Search has always been about helping people find answers. But how those answers are delivered, and where people go to get them, is evolving faster than ever. AI is no longer just supporting search engines behind the scenes – it’s becoming the starting point. Tools like ChatGPT and Gemini are reshaping how consumers explore ideas, compare options, and discover brands, creating major shifts in digital marketing.
Some recent studies from Adobe and Semrush have shown how much of an impact AI is having on the way we search online, and we’ve included some of that information below.
From Search Engines to AI Assistants
A growing share of users now treat AI tools as their primary way to search for information. Instead of typing a query into a traditional engine and scanning a list of links, people are asking conversational questions and receiving direct, summarized responses. For many, this feels faster, simpler, and more intuitive.
This shift spans generations. While Gen Z is the most likely to begin their searches with AI, usage is strong across Gen X, millennials, and even baby boomers. AI search is no longer niche; it’s mainstream. What’s changing most is behavior: nearly a quarter of users now go to AI tools before Google when they need information.
Why People Prefer AI Search
The appeal of AI-driven search comes down to efficiency and experience. Users value how quickly complex topics can be explained and how few steps it takes to get an answer. Instead of clicking through multiple pages, AI often delivers clarity in a single response.
AI is also favored for open-ended and creative questions. Brainstorming ideas, comparing options, or asking for recommendations feels more natural in a conversational format. Many users also feel these responses are more tailored to their needs, which builds trust. In fact, a significant portion of users now say they trust AI-generated answers as much as (or sometimes more than) traditional search results.
Discovery Is Happening Inside AI
One of the most important changes for marketers is how discovery works. AI tools are no longer just answering questions; they’re influencing purchasing decisions. Over a third of users report finding a new product or brand through AI, with younger audiences leading the way.
This means brand visibility is no longer limited to ranking on page one of search results. Being referenced, summarized, or recommended by AI can introduce your business to entirely new audiences, and often earlier in the decision-making process.
Marketers Are Paying Attention
Businesses are already adapting to utilize AI. Nearly half of marketers and small business owners use AI tools today for tasks like writing content, refining messaging, and promoting products. More importantly, most plan to increase their focus on AI visibility in the near future.
For brands, appearing in AI-generated answers is quickly becoming as important as traditional SEO. Many marketers now view AI exposure as essential to staying competitive, especially as more consumers rely on these tools to guide decisions.
AI Search and the Future of Traffic
AI isn’t just changing how people search; it’s changing how traffic flows across the web. Research suggests that within the next few years, AI-driven search experiences could send more visitors to websites than traditional organic search.
At the same time, the nature of traffic is shifting. AI often provides information upfront, which can reduce the need for users to visit multiple sites. Links may be fewer and less prominent, and some clicks may disappear entirely. While overall traffic may dip initially, it’s expected to stabilize as AI search becomes the norm.
For marketers, this means quality and relevance matter more than ever. AI compresses the funnel, so brands must show up with the right message at the right moment.
Optimizing for AI & SEO
While AI optimization shares foundations with SEO, it’s not identical. Traditional rankings still matter, but AI systems don’t rely solely on top-ranking pages. In fact, AI often pulls from content that ranks lower in classic search results if it best answers the user’s intent.
AI models focus on understanding context, language, and relevance at a granular level. They evaluate content in “chunks,” prioritize clarity, and adapt responses based on conversational cues. This creates new opportunities for brands that may not dominate traditional rankings but offer high-quality, useful information.
What Content Performs Best
For AI visibility, substance wins. Data-backed content and practical guides consistently perform well because they provide clear, authoritative answers. AI tools frequently reference business and service websites when generating responses, reinforcing the importance of having strong, informative content on your own domain.
The takeaway is simple: AI still needs reliable sources. Brands that invest in high authority, expertise-driven content are more likely to be included in AI-generated answers.
Preparing for What’s Next
AI search is no longer a future concept – it’s happening now. As platforms continue to evolve and adoption accelerates, brands that start optimizing today will have a clear advantage tomorrow.
At Jazel, we believe success in this new era comes from understanding how AI surfaces information and aligning your digital strategy accordingly. Search is changing, but the goal remains the same: be visible, be helpful, and be trusted wherever your audience is looking.