Zollo speculated that the company’s ongoing investment in SEO and its blog content likely played a role.
The brand consistently uses keywords like “adaptive clothing” in its search ads and blog posts, which may have helped position it in AI-driven results.
Zollo added:
“It was pretty cool and unexpected, but we need to better understand how to optimize for these searches going forward.”
What This Means for Marketers
These reports show that people engage with links in AI-generated search results rather than just reading summaries.
Dan Buckstaff, chief product officer at Spins, compares this to the early days of SEO.
Buckstaff said:
“Similar to 15 years ago when we were questioning how SEO worked, we’re left with questioning how brands can benefit from AI environments.”
Spins’ 2025 Industry Trends Report indicates that consumers are increasingly using AI tools like ChatGPT and social media platforms like TikTok to discover products.
While advertising on these AI tools is still developing, brands with strong, organized content are benefiting.
Looking Ahead
Consumers are increasingly clicking on links in AI-driven search results, especially younger audiences like Gen Z, who use AI tools for product discovery.
For brands like Viv, this change is crucial for content creation.
Donohue said:
“These searches are top of mind for us now, and the way we’re writing our blogs and the content on our website can play a huge part in people finding us through AI tools.”
The key takeaway is to focus on straightforward, educational content to improve your chances of being recommended by AI-powered search tools.
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