ChatGPT Recognised as Major Search Engine in EU: Implications for Brands
ChatGPT's designation as a 'very large online search engine' under the EU Digital Services Act has significant implications for brand visibility and AI search strategies.
ChatGPT's New Status in the EU
As of 31 August 2026, ChatGPT has been officially recognised as a 'very large online search engine' under the EU Digital Services Act (DSA), according to a report by Search Engine Journal. This classification comes after OpenAI disclosed that ChatGPT averages 159.1 million search recipients monthly, highlighting its substantial role in the online search ecosystem. Source
This designation brings ChatGPT under stricter regulatory scrutiny, similar to other major search engines, which could impact how brands are cited and recommended in AI-generated answers. Brands must now consider how their visibility and reputation are managed within this evolving AI landscape.
Implications for Brand Visibility
The recognition of ChatGPT as a major search engine means brands must adapt their strategies to ensure they are effectively cited in AI-driven responses. Unlike traditional search engines, AI platforms like ChatGPT and others such as Claude, Perplexity, and Bing Copilot, rely heavily on structured data and prompt-level visibility to determine which brands to mention.
To enhance visibility, brands should focus on optimizing their content for AI engines by ensuring that their data is accessible and well-structured. This includes using schema markup, which provides AI engines with clear, structured information about a brand's offerings. Additionally, brands should monitor AI citations and mentions to understand how they are being represented and to identify areas for improvement.
Navigating the AI Search Landscape
With AI answer engines becoming more integrated into the online search experience, brands must also consider how to engage with these platforms beyond traditional SEO. Generative Engine Optimisation (GEO) is becoming increasingly important, as it involves tailoring content to meet the specific needs and queries of AI users.
Brands should also leverage tools like Google Search Console's AI performance reports, which have been rolled out globally as of August 2026, to track their AI visibility and understand how frequently their brand appears in AI-generated overviews and impressions. Source
In conclusion, the evolving role of AI answer engines like ChatGPT in the search ecosystem presents both challenges and opportunities for brands. By adapting their strategies to focus on AI visibility, brands can ensure they remain competitive in this new era of digital search.
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