The way businesses are discovered online is about to undergo a seismic shift. Just as Google’s PageRank transformed the web by introducing Search Engine Optimization (SEO), a new concept is emerging for the age of artificial intelligence: 

. While it’s early days and ASO as a formal discipline doesn’t yet exist, the conditions for its rise are clear—and businesses that recognize the potential now will be at the forefront of this transformation.

This article introduces ASO as a concept, explains the technological trends driving its emergence, and explores how businesses can prepare for the opportunities it might unlock.

Agent Search Optimization (ASO) refers to the future practices businesses will use to make their information, products, and services discoverable by 

—autonomous software tools that find, evaluate, and act on information on behalf of users.

These agents are already here, in the form of tools like:

These examples show how AI agents are becoming central to discovery and decision-making, and ASO will soon be the key to visibility.

While humans have traditionally searched for information through keywords in search engines, AI agents are shifting the focus. They don’t just browse; they 

. ASO is the emerging idea that businesses need to optimize their digital presence for this new type of discovery.

The rise of AI agents is creating new ways for people to interact with businesses. Instead of typing queries into a search bar, users are increasingly asking AI tools to do the heavy lifting. For example:

the AI agent decides which businesses are presented to the user

. If your business isn’t optimized for agents to discover and understand, you may not make the list.

While SEO focuses on ranking web pages for search engines like Google, ASO would optimize a business for 

Optimizes for human readersOptimizes for AI agents and algorithmsUses keywords for rankingUses structured data and APIsFocuses on web pagesFocuses on machine-readable dataUser behavior influences rankingAgent capabilities and preferences matter

What Could ASO Unlock? New Opportunities for Businesses

The emergence of ASO will create new opportunities across industries. Here’s what businesses could gain:

How to Prepare for ASO: First Steps for Businesses

Even though ASO isn’t a formal practice yet, businesses can take steps today to prepare for agent-driven discovery.

While ASO will eventually impact every industry, certain businesses will see immediate benefits:

As the concept of ASO evolves, we can expect:

Agent Search Optimization (ASO) might be a new term, but the forces driving its emergence are undeniable. AI agents are changing how people and businesses interact with the digital world.

By taking steps now—embracing structured data, offering APIs, and thinking about machine-first discovery—you can position your business as a leader in this new era. The opportunities are vast, and the competition is still minimal.

Learn about Agent Search Optimization (ASO), a concept reshaping how businesses prepare for discovery by AI agents like ChatGPT, Gemini, and Multion. Stay ahead in this new era. 

Introducing Agent Search Optimization (ASO): Preparing for a New Era of Discovery

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