Businesses fought for years for the top spot on Google. Now they'll fight to be part of the answer in the chat

Tomer Levinsky, CEO of 'Laos Media', explains in an interview with 'Davar' how the shift from search to conversation with AI engines is changing the rules of the game: businesses are no longer fighting for the first place on Google but for appearing in chat answers. He presents the concept of 'semantic consensus' and the new approach GEO, and warns of declining trust in traditional media and the rise of false information.

In an in-depth interview with 'Davar', Tomer Levinsky, founder and CEO of the content promotion company 'Laos Media', describes the digital revolution that is changing the way consumers receive information. He points to findings from the Reuters Institute's Digital News Report 2026, according to which social networks have overtaken traditional media as the preferred source for news, and that 10% of news consumers turn to artificial intelligence. In his view, the central question is not 'what is true' but 'who to trust'. He explains the shift from SEO to GEO – optimization for generative engines – where businesses aim to appear in chat answers and not just in search results. Levinsky calls the new metric 'semantic consensus', where consistency among independent sources influences brand mention in AI answers. He warns of the 'black box' of corporate AI engines, with lower transparency, and of content overload that raises the value of trust. The interview paints a picture of a world where production is cheap and infinite, and therefore the identity and reputation of those behind the content become the most important asset.