From Google to Generative AI: Navigating the New Age of Organic Discovery

Date: 17th September 2025, 10:00 AM

Location: Mumbai

In this article, Senthil Kumar Hariram, Founder and Managing Director of FTA Global examines how organic discovery continues to change as we move into an era where Generative Artificial Intelligence (AI) and Large Language Model (LLM) driven systems have taken the lead in searching.

Traditionally people have used platforms such as Google with respect to searching for answers through keyword-based searches. More recently however, generative and artificial intelligence (including LLMs) have become the new normal for searching, as they create an experience where by searching, the intent of the user's inquiry will be interpreted and relevant contextualized/ synthesized responses are given to the user.

As a result of this change in the way users search, brands will need to think about how they will be able to achieve organic visibility. Senthil states that traditional SEO practices are no longer going to be enough. Brands need to build a content ecosystem that is structured (organized), interconnected (interrelated) and contextually rich(have meaning) so that LLMs can easily interpret and surface it.

The focus has now shifted from achieving a high-ranking position on "organic search result" pages to the need to be included as part of AI-generated responses to user queries.

Senthil highlights the need for brands to make their content clear, authoritative and consistent. Given that AI systems will evaluate information based on how trustworthy/relevant/sourced it is, brands need to ensure their digital presence reflects strong semantic relationships and accurate information throughout all customer touchpoints.

Another key finding is the need for marketers to shift to a systems way of working. Organic discovery is no longer a stand-alone function; it is a product of how well content, data and technology converge.

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