According to a recent study of surveyed Americans, “71.5% reported using AI tools for search; 14% use them daily.”1 People are slowly moving to other avenues to search for information - from online forums to social media to AI tools, search engines are no longer the main source for information discovery.
Searching for information has long been associated with traditional search engines such as Google and Bing but in recent years, other channels and platforms have become preferred methods for information discovery. Now with the rise of AI, this creates even newer pathways for people to find information. The traditional search model is becoming a thing of the past and marketers and agencies specializing in search engine optimization (SEO) need to think broadly about the changing search landscape and develop more comprehensive strategies that embrace AI-powered search and even other alternatives like voice interfaces and social platforms as channels for information.
Google has long been the leader in traditional search since the early 2000s and handles over 80% of online searches worldwide to this day2. However, platforms such as TikTok, Instagram, and Reddit are redefining search behavior among certain groups, particularly Gen Z users. Up to 41% of consumers have used TikTok as a search engine, with 64% of users being Gen Z3. These platforms deliver concise, user-generated, visual content featuring candid perspectives and genuine experiences that reshape our understanding of authenticity and trustworthiness4.
Even voice-enabled smart speakers such as Amazon’s Alexa, Apple’s Siri, and Google Home allow more ways for people to search for information without the use of traditional desktop computers. It is projected that by 2026, voice assistant users will increase to 157 million5.This shift reflects a broader trend where users prefer immediate, direct answers rather than navigating through multiple links and webpages.
Beyond these evolving search behaviors, the introduction of AI-powered alternatives will only reinforce this shift, emphasizing specialized content and advanced reasoning with conversational interactions. Tools like ChatGPT, Claude, and Perplexity are fundamentally changing how users approach information discovery, offering intuitive dialogue-based interfaces that can understand context, remember previous questions, and synthesize complex information into direct, useful responses. Unlike traditional search engines that primarily serve as gateways to other websites, these AI systems aim to be the final destination in the information journey, providing comprehensive answers without requiring users to piece together information from multiple sources6.
AI-powered search represents a significant shift in how users discover and interact with information, moving beyond the link-focused model that has dominated the internet for decades and introducing several search innovations that create a more intuitive, efficient, and personalized experience.
The current landscape of search tools is rapidly evolving, with traditional search engines incorporating AI features while specialized AI tools emerge for different information needs. Google has introduced AI Overviews and AI Mode, Microsoft has integrated Copilot into Bing, and Perplexity offers AI-first search experiences.
These systems complement rather than completely replace each other. Traditional search engines remain valuable for navigating the broader web, while AI assistants excel at synthesis and analysis. Social platforms continue to serve as discovery mechanisms for trending topics and peer recommendations, while voice assistants provide convenient access for quick queries and smart home integration.
Looking ahead, we can expect continued convergence of these technologies, with traditional search engines becoming more conversational and AI systems improving their ability to access and cite real-time information from across the web.
This transformation in search behavior demands a fundamental rethinking of digital marketing strategies:
While traditional SEO remains important, marketers must now consider how their content appears in AI-generated responses. This means optimizing for featured snippets, ensuring content is easily digestible by AI systems, and creating comprehensive, authoritative content that AI tools are likely to reference and cite. Content must also be structured in ways that AI can easily parse and understand. This includes using clear headings, providing direct answers to common questions, and creating content that serves as authoritative sources on specific topics.
As AI systems potentially reduce website traffic, first-party data collection becomes even more critical. Brands need strategies to capture user information and maintain direct relationships even when consumers primarily interact with AI intermediaries.
When it comes to measuring success, traditional metrics like click-through rates, organic traffic, and keyword rankings may become less relevant in an AI-driven search landscape. New success indicators might include AI citation rates, brand mention accuracy, and AI visibility. Some SEO SaaS platforms like SEMrush and Screaming Frog are transforming their service offerings with features around semantics and AI measurement, keeping up with the evolving trends within search.
Modern marketers must adapt their approaches to remain relevant in this changing landscape:
Marketers need to integrate new tools for monitoring AI search performance and optimizing content for AI discoverability. This may include AI content optimization tools, voice search analytics platforms, and specialized monitoring software for AI citation tracking.
Developing experimentation frameworks and pilots for testing new approaches to AI optimization is crucial. This includes A/B testing content formats for AI performance, monitoring brand accuracy across different AI platforms, and measuring the impact of AI-optimized content on overall brand visibility.
Although we can't be sure at this point, we expect that past website visits will factor into the personalization of results. Focusing on driving traffic back to your website may be an effective way to make sure your brand is visible in personalized AI responses.
Agencies must help clients understand these shifts and set appropriate expectations for this new landscape. This includes educating clients about the longer-term nature of AI optimization and the importance of authoritative, comprehensive content creation. As AI systems become more influential in information discovery, agencies also have a responsibility to ensure accurate information representation and maintain transparency in their optimization strategies.
Building a strong brand was always important and will continue to be important moving forward. Strong brands are more likely to be referenced by AI systems and remain top-of-mind for consumers across all search channels.
The search landscape is undergoing its most significant transformation since the early days of Google. The rise of AI-powered search tools, combined with the growing popularity of social media and voice search, is fundamentally changing how people discover information. For modern marketers, this shift presents both challenges and opportunities.
Those who adapt quickly to optimize for AI search, social discovery, and voice interfaces while maintaining strong traditional SEO practices will be best positioned to help their clients succeed in this new environment. The key is developing comprehensive strategies that embrace all channels of information discovery while building direct relationships with audiences through first-party data collection and consistent brand communication.
The future of search is not about replacing one method with another, but about creating integrated approaches that meet users wherever they are in their information discovery journey. Marketers that understand and adapt to this multi-channel reality will thrive in the evolving digital landscape…wherever that may take us.
Chartis is helping leading global brands navigate through this shift to expand their brand discovery in these new channels and listings. We'll add value to your business and help you move forward with confidence! Let’s talk.