AEO in Thailand : How Startups Win in AI Search

What is Zero-Click Search and Why It’s Disrupting Digital Marketing Forever

Digital marketers are facing a new paradigm: search behavior is changing. Gone are the days when users typed a single keyword into Google and scrolled through pages of blue links. Today, AI-powered tools like Google’s Gemini and ChatGPT deliver answers instantly, often summarized directly on the search page. This is the rise of “Zero-Click Search,” where users find their answer without ever clicking on a single link.

According to Semrush, over 697 million people globally use Gen AI tools monthly, a number that’s grown 15x in just one year. ChatGPT holds an 80% market share in Gen AI searches, with 5.8 million users in Thailand alone, compared to 119.6 million on Google.com.

As Google rolls out AI Overviews summarized answers displayed at the top of search results the rules of digital visibility are changing. Traditional SEO (Search Engine Optimization) strategies alone are no longer sufficient. 

Brands must now focus on Answer Engine Optimization (AEO) : creating content not just to rank, but to be selected by AI as the best possible answer.

AEO vs. Traditional SEO : What Global Startups Need to Know Before Entering Thailand’s Market

While SEO aims to climb the rankings for keywords, AEO targets AI systems that aggregate and summarize information for users. The difference is subtle but profound

In Thailand, where platforms like LINE, TikTok Shop, and Shopee dominate digital behavior, localization is key. English-language startups expanding into Southeast Asia must align with not only technical AEO practices but also cultural expectations. AI Overviews favor locally relevant, well-cited, and structured content, a crucial insight for global entrants.

4-Step AEO Strategy for Startups Expanding into Thailand

To get selected by AI in Thailand's increasingly competitive digital environment, startups must embrace a new content strategy

1. Structure Content for AI Scanning

Use bullet points, key takeaways, and short summaries. Google's AI Overview prefers content that's:

- 150–200 words
- Direct and answer-oriented
- Free of unnecessary filler

2. Maintain First-Page SEO Authority

Even though AEO is distinct from SEO, 52% of AI Overview answers still pull from top-ranking SEO content. That means:

- On-page SEO and backlinks still matter
- Authority signals like domain trust help AI pick your content

3. Use AI-Friendly Language

AI prefers clear, unambiguous language over brand-speak. That means:

- Use direct, informative titles (e.g., “4 Ways to Improve Email Retention”)
- Avoid metaphor-heavy intros or vague statements

4. Cite Trusted Sources

AI Overviews average 5 different citations. Ensure your content links to:

- Official data (Statista, Semrush, Dentsu reports)
- Local government or industry bodies
- Recognized third-party research

Real-World Case Study : Why Startup Content Often Fails to Appear in AI Overviews and How to Fix It

A Southeast Asian edtech startup published 20 blog posts on “AI in Thai Classrooms.” Despite excellent insights, none appeared in AI Overviews. After auditing the content, here’s what we found

Within two months, 3 of their revised articles were cited in AI Overviews for prompts such as “How is AI used in Thai schools?”

Using HubSpot + AI Content Automation to Create ‘AI-Friendly’ Content for the Thai Market

HubSpot’s AI-powered CRM and content tools are uniquely suited for AEO strategy execution

- Content Automation: Auto-generate structured blog posts, newsletters, and summaries optimized for readability and brevity.

- Smart Personalization: Tailor messages to Thai user behavior from platforms like LINE and TikTok Shop (Ourgreenfish offers LINE CRM integration with HubSpot).

- SEO + AEO Monitoring: Track both traditional ranking and AI Overview appearances through third-party integrations.

Ourgreenfish, a certified HubSpot Partner in Thailand, helps startups deploy these tools with localized precision from API integrations to loyalty program automation

The Role of People Intelligence (PI) in Aligning Content with Both AI and Human Preferences

AI may scan the content, but humans still prompt it.

This makes PI (People Intelligence) critical. Content that gets selected for AI Overviews must

- Align with real human prompts
- Anticipate how Thai users phrase questions (e.g., “Which skincare startup is best for sensitive skin in Bangkok?”)
- Combine human editorial insight with AI keyword logic

By combining AI tools with Thai-localized PI, brands increase both visibility and trustworthiness. In the AEO era, “good content” is not just algorithmic, it's empathic.

AEO-Friendly Content Checklist : Must-Haves for Startups Targeting Thailand

Before publishing any content intended to rank in AI Overviews

✅ Use a clear, question-based headline
✅ Write a 150–200 word summary answer near the top
✅ Add 3–5 bullet points or key takeaways
✅ Cite 2–5 external, trustworthy sources
✅ Localize tone, examples, and data for Thai users
✅ Ensure mobile-friendly layout (over 90% of Thai searches happen on mobile)

AEO is not the death of SEO, it's its evolution. As Zero-Click Search grows and AI Overviews become the new gatekeepers of information, startups entering Thailand must pivot from traffic-centric content to answer-centric strategies.

By combining tools like HubSpot, practices like content automation, and strategic human oversight through People Intelligence, you can win both the algorithm and the audience.

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