Two free Microsoft tools, Clarity and Bing Webmaster Tools, let you see exactly which questions are driving AI traffic to your site and whether your product and category pages actually answer them. Set them up this week, review the data monthly, and use what you learn to close content gaps before your competitors do. A decade ago, someone expecting their first child might type “best baby monitor” into Google and scroll through ten blue links. Today, that same parent is just as likely to open ChatGPT and ask something like “what’s the safest video monitor for a nursery with a two-story house” and get a direct, synthesized answer, complete with product recommendations, pulled together in seconds. If your brand isn’t part of the answer AI gives that parent, you’re not losing a click.