Why consumers are tired of being gamed—and what smart brands are doing instead

Once upon a time, Google’s front page was the goal. You built your SEO strategy, picked your keywords, and waited for the clicks to roll in.

But things are changing — and fast.

The AI Shift No One’s Talking About Loud Enough

Google’s own Search Generative Experience (SGE) is already reshaping how people interact with search. Instead of showing ten blue links, users now see AI-generated summaries, instant answers, and content pulled from a select few sources—often with no need to click through at all.

And it’s not just Google. AI-powered search tools like ChatGPT and Perplexity AI are quietly gaining traction, with millions using them daily to find answers, plan purchases, and skip traditional search engines altogether. It’s still early days—these tools represent a small fraction of global search—but usage is growing fast, and analysts predict AI search could account for 14% of the market by 2028.

This isn’t a glitch. It’s the future.

And for brands, it means your beautifully optimised content might never be seen—because it’s now buried below the fold, or worse, excluded entirely. If your SEO strategy still assumes that search works the way it did five years ago, it’s time for a serious rethink.

Pay-to-Play: Why Traditional SEO Is No Longer a Level Playing Field

Let’s be honest. Google has become a pay-to-play playground.
The brands with the biggest budgets dominate the top spots—whether that’s through paid search, massive content teams, or technical SEO horsepower.

The best content doesn’t always win.
And consumers? They’re starting to notice.

Consumers Know They’re Being Gamed

We’ve trained users to scroll past the ads, question the links, and skim AI answers without clicking at all.

People are savvier than ever—they don’t just want the most optimised page.
They want to recognise the brand. To feel trust. Credibility. Relevance. And that doesn’t come from keyword stuffing or technical tricks.

It comes from presence.

SEO is Visibility. PR is Recognition.

The brands that are still getting found are the ones people already know.
Not just because they show up on Google—but because they’ve shown up in Elle Decoration, Livingetc, House Beautiful.
Because they’re talked about. Shared. Respected.

They’ve invested in earned media. In stories that build brand equity, not just traffic.
And guess what? AI pulls from those signals too. When your brand is cited in national press, linked from high-authority sites, and mentioned organically across the web—you become the source AI tools rely on.

So What Should Interiors Brands Do Now?

1. Stop chasing the algorithm.
   SEO still matters—but it’s no longer the whole picture.
2. Start building a brand worth searching for.
   PR grows recognition, and recognition beats optimisation in the age of AI.
3. Invest in visibility beyond your website.
   PR earns backlinks, credibility, and brand equity—all things AI values.

TL;DR?

Google might still be the front door, but fewer people are using it the same way.
AI is curating what we see. Consumers are switching off from over-optimised content.
And in this new search landscape, PR isn’t a nice-to-have. It’s the new SEO.

Want help getting your brand seen and remembered?
At jwc, we help interiors brands build a presence that earns attention—wherever the algorithm goes next. Book a call or read what our clients have to say. Why not do both.