Why AI Search Is Your Next Big Opportunity

Every decade or so, the way customers discover products fundamentally changes.

We’ve lived through a few already:

• Desktop → mobile

• Keywords → intent

• Websites → platforms

AI search is the next one, and quite possibly the biggest opportunity businesses have in front of them in some time. And like every shift before it, it doesn’t replace what came before overnight — it quietly changes where decisions start.

Traditional Search Still Matters — But It’s No Longer the First Question

Let’s be clear: traditional search engines still handle the majority of global search volume today. Google still remains essential for reach, credibility, and scale - and is still the clear leader in the overall search space. What’s changing is where people go first when they want a comparison or a recommendation — especially for products and services that require thought and some research.

Increasingly, it is all starting with a search in Chat GPT, Perplexity, Claude, Gemini etc.

Recent data shows:

• Roughly 35–40% of consumers now begin some searches on AI platforms, particularly for research-heavy or evaluative questions

• AI platforms handle billions of prompts daily, many tied to product, vendor, and service selection

• Among frequent users, AI search is perceived as significantly more efficient than traditional search for getting to an answer (no more looking at multiple websites)

This is a signal that search trends are changing.

The Real Shift: From Keywords to Questions

Traditional search trained us to think in keywords and adjusting our website to ensure we had all the keywords covered.

AI search reflects how people actually think. Instead of typing fragments into a search bar, people now ask:

• “What’s the best solution for…”

• “Which platform is right for a company like ours?”

• “What should I choose if I care about X but need Y?”

AI systems don’t return pages of links. They return one answer — often naming one or two brands (this is why you want and need your brand to be a top ranked AI recommendation)

That’s a very different competitive dynamic and a level playing field for all brands.

Why Being #1 in AI Search Is Strategically Different

Ranking on a search results page puts you in a list with many others. Being surfaced by AI puts you in their recommendations. It feels different to the user.

That matters because:

• AI answers reduce friction and browsing

• Many traditional searches now end without a click

• The “winner” captures disproportionate mindshare

If your brand isn’t visible to AI systems — clearly positioned, consistently described, and trusted — you’re not ranking second or third, you’re just invisible.

This Isn’t SEO 2.0

One mistake I see brands make is assuming AI search optimization is just “better SEO.” It’s not better or worse, it is a new trend that your brand needs to in front of.

AI systems evaluate:

• How clearly you answer real buyer questions

• Whether your positioning is consistent across channels

• How often your brand is referenced in credible contexts

• How well your content aligns with actual decision and question criteria

This requires a different mindset — one focused on answers, not website traffic, and keywords.

Why This Matters Now

Every major shift creates a window where early movers define the rules. Traditional search is mature, competitive, and increasingly expensive. AI search is still forming — but already shaping decisions.

Brands that invest early can:

• Become the default product/service recommendations

• Shape how AI describes their category and offerings

• Build their visibility before the space becomes crowded

Those of us old enough, have seen this movie before, and now that the winners aren’t the ones who waited for certainty. They’re the ones who recognized new patterns and took advantage of the opportunity.

The Bottom Line

Traditional search is changing. AI search is now the part that drives decision-making.

For brands and services, being #1 in AI search isn’t about chasing a new trend — it’s about aligning with how buyers now seek clarity, ease, and answers in their research and decision making process.

Be the brand that AI recommends the most and good things will happen.