The New Digital Paradigm: How Your Brand Will Be Discovered in 2026

The adoption of artificial intelligence has transformed digital marketing. Traditional search engine optimization efforts are now incorporating GEO (generative engine optimization) principles to reflect the rise of AI search, creating a new paradigm for online presence. Below are three key predictions about how brand discovery will be transformed in 2026.

1. AI engagement will become more conversational.

Users are more frequently submitting long-tail queries when interacting with AI chatbots, phrasing questions in the way they would ask a friend. As most voice assistants are now equipped with AI, the accuracy of their outputs is improving. Therefore, we’ll see users finding more confidence in their use. In 2026, retailers will need to have a keen understanding of how their customers phrase questions in real life and create content that reflects these more natural queries and answers.

2. AI chatbots will forge the path of product discovery to purchase.

According to Salesforce, 17 percent of U.S. orders during Cyber Week 2025 (the period between Thanksgiving and Dec. 1) were influenced by AI technology and agents. Shoppers are becoming more comfortable turning to AI for specific shopping help, finding the benefits of instant, customized answers. Many leading retailers are taking AI search engines into account when formulating their e-commerce strategies. Some companies are already piloting AI chatbot checkouts, which I anticipate will become widespread this year. Additionally, brands will begin to consider paid placements within chatbots, further influencing the customer journey and visibility strategies for retailers.

3. Success metrics will be rewritten to meet AI standards.

With AI transforming digital marketing efforts, measures of success will similarly shift in this new paradigm. For years, website and social analytics have been staples of success, but tracking visibility in AI results will be the next frontier. Tools that examine where businesses appear in AI results are gaining traction. In 2026, I anticipate these tools becoming more accurate, more accessible, and available as add-ons in major AI platforms. This will give both big and small retailers a clearer view of how they're discovered across traditional and AI-driven search, driving them to continuously optimize their strategies.

With all this change impacting retailers in 2026, one thing will remain constant: helpful, clear content will win regardless of channel. As new tactics emerge, brands need to continue to prioritize meeting their audiences where they are with content that answers frequently asked questions with accurate and updated information. Combining this foundation with AI search strategies will be critical for brand discoverability in 2026 and beyond.

Alicia Pringle is senior director of online marketing at Network Solutions, AI website builder, domain name, and trusted hosting, all in one place.