Is AI share of voice the new SEO or just another wave passing by?

I'm seeing the same brands pop up repeatedly when I ask Chatgpt or Perplexity for recommendations. It makes me wonder if they're gaming AI responses like we used to game Google rankings. This is huge for brands positioned right for ai answers. If customers are asking AI for product advice instead of googling, we need to be there. But I've also watched so many 'next big things' evaporate after everyone jumped on them. The pressure to stay ahead is real, t