Generative AI: The New Discovery Channel for Brands

Garage366
Aug 20
3 min read

What’s Changing?

The way people discover brands is undergoing a seismic shift.

Where we once searched Google and scrolled through pages, we now ask ChatGPT, Gemini, Claude, and other generative AI engines for direct answers. These tools don’t show 10 blue links — they give one synthesized answer.

This means: If your brand isn’t optimized to show up in that answer, it’s invisible.

Welcome to Generative AI Optimization (AI‑SEO) — a new form of digital visibility.

Why It Matters for Brands in the UAE & Saudi Arabia

User Growth: Rapid Uptake of Generative AI

Adoption of generative AI in the region is among the highest globally:

UAE:
- ~58% of internet users have tried tools like ChatGPT (Ipsos, 2024).
- Usage among 18–34-year-olds exceeds 70%.
- The UAE ranks in the top 10 countries worldwide for AI tool traffic per capita.
Saudi Arabia:
- Over 50% of surveyed residents have used generative AI tools.
- Adoption is growing fast in both English and Arabic use cases.
Region-wide:
- Google MENA reports a 3× increase in Arabic-language AI-related search queries year-over-year.
- 75% of GCC businesses have already piloted generative AI in at least one business function (McKinsey, 2024).

User Behavior: From Search to Synthesized Answers

What’s more important than the number of users? How they behave:

AI-first discovery: More users are skipping traditional search and going straight to AI tools to ask questions like:
- “Best local bank for startups in Dubai?”
- “Top digital marketing agencies in Riyadh?”
- “Best skincare brands available in the UAE?”
One-answer environment: Unlike search engines that show multiple results, AI engines offer one synthesized response. That means fewer opportunities to appear — and more urgency to optimize.
Trust shift: Users are increasingly trusting AI tools as neutral curators — especially when answers are sourced from reputable content, official websites, and clearly authored thought leadership.

This shift demands a new strategy: Optimize your content to be picked up, trusted, and cited by AI engines.

What Is Generative AI Optimization (AI‑SEO)?

AI‑SEO (also called Generative Engine Optimization or Answer Engine Optimization) is the practice of structuring and positioning your digital content so that AI tools can easily understand, summarize, and cite it in answers to user questions.

It’s not just about keywords. It’s about intent, structure, clarity, and authority.

What Brands Can Do

Here’s how brands in the UAE and Saudi Arabia can prepare:

Structure for AI

Use FAQs, Q&A content, and schema markup.
Include clear, human-sounding answers to likely user queries.
Add author names, dates, and sources for credibility.

Align to Natural Language

Write how people speak.
Answer common questions directly.
Use headings that mirror user queries (e.g., “What is the best cloud service in KSA?”).

Create Authoritative, Useful Content

Publish insights, case studies, guides, and expert commentary.
Prioritize depth, originality, and helpfulness — AI tools weigh these heavily.
Localize content with region-specific language, examples, and regulations.

Monitor Visibility in AI Tools

Tools like ChatGPT and Gemini don’t offer analytics (yet), but you can:
- Track branded queries inside AI tools.
- Monitor referral traffic changes.
- Use tools like llms.txt to guide AI crawlers on what content to use.

Real-World Context: Regional Readiness Is High

The Middle East — especially the UAE and Saudi Arabia — is among the most AI-ready regions in the world.

Government Strategy:
UAE has a national AI strategy with dedicated ministers, and KSA’s SDAIA is driving massive AI data infrastructure initiatives.
Business Buy-In:
57% of GCC companies dedicate at least 5% of their digital budget to generative AI (McKinsey, 2024), compared to 33% globally.
Talent and Tools:
MENA-based businesses are building internal Gen AI tools, training data pipelines, and hiring prompt engineers and AI content strategists.