s not surprising, these tools were built overseas.)
This means that exporters, tourism operators, and eCommerce businesses can’t just rely on local SEO anymore. AI gives them a bigger opportunity to be seen by international customers.
Meanwhile, service-based businesses (like tradies, accountants, and legal firms) need to ensure they remain visible locally in both traditional and AI-driven search results.
Let’s be honest. NZ tends to adopt digital trends later than markets like the US or Australia. That’s not a bad thing - it just means there’s less competition right now for AI visibility.
So if you’re focused on the NZ market, getting AI-optimised early means a better chance that AI mentions you instead of your competitors.
AI search results don’t just appear out of thin air. These chatbots pull their information from different sources, some of which you can actually influence.
Here’s where they get their data:
It’s a lot like traditional SEO. If you’re ranking well for the searches relevant to your business, you’ll start appearing in ChatGPT when relevant questions are asked. Unlike Google Search, ChatGPT doesn’t just list links, it pulls the most relevant snippets of information and presents them as a single summarised response.
What this means for NZ businesses:
So how do you start popping up in AI results?
AI models prioritise clear, concise, and well-structured information.
Here’s what works well:
NZ-Specific Tip: If you’re in tourism, hospitality, or eCommerce, create content that answers common international visitor questions - AI bots love pulling from well-explained, informative pages.
AI models favour trusted websites, so the more credible sources that mention you, the better.
NZ businesses should focus on getting mentioned in:
Leverage customer engagement.
AI models scan for customer mentions and reviews, so:
Ensure AI models can effectively interpret your content by:
Some AI models (like Perplexity) allow businesses to submit their sites for crawling. Check if this applies to your industry.
If your business has original research or insights, share them on platforms where AI sources information (e.g. LinkedIn, Reddit, Quora).
AI-driven search is still evolving, but it’s moving fast. As usual, early adopters will benefit the most.
New Zealand businesses that act now will have a competitive edge before AI-driven search becomes standard.
Key takeaways
Want to make sure your business is AI-ready?
Let’s chat. We can help you make sense of the chaos and build an unfair advantage in this quickly changing world.
AI search results provide summarised answers instead of just listing links. Tools like ChatGPT and Perplexity pull information from various sources, including authoritative websites, structured data, and real-time crawling. Unlike traditional search, where ranking on Google is key, AI search focuses on clear, structured, and credible content that answers user queries directly.
AI models prefer well-structured, informative content. FAQ-style articles, clear service pages, and data-backed insights (like reports or case studies) perform well. Content that directly answers common questions in your industry, especially with bullet points and concise explanations, has a higher chance of being referenced by AI tools.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.
His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.
