Collaboration Against the Machine

The day is here folks. Caesar SEO is dead. All hail Brutus AIO. That’s right, AIO is emerging as the successor to SEO as the perceived best way to stay ahead in search in this new world order.

In case a refresher is in order, AIO = AI Optimization. Just as we've all come to "optimize" the content we write for search engines (SEO), marketing pros across every industry are now scrambling to optimize their content for different AI tools and models (a few examples: ChatGPT, Gemini, Perplexity, and so on). AI search is MASSIVE, and is fast becoming a more trusted way for visitors and travellers to research which destinations to prioritize.

Okay, back to my "SEO = Caesar and AIO = Brutus" analogy. I admit maybe that’s a shade of hyperbole. I mean SEO still does have some relevance (especially for the boomer and Gen X populace that are slower to embrace AI). However, all signs are pointing towards an inevitable outcome.

In case a quick refresher is in order, AIO = AI Optimization. Basically, it's the process of optimizing your content to appear in AI tools and LLMs (large language models) like ChatGPT, GPT Search, Perplexity, Gemini, and so on.

To put this into perspective, consider a few talking points from Google’s CEO Sundar Pichai. He said that Gemini is processing 50x more tokens in 2025 than in 2024, and that their AI overviews have scaled to over 1.5 Billion users in use in over 200 countries this year.

And just a few weeks ago Google offered buyouts for staff largely in their search department. The writing is on the wall.

So, what does this all mean for the tourism industry? Basically — that we need to ensure Perplexity, GPT Search or any of the other major AI models are serving up our organizations or destinations as a recommendation to user queries.

Luckily, I have some extremely good news —I have discovered the hack! I’ve uncovered the single biggest cheat code to surfacing as a result in AI recommended lists.

So what is it? …. Drumroll please. ….

Be authentic and be an authority on whatever you are talking about. And if you aren’t the authority on a subject, collaborate with an organization that is.

That’s it. That’s all there is to it.

Be real, touch grass, look the robot in the eyes, and tell it what you are about with honesty and integrity through your website and content.

There is no magic cheat code for the AI.

No keyword to insert. No cheeky workaround to get you recommended.

The answer is be real. Be an authority on what you know best and whatever you represent. Then, collaborate with your network to churn out authentic, authoritative content.

But what does being “an authority” really mean? Well, if you’re a DMO, that means posting content that champions the real spirit of your community, not as you want it to be, but as it is.

Post highlights from within your organizations or from associated members (or, have them write content directly for your platform). Own who you are and address perceptions of your community head on — take the rein on narratives and perceptions already out there.Above all, be grounded in where you are, and move the dial on where you want to be with real development before you market it.

Smoke and mirrors marketing campaigns wont fool the robots anymore. If you really want to show up as a recommended location when someone asks Perplexity “where is the best fish and chips in North America” you better come prepared with receipts (aka: proof). You need to be that authority. You need to work with your restauranteurs and the seafood suppliers to champion that narrative. The fishermans guild, the chefs society, the media, everyone needs to be in consensus.

And this is a real opportunity. You no longer need to rely on 3rd party endorsements from influencers or creators in order for AI to recognize your authority and serve you up as a recommendation. You simply need to structure your content in a recognizable way, work with the pros, and continue to deliver on what you say you can deliver on.

Adding another layer into the mix is Deep Search. This is Google’s approach to layering in personalized context into its AI Mode this summer. This means that soon, users’ cookies and search history will be used for context when deriving recommendations for them.

This customization means that now more than ever, getting granular with your niche content can pay dividends. These tailored search results cut through the noise of generalization, and allow users to see what is of particular interest to them surfaced as an overview.

Imagine looking up different steak cuts and Youtubing how to break down a brisket. Then fast forward a month you are searching for the best restaurant to eat at in Texas. With Deep Search, you are far more likely to see a steakhouse or BBQ joint serving brisket at the top of that list. That’s the power of Deep Search.

So don’t shy away from writing about the niche quirks of your community. Celebrate them. Because every niche has a community, and every community likes to feel welcomed when they travel.

So at the end of the day, how you cheat the AIO game is simple. Be real. Work together. And own the quirks that make your community authentically you.