The Jason McDonald Consulting Agency has published a new blog post examining how artificial intelligence is fundamentally changing search engine optimization and creating new legal considerations for businesses. Dr. Jason McDonald, director of the San Francisco-based consulting firm, explains that SEO is evolving into what some now call AIO (Answer Agent Optimization) as consumers increasingly use AI tools like ChatGPT and Google Gemini instead of traditional search engines.
According to McDonald, AI answer agents are becoming "personal assistants" that help consumers make purchasing decisions by recommending which companies to deal with and which products or services to buy. This shift means businesses must now optimize not only for Google search results but also for AI-driven answers that appear in these new platforms. The complete analysis can be viewed at https://jasonmcdonald.org/blog/2025/10/what-is-seo-why-does-it-matter-in-court/.
McDonald, who is actively researching this industry transformation, notes that SEO is no longer just about appearing in blue links on search results pages. Instead, it's about being chosen by AI systems to be part of the "answer" presented to users. His forthcoming 2026 book on SEO will explain how content, structure, and trust signals affect visibility in this new world of artificial intelligence, where search engines compete with AI overviews, summaries, and automated responses.
Despite these technological changes, McDonald warns that SEO continues to create significant legal risks for businesses. As an experienced expert witness in search engine optimization cases, he has observed how companies pursue litigation over brand names, copied content, and misleading marketing claims. SEO data can demonstrate both intent and harm in legal proceedings, which is why it frequently appears in trademark, advertising, and unfair competition cases.
McDonald's expert witness services, detailed at https://jasonmcdonald.org/seo-consultant/seo-expert-witness/, help legal professionals understand the complexities of SEO in litigation contexts. He explains that as consumers shift from traditional search engines to AI answer agents, businesses are experiencing an increase in inquiries about possible litigation involving AIO. This emerging trend suggests that legal disputes surrounding digital visibility and representation will likely become more complex as AI systems play a greater role in consumer decision-making processes.
The transformation from traditional SEO to AIO represents a fundamental shift in how businesses must approach their online presence. Companies that fail to adapt their optimization strategies for both search engines and AI answer agents risk losing visibility to competitors who understand these new platforms. Furthermore, as AI systems increasingly influence consumer choices, businesses must ensure their online representation accurately reflects their offerings while avoiding practices that could lead to legal challenges.
This evolution in search optimization highlights the growing intersection between technology, marketing, and law. As AI systems become more sophisticated in gathering and presenting information, businesses must navigate both the technical requirements of these platforms and the legal implications of how their information is represented. McDonald's analysis suggests that understanding AIO will become increasingly important for companies seeking to maintain competitive advantage while minimizing legal exposure in the digital marketplace.
