★ Written by a brand-strategy expert from a major South Korean conglomerate, this book is the first systematic analysis of the paradigm shift in AI marketing in the “zero-click” era, based on original experiments and real-world case studies.
★ Focusing on mainstream AI platforms such as ChatGPT and Gemini, it offers practical solutions for brands to be recognized, recommended, and properly exposed by AI—covering everything from small and medium-sized enterprises to individual merchants.
★ Jointly recommended by industry authorities from Seoul National University, General Motors, the Korea Artificial Intelligence Association, and others, ensuring maximum professional credibility.
★ It overturns traditional advertising‑traffic logic, introducing the key insight that “the key to exposure lies in structure, not scale,” thereby challenging the conventional belief that ad spend directly determines results. The book includes ready‑to‑apply brand‑evaluation and optimization frameworks to help solve the exposure challenges that even substantial marketing budgets have failed to overcome.

This book focuses on the transformation of marketing in the AI era and practical methodologies, exploring how consumer behavior is shifting from traditional search marketing to AI‑powered recommendation marketing. It analyzes the disruptive impact of AI on brand reach and user conversion, sharing the author’s real‑world experience in applying AI at the marketing frontlines. The book explains how to leverage AI tools like ChatGPT to help brands stand out in both AI‑driven recommendations and search results. It also includes ready‑to‑use sales checklists and worksheets, offering small and medium‑sized enterprises and independent professionals a low‑cost path to implementation. By guiding businesses and individuals to proactively communicate their brand message to AI systems, the book helps readers craft marketing strategies tailored to the AI age, seize new opportunities in the AI wave, and achieve precise user engagement and higher conversion rates.

“Now, when looking for hospitals, tutoring centers, or restaurants, we no longer ask Google—we ask AI!”
—A New Marketing Strategy for the AI‑Selected Era

The hottest keyword today is undoubtedly AI. Among its many impacts, one that has profoundly transformed the marketing industry is the “Zero Click” phenomenon.

The so‑called Zero Click refers to the situation where, upon searching or asking a question, users receive an answer directly on the search results page or within an AI chat window, concluding their query without clicking any further links. Nowadays, people no longer search Naver or Google, clicking through posts they think might contain the information they need; instead, they simply ask ChatGPT or Gemini and get an immediate response.

In the past, finding a hospital with skilled doctors required searching on Naver, comparing reviews, and spending considerable time identifying the right option. Today, all it takes is saying to ChatGPT, “Please recommend a hospital that can treat lumbar disc herniation without surgery,” and within 30 seconds, it will compare multiple hospitals’ official websites and genuine patient reviews, recommending the one that best matches your needs and circumstances.

So, what happens if your business doesn’t appear in AI?

Open ChatGPT, Gemini, or Perplexity right now and ask, “What kind of company is (our company)?” or “Make a recommendation in (our industry).” Chances are, AI either won’t mention your business at all, won’t even know it exists, or may even provide incorrect information.

In the Zero Click era, being overlooked by AI poses a fatal threat to you or your business.

Through numerous case studies, this book demonstrates that the marketing formula of the Zero Click era has fundamentally changed, offering practical, real‑world solutions tailored to each brand’s specific circumstances. By following the brand self‑assessment methods and corresponding action steps outlined in the book, even the most stubborn marketing challenges—no matter how much money you’ve already spent—can be resolved with clarity.

Kim Jae-hee
CEO of Ham Shout Global. He has over 30 years of experience in the marketing and communications industry. Following the emergence of ChatGPT, he recognized the importance of AI-driven transformation and founded the Institute for AI Marketing. By successfully executing AI-powered marketing campaigns for numerous renowned brands, he is leading the evolution of the industry.

Kang Myung-gu
A marketing and communications strategy expert with 20 years of experience. He has overseen integrated marketing and digital marketing initiatives for more than 100 brands, including several major domestic corporations. He developed the DCA Consumer Journey Model tailored to the generative AI era and provides AI-based marketing strategies and consulting services.

Gong In-hee
An expert with over 15 years of global brand marketing experience. She leads a research and organizational unit focused on generative AI, overseeing AI-driven marketing solutions and strategies. At AI Matters, she is dedicated to advancing marketing innovation and zero-click response strategies in the age of artificial intelligence.

Preface: If AI Doesn’t Recommend You, No One Will Know You Exist
[Change] Chapter 1: These Days, Even Spending Money Can’t Drive Sales Anymore
People No Longer Search Proactively
Why Doesn’t Paid Traffic Work No Matter How Much You Spend?
The Shift from “Cost-Effectiveness” to “Timeliness-Effectiveness”
Even My Mom Has Installed ChatGPT
Do People in Their 20s and 50s Use the Same Platforms?
What Happened After Naver and Google Introduced AI Summary Services
[Problem 1] Chapter 2: What If AI Can’t Find Our Company?
Why Can’t a Hospital That’s Been in Business for Decades Be Found Online?
Checking Your Brand on ChatGPT, Gemini, and Perplexity
A 3-Step Brand Diagnosis in 10 Minutes
What to Do First When AI Doesn’t Know About You
[Worksheet] Things to Do Today to Get Listed in AI
[Problem 2] Chapter 3: What If AI Confidently Gives Incorrect Information?
The Information About Our Company on ChatGPT Is Strange
Does AI Really Understand Our Company Accurately?
Conditions for Building Trustworthy Brand Information in AI
Start by Updating Your Official Website
[Worksheet] Strengthening Your Official Website
How to Get Listed Accurately in AI Even Without an Official Website
[Worksheet] Updating Company Information
[Problem 3] Chapter 4: What If AI Only Recommends Competitors?
Why Competitors Appear While We Don’t Show Up
How to Get Recommended Before Your Competitors
The Smaller the Business, the More Clearly It Needs to Define Its Position
[Worksheet] Analyze Competitors and Differentiate Yourself
[Problem 4] Chapter 5: No Matter How Much Content You Publish, AI Still Can’t Find It
AI Uses Different Criteria for Selecting Content
AI-Liked Articles: Good Examples vs. Bad Examples
Content Must Be Created as Text, Not Images
[Worksheet] A Guide to Writing Blog Posts That Get Indexed by AI
First, Check Which Channels Are Cited Most Often
Websites Preferred by AI Vary by Industry
[Worksheet] A 4-Week Implementation Roadmap
[Worksheet] A Guide to Convincing Team Members and Management
[Future] Chapter 6: If You Don’t Prepare Now, It’ll Be Too Late to Catch Up
Naver’s Verdict: The End of Search Engines
The Convenient Future Painted by Google
An Experience Where Everything Is Done Within the ChatGPT Window
Perplexity’s Ambition: Rapid Evolution
A New Shopping Mode Powered by Agent AI
The Future of the Zero-Click Era
[Essence] Chapter 7: What Only Humans Can Do
Human Stories That Aren’t in Databases
AI’s Answers Are Ultimately Created by People
Trends Change, but the Essence Remains
References