You’ve probably been noticing that search results look different lately with AI overviews from Google Gemini and Bings Co-Pilot.
Maybe you’re also using ChatGPT or Perplexity. Perhaps you are doing a cheeky search for yourself and seeing what pops back?
Well, we’re starting to see traffic to our websites from ChatGPT. So the next question is obvious: How do we make sure New Zealand businesses are in there as well?
Ensuring that our businesses are highlighted when relevant conversations are being had will be the key to increasing our visibility in an AI world.
Before we dive into what to do, let’s look at why this shift matters so much for New Zealand businesses.
AI-driven search is changing how people find information.
For years, SEO has been about getting ranked on Google. But now AI chatbots like ChatGPT, Gemini, and Perplexity are shaping what users see. If your business isn’t included in AI-generated results, you’re missing out on a growing audience.
NZ businesses face a unique challenge: We operate in a small market, but AI’s global reach creates massive opportunities.
Many Kiwi businesses focus on ranking well in NZ, but AI tools pull from global sources. (That’s not surprising, these tools were built overseas.)
This means that exporters, tourism operators, and eCommerce businesses can’t just rely on local SEO anymore. AI gives them a bigger opportunity to be seen by international customers.
Meanwhile, service-based businesses (like tradies, accountants, and legal firms) need to ensure they remain visible locally in both traditional and AI-driven search results.
Let’s be honest. NZ tends to adopt digital trends later than markets like the US or Australia. That’s not a bad thing - it just means there’s less competition right now for AI visibility.
So if you’re focused on the NZ market, getting AI-optimised early means a better chance that AI mentions you instead of your competitors.
AI search results don’t just appear out of thin air. These chatbots pull their information from different sources, some of which you can actually influence.
Here’s where they get their data:
It’s a lot like traditional SEO. If you’re ranking well for the searches relevant to your business, you’ll start appearing in ChatGPT when relevant questions are asked. Unlike Google Search, ChatGPT doesn’t just list links, it pulls the most relevant snippets of information and presents them as a single summarised response.
What this means for NZ businesses:
So how do you start popping up in AI results?
AI models prioritise clear, concise, and well-structured information.
Here’s what works well:
NZ-Specific Tip: If you’re in tourism, hospitality, or eCommerce, create content that answers common international visitor questions - AI bots love pulling from well-explained, informative pages.
AI models favour trusted websites, so the more credible sources that mention you, the better.
NZ businesses should focus on getting mentioned in:
Leverage customer engagement.
AI models scan for customer mentions and reviews, so:
Ensure AI models can effectively interpret your content by:
Some AI models (like Perplexity) allow businesses to submit their sites for crawling. Check if this applies to your industry.
If your business has original research or insights, share them on platforms where AI sources information (e.g. LinkedIn, Reddit, Quora).
AI-driven search is still evolving, but it’s moving fast. As usual, early adopters will benefit the most.
New Zealand businesses that act now will have a competitive edge before AI-driven search becomes standard.
Key takeaways
We’ve developed an AI‑Ready Website Audit designed for Kiwi businesses who want to stay visible in the age of AI-driven search.
If your site isn’t structured right, missing schema markup, or failing to show up in tools like ChatGPT, Co-Pilot or other AI Overviews, you’re already behind.
Our AI‑Ready Website Audit shows you exactly what AI tools “see” when they scan your website and more importantly, what they don’t.
Here’s what included:
The AI‑Ready Website Audit is ideal if:
If you’re unsure where your website stands, now’s the time to check.
Let’s chat. We can help you make sense of the chaos and build an unfair advantage in this quickly changing world.
To appear in AI-driven summaries, focus on creating clear, concise, and well-structured content that directly answers common user questions. Use FAQ-style sections, service pages with key details up front, and data-backed insights (reports, case studies). Make sure you add schema markup (e.g. FAQ, HowTo, Organization) so AI models can parse your content easily. Additionally, build your site’s authority by earning mentions and backlinks from trusted local sources (NZ Herald, Stuff, industry blogs) and encourage customer reviews that mention your brand name, AI tools scan these signals when selecting sources.
First, verify your site is accessible to crawlers by submitting your sitemap to platforms that support live web crawling (e.g. ChatGPT’s browsing-enabled mode, Perplexity’s submission tools). Next, keep your Google Business Profile up to date with accurate descriptions, services, and images. Structure your pages with bullet points, headers, and concise paragraphs, and include relevant internal links. Finally, engage on platforms where AI sources data; share original insights on LinkedIn, Reddit, or Quora to increase the chances that AI bots will reference and surface your content in their overviews.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.
His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.
