By Lara O’Reilly, Geoff Weiss
Publication Date: 2025-11-19 10:10:00
This summer, the PR agency Bospar was preparing a major announcement for its client, the AI computer vision company RealSense, when it discovered an awkward problem.
When Bospar asked ChatGPT, Claude, Gemini, or Copilot for information about RealSense, each one provided a version of the same answer: RealSense was no longer in business.
In reality, the company was on the verge of announcing a spin-out from its parent, Intel, and a $50 million funding round. How could RealSense get top-tier press coverage if the leading AI tools had already written its obituary?
“There’s no 1-800 number for ChatGPT if there’s an error,” said Curtis Sparrer, principal at Bospar.
About half of US consumers are using AI-powered search to evaluate and discover brands, per a recent McKinsey report. In this new era, Google — which has introduced its own AI search features — still dominates the overall search market, responsible for roughly 90% of global search engine traffic, according to Cloudflare.
As the nature of search begins to shift, businesses from travel companies to clothing brands are racing to ensure they show up prominently — and accurately — inside these answer engines.