The Jason McDonald Consulting Agency has published new analysis examining how artificial intelligence is fundamentally changing search engine optimization and creating new legal implications for businesses. According to Dr. Jason McDonald, Director of the consulting agency, SEO now extends beyond traditional search engines to include optimization for AI answer agents like ChatGPT and Google Gemini, a shift he terms AIO (Answer Agent Optimization). "SEO explains how companies show up on Google. Nowadays, it also must explain how AI answer agents such as ChatGPT and Google Gemini create 'answers' for consumers," said Dr. McDonald. He notes that as consumers increasingly use AI agents rather than traditional search engines, businesses face new challenges in how their information is presented and summarized by these systems.
The transformation stems from how AI agents function differently than search engines. While traditional SEO focused on ranking in Google's blue link results, AI agents now decide which information to display and how it should be summarized, often recommending specific companies, products, or services to users. This shift means businesses must optimize not only for search engines but also for AI-driven answers that function as personal assistants helping consumers make purchasing decisions. Dr. McDonald is actively researching this industry change, with his forthcoming 2026 book on SEO explaining how the industry can adapt to answer agents, AI summaries, and machine-generated responses. The book will address how content, structure, and trust signals affect visibility in the new world of artificial intelligence, where being chosen by AI to be part of the "answer" has become crucial.
Despite technological advances, SEO continues to create significant legal risks for businesses. Dr. McDonald has worked as an SEO expert witness for many years, observing how companies pursue litigation over brand names, copied content, and misleading marketing claims. SEO data can demonstrate both intent and harm in legal proceedings, making it increasingly relevant in trademark, advertising, and unfair competition cases. The complete analysis can be viewed at https://jasonmcdonald.org/blog/2025/10/what-is-seo-why-does-it-matter-in-court/. Dr. McDonald's expertise in this area extends to his work as an expert witness, where he helps legal professionals understand the complexities of SEO in litigation contexts. Additional information about his expert witness services is available at https://jasonmcdonald.org/seo-consultant/seo-expert-witness/.
The emergence of AI answer agents represents a fundamental shift in how consumers access information and make decisions. As these systems increasingly mediate between businesses and potential customers, understanding and optimizing for AI-driven responses has become essential for maintaining competitive visibility while managing associated legal risks in an evolving digital landscape. This dual challenge of adapting to new technological paradigms while navigating established legal frameworks creates a complex environment where businesses must simultaneously innovate and protect their interests. The analysis suggests that companies that fail to address both aspects of this transformation risk losing market visibility while exposing themselves to legal vulnerabilities that could have significant financial and reputational consequences.
