Danish SEO tool Morningscore says small businesses switching to ChatGPT cut its sales

Nov 12, 2026
After a year of falling new sales, the $1.5 million ARR company launched a service that runs SEO and AI-search work for clients, now at about $100,000 ARR.

Morningscore, a Danish company that sells software to help small businesses rank on Google, says new sales started slipping in August 2025 as customers turned to ChatGPT and Claude instead, according to a press release. The company has about $1.5 million in annual recurring revenue.

Co-founder and CEO Karsten Madsen says the company spent a year testing explanations before concluding that small businesses were replacing SEO tools with AI chatbots, believed AI could fix their search ranking on its own, and saw a tool that teaches SEO as too slow. A product overhaul with new AI features in December 2025 did not bring sales back.

This month Morningscore launched Momentum, a service in which its team and its automation run a client's SEO and visibility in AI search tools, split roughly 70% automation and 30% human work. It has reached about $100,000 in ARR, and Madsen says the company aims to grow it fivefold in 2027.

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