Редакція dev.uaAI Eng
20 October 2026, 09:17
2026-10-20
How media can preserve traffic and survive in the era of AI search
Traditional media is facing a double challenge. On the one hand, there is a full-scale invasion and destruction of the traditional print business. On the other, there is the explosive development of generative AI. The answers that previously required users to go to specialized websites are now found directly in chatbots and AI search. How can the media not only survive in such conditions, but also transform AI from a main competitor into a powerful assistant?
In a new joint video by dev.ua and Google Ukraine, we analyzed a practical case of the transformation of the specialized publication AW-Term (Aveterm) and its director, Dmytro Garnyk.
Traditional media is facing a double challenge. On the one hand, there is a full-scale invasion and destruction of the traditional print business. On the other, there is the explosive development of generative AI. The answers that previously required users to go to specialized websites are now found directly in chatbots and AI search. How can the media not only survive in such conditions, but also transform AI from a main competitor into a powerful assistant?
In a new joint video by dev.ua and Google Ukraine, we analyzed a practical case of the transformation of the specialized publication AW-Term (Aveterm) and its director, Dmytro Garnyk.
What is AW-Term?
This is the leading B2B media for the HVAC (Heating, Water, Air-conditioning, Cooling) engineering sector. For more than 18 years, the publication existed in the format of a printed magazine, which was published 6 times a year and delivered to readers directly from the printing house.
What difficulties did the publication face?
Forced transition to "digital": A full-scale war in February 2022 stopped printing. Having fulfilled all obligations to partners and sent out the last April 2022 issue, the team completely closed the print version and went online.
Traffic drop due to AI search: The emergence of chatbots has changed audience behavior — people have stopped searching for information through classic Google.
Algorithm change (from SEO to GEO): Google's AI-based search engine stopped redirecting people below the first page. Traditional SEO optimization stopped giving the previous result.
How did AW-Term get out of the crisis thanks to training from Google?
After completing courses and mentoring programs from Google ("Artificial Intelligence for Business"), Dmytro Garnyk completely restructured the work of the editorial office:
Launched GEO (Generative Engine Optimization) . Optimized materials for AI assistants' responses by adding FAQ blocks and markup, forcing algorithms to cite AW-Term as the primary source.
Implemented AI tools: Gemini (Deep Research) for analytics, Gemini Notebook for creating audio versions of articles, Google AI Studio & Veo for visuals and videos from equipment photos.
Created an AI avatar: integrated a digital presenter for TikTok, Shorts, and Reels for quick news releases.
Preserved human expertise: turned AI into an assistant, leaving analytics, conclusions, and fact-checking to engineering specialists.
🎁 PromptPack in the description: download checklists, FAQ templates, and prompts to adapt your own content for AI search.
Watch the episode and learn how to turn AI into your own multimedia engine!
