AI search is changing at a pace none of us has experienced before in marketing.
The presentations I saw at Zero Click NY highlighted both how much AI search has changed over the past six months and the characteristics that may become lasting features of the landscape.
Of all the points covered, these seven stood out as the most important.
From the rise of the marketing engineer, to the differences between Claude and ChatGPT results, to Claude’s meteoric rise among businesses over the past 12 months, here are the most impactful takeaways I left with.
1. Every AI relies on different content
ChatGPT and Claude share only about 8% of their citations, per Profound data. Put differently, 92% of what ChatGPT cites wouldn’t be cited by Claude for the same query. A brand can own visibility in one engine and be virtually invisible in the other.
On top of that, they don’t just cite different websites. They prefer different kinds of content.
- ChatGPT indexes heavily on community content: Reddit, Quora, and forums make up roughly 16% of its citations.
- Claude sits at less than 1%. Claude, by contrast, loves listicles (36% of citations vs. ChatGPT’s ~20%) and opinion content (13.2% vs. 7.2%).
The relationship to traditional search splits the same way. About 64% of the websites Claude cites also appear in Google’s top 50 for the same query. For ChatGPT, it’s only 37%.
In other words, “just do the SEO work you’ve been doing” might work for Claude visibility, but likely won’t for ChatGPT.
Takeaway: It’s critical to communicate to stakeholders that “AI visibility” will inevitably vary by LLM, and you’ll have to prioritize them depending on whom you’re trying to reach (more on that later).
Track visibility by engine because the work that wins in one might do almost nothing in another. UGC and community seeding move ChatGPT, while listicles and traditional rankings move the needle on Claude.
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2. Claude is quietly winning B2B — so sequence your optimization by audience
If you’ve seen the generative AI traffic-share charts, Claude looks like a rounding error.
But web traffic is the wrong chart. Roughly 85% of Anthropic’s revenue comes from enterprise and API usage that never shows up in consumer traffic data.
The right chart comes from Ramp’s AI Index, which tracks corporate card spend across tens of thousands of businesses.
A year ago, single digits of those businesses were paying for Anthropic. Today, it’s 34.4% — ahead of OpenAI at 32.3%. For the first time, more businesses pay Anthropic than OpenAI.
I came away from this presentation asking myself: If business users are…
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