Data-driven strategies, expert analysis and practical tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling and SEO.
You now ask ChatGPT, or see a ready-made answer at the top of Google, before you even click on a site. Your customers do the same. In this guide we explain in plain words what AI SEO is, what changes in practice and where to start, without jargon and without hype.
The phrase sounds like folk wisdom until you run a business on it. In marketing, putting all your eggs in one basket translates to something specific and quantifiable: concentrating your growth dependency on a single channel — usually paid, usually on one platform — in a way that turns every platform-level risk into an existential one. The game in 2026 is not finding the one channel that performs. It is building a portfolio of channels that compound together.
ChatGPT has spent the last two years becoming the first place many users go when they have a real question. Now it is opening up to advertising placements — and the performance marketing playbook has to evolve with it. Unlike social feeds or traditional search result pages, ChatGPT is an intent-first environment: users do not scroll, they ask. That shift changes what targeting looks like, what creative has to do, and how performance gets measured.
Apostolos Ouzounis, Director of Business & Strategy at Omnicliq, represented the team at E-commerce Berlin Expo — the largest event for online business in Europe. Over two days he met leading brands, dug into the latest performance marketing trends, and gathered valuable insights on where the digital market is heading next.
The Search & Discovery Awards recognise work that turns visibility into measurable growth, when technical skill, strategy and creativity work together. That matters more than ever: search is changing fast, and brands are now discovered in AI answers, social and apps as well.
Search used to have one answer layer: the list of blue links on Google. Measurement was straightforward — you ranked, or you did not. That world is already gone for a significant share of users. With roughly 34% asking LLMs daily for real answers, a non-trivial portion of brand-related traffic, consideration, and purchase intent now flows through AI systems that summarise the web instead of linking to it. And yet most brands cannot answer a simple question: are we even cited in those summaries?
Most case studies talk about growth percentages and keyword rankings. Here we talk about something else: the people who search and what they need. We show how the SEO strategy put instacar in front of the user with the right message, at the right moment.
A Google ranking brings clicks: the user sees a list and chooses. A citation in an AI answer is different: the AI has decided your content is trustworthy enough to use as a source. That trust is harder to earn and measured differently. Below is what works consistently and how it ties in with the SEO you already do.
At the autumn CEE Digital Alliance C-level meetup in Bratislava, Omnicliq brought the performance marketing view through Fanis (Head of Automations & Partner) and Dimitris (Head of Digital & Partner), in discussion with teams from across Central Europe. The question was practical: how does AI become a strategic tool in daily work rather than a nice demo?
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