UOL and OpenAI collaboration drives AI-powered brand trust in Brazil

UOL has signed a commercial agreement with OpenAI to supply the portal’s journalism to ChatGPT and other generative AI tools. A study by Monks using Semrush data shows UOL appears in 45.38% of AI Overviews in Brazil, highlighting the growing reliance of generative search on large, reputable publishers.

Research cited by G2 and the IAB indicates that AI recommendations are reshaping buying behavior. Eighty‑five percent of B2B buyers say a brand mentioned by an AI chatbot gains credibility, and 54% of Brazilian consumers have purchased a product after an AI suggestion. Brands that appear in AI‑generated answers are therefore gaining a competitive edge over traditional SEO‑focused strategies.

The partnership and the cited consumer trends underscore a shift from keyword‑driven search to reputation‑based AI sourcing, prompting marketers to create content that answers real user questions and meets the experience, expertise, authoritativeness, and trustworthiness (E‑E‑A‑T) criteria valued by generative models.