In a recent LinkedIn post, Ann Smarty discusses a concerning trend she’s observed in how ChatGPT’s search capabilities are shaping consumer buying journeys, suggesting they are increasingly skewed towards large entities and official websites. Smarty, a recognized voice in the SEO and digital marketing space, shared her personal experience comparing two iPhone models to illustrate her point.
The Manual vs. AI-Assisted Buying Process
Smarty detailed her own multi-faceted approach to researching a purchase, which involved a blend of traditional search engine queries, video reviews, community discussions on platforms like Reddit, and expert comparisons. This manual process, she implies, offers a richer, more diverse set of perspectives.
She then contrasted this with the experience of using ChatGPT 5.6 Sol:
“Watching it search TWO websites (Apple and Tom’s Guide) Reading the answer”
This limited scope, according to Ann Smarty, presents a significantly narrower view, relying heavily on official sources and a single publication. She expressed skepticism about making decisions based on such constrained information.
Concerns Over Unbiased Customer Experiences
A key concern raised by Smarty is the apparent lack of unbiased customer reviews and real-world experiences within ChatGPT’s current search output. She points out the disparity:
“No real unbiased customer reviews and experiences; only one official site and one publication.”
In Ann Smarty’s view, while she might not base her decisions on this limited data, she acknowledges that many users likely would, potentially leading to less informed choices. This highlights a critical gap in how AI-driven search might be influencing consumer perception and decision-making.
Implications for SEO and Visibility
For her audience in the SEO community, Ann Smarty offered a pragmatic perspective on navigating these evolving AI search dynamics. She noted the constant flux in how AI models like ChatGPT conduct searches:
“For my SEO crew: This is like the 50th time ChatGPT has changed the way it searches, and definitely it will change 500 times in the future. Just breathe and optimize for real visibility, not for how things currently are..”
Ann Smarty advises continued focus on achieving genuine visibility, rather than trying to keep pace with the rapid, frequent updates in AI search algorithms. Her message encourages a resilient and adaptable strategy for online presence, emphasizing that optimizing for true organic reach remains paramount amidst the shifting landscape of AI-generated content and search experiences.
📝 About This Content
This article is based on insights shared by Ann Smarty on LinkedIn.
📅 Originally posted on September 11, 2026 | View original post on LinkedIn →