The impact of generative search on brand digital communication strategies

Abstract

The relevance of the study is driven by the rapid expansion of generative AI systems, which are radically transforming the architecture of digital communications and reshaping the mechanisms of trust formation between brands and consumers. In the context of generative search, traditional SEO models are losing their effectiveness, as users no longer receive a list of sources but a synthesized answer generated by the algorithm. It necessitates a reevaluation of brand communication strategies, focusing on the relevance, credibility, and ethical transparency of digital content. The purpose of the article is to determine the theoretical foundations and practical directions of the impact of generative search on digital brand strategies, as well as to formulate scientifically grounded recommendations for adapting marketing approaches to the new logic of algorithmic interaction between brands and users. The research methodology is based on the combination of systemic, cognitive, and analytical approaches. Methods of logical-structural analysis were employed to define the essence of generative search, while comparative analysis was used to identify differences between traditional and generative communication models. Content analysis was utilized to assess semantic transformations in marketing strategies, and synthesis was employed to develop recommendations for building adaptive brand management systems. Results. The study examined the structural transformations in digital marketing resulting from the integration of generative search. It was established that its implementation creates a new cognitive model of user behavior, grounded in trust toward algorithmically generated responses. It was revealed that brands are gradually losing direct control over communication content, while the importance of semantic relevance, data accuracy, and algorithmic recognizability is increasing for enhancing brand visibility within AI-generated responses and strengthening reputational capital. It has been proven that the criteria for evaluating the effectiveness of brand digital communications in the environment of generative search are shifting from quantitative visibility metrics (such as impressions, clicks, and reach) toward qualitative indicators of user trust, brand recognition, and reputational resilience. Conclusions. It is generally accepted that generative search transforms the structure of marketing interactions, the content of communications, and the criteria for evaluating the success of brand strategies. The study confirms the need to shift from traditional SEO optimization models toward comprehensive systems of trust-based information management that integrate the principles of transparency, accuracy, and algorithmic ethics. Prospects for further research involve developing hybrid analytical models that combine generative, behavioral, and transactional data to enhance understanding. Special attention should be given to the creation of an integrated «AI Communication Transparency Index» – a comprehensive indicator designed to assess the openness, accuracy, and ethical integrity of brands’ digital presence within the environment of generative search.