The article explores rapidly rising adoption of ChatGPT and AI-powered conversational search as new entry points for consumers seeking information — and cites data from BrightEdge showing that AI-driven referral traffic to content sites grew by 620% YoY for Q3 2025. It argues that marketers must broaden their focus beyond traditional SEO to include conversational-ready content, structured data and multi-format assets (text, video, schema) to capture attention where AI presents answers directly.