The UK’s Competition and Markets Authority (CMA) investigation into authenticity in search and renewed speculation about Google’s dominance suggest a new chapter is beginning. In reality, that chapter is already well underway and it hasn’t been driven by the CMA. The change is consumer-led.
The way people discover and consume information has evolved. Users are no longer satisfied with static lists of links. They expect fast, tailored answers and richer, more intuitive experiences. Increasingly, they are turning to generative AI tools like ChatGPT, Perplexity and Google Gemini to find them.
Even those outside the traditional early-adopter demographic are embracing these tools. This shift is not about tech hype or product launches; it reflects a genuine behavioural change that is already reshaping how people find and trust information. The rising popularity of conversational AI marks a fundamental transformation in search expectations.
AI search: driven by consumer demand, shaped by LLMs
At the heart of this shift are large language models (LLMs), which can interpret context, hold conversations, and provide creative, problem-solving answers. Instead of digging through multiple web pages, users can ask a single question and get a natural-language response, often pulled together from information across the internet.
Recent Yext data found that half of consumers globally say they trust AI-generated responses in search. For digital natives, these tools aren’t novelties, they’re the default. Traditional search hasn’t disappeared, but it’s becoming just one part of a broader discovery journey shaped by conversational AI. The way people interact with search is rapidly changing.
Google is also adapting, expanding the capabilities of Gemini and launching new AI Overview features to support more dynamic information retrieval. Microsoft, Meta and others are likewise accelerating investment in AI-powered interfaces that can anticipate needs and refine answers in real time. The early-stage search experience is evolving into something more immediate and personalised.
Even if a demographic isn’t using tools like ChatGPT or Perplexity at the moment, they’re not far off. The “mom test” is a useful benchmark: does my mom use SearchGPT or Gemini? Not yet. But she has an iPhone, she uses Siri and with Apple integrating OpenAI into its operating systems through Apple Intelligence, we are close to that next leap where most demographics make the switch. AI search is being baked into everyday technology which is when true mainstream adoption happens.
The black box for marketers
AI-driven search introduces new complexity for marketers. Unlike traditional SEO strategies, when it comes to measuring visibility within AI searches, the technology is still so new that there are currently no dashboards to update or performance metrics to track. While it may feel opaque, we do know some things to be true about how the algorithms work and surface information. These models still rely on the open web to source information, which means brands can and should influence what is being surfaced.
Any digital footprint, from official websites and reviews to forgotten directory listings, could be drawn into an AI response. If it’s online, it’s fair game, and we know that these tools are pulling from a wide range of often niche resources, not just major publishers. Tools like SearchGPT might pull details from a neglected or unknown listing, presenting customers with outdated opening hours or inaccurate contact information. These scenarios are already playing out.
That’s why it’s critical that organisations see AI visibility as a strategic priority, not just a technical challenge. Businesses must audit and actively manage their digital footprint to avoid being misrepresented or missed entirely. Inaccuracies can damage trust quickly, especially when they are presented in a tone of confidence by an AI tool.
In this context, an AI strategy is inseparable from a digital presence strategy. Brands must focus on being discoverable, accurate and consistent across every touchpoint where their information might be collected and reused. It’s no longer enough to prioritise surfacing highly in Google and top-ranking publishers – brands need to be showing up consistently across the broadest network they can.
Zero-click? Zero problem – if you’re prepared
The “zero-click” phenomenon, where users receive a direct answer without visiting a website, has understandably raised concerns for marketers, too. A SparkToro study found that nearly 60% of searches in the EU now result in no click-through. However, this shift doesn’t necessarily signal a decline in effectiveness of online presence strategies. In many cases, it can indicate growing efficiency of the buyer journey.
While AI contributes to reduced brand traffic volumes, it can improve the relevance and quality of engagements. Users who do click following AI interactions are typically further along in their decision-making process and more informed to make a purchase, increasing click ROI.
Brands that understand this shift and prepare for it are more likely to benefit. Rather than chasing traffic for traffic’s sake, the emphasis should be on ensuring the right information is delivered in the right context — whether or not it results in a click. Presence is what matters most.
Structuring for the future: why brands need knowledge graphs
To maximise visibility and accuracy in this new environment, brands need to structure their information in a way that both people and machines can understand. Knowledge graphs offer one of the most effective ways to do this.
By mapping out relationships between key data points, knowledge graphs help ensure that AI systems can correctly interpret and represent your brand. This not only improves discoverability but helps reduce misinformation and AI hallucinations, a growing concern in an era of automated content generation. When AI references your brand, it should be with information you recognise, trust and control.
The landscape is shifting fast, but the fundamentals of digital strategy haven’t changed: be accurate, be present and be ready for where the consumer is going next.
