Having been in the industry since before SEO or UX was actually a thing, I’ve witnessed countless shifts in how we do things both as a user and as a brand—starting with television ads on my first color tube TV (yes I’m old) to the .COM boom and internet marketing revolution. Today, we are looking at what is probably another seismic shift: AI and, in the case of this article, AI Search. Those brands who do not learn and adapt their strategies will be quickly left in the dust of those who do. Below are some things that start the journey of “knowing what you may not know” about AI search and the essential considerations and tools to monitor and lean into it.
Traditional search engines relied on keyword matching and link-based ranking systems. But, AI-driven search engines—like Google’s Search Generative Experience (SGE), Microsoft’s Copilot, and even social media algorithms—are changing how information is retrieved and displayed. These AI models interpret intent, understand natural language, and generate personalized responses, often eliminating the need for users to click on multiple links to find answers.
For brands, this means:
A Decline in Organic Clicks: AI-generated responses often summarize information within search results, reducing the need for users to visit those landing pages, websites, and social posts we so love.
Shift in SEO Strategies: Traditional keyword stuffing is dead. AI favors contextually rich, authoritative, and structured data.
New Advertising Opportunities: AI-driven search is redefining ad placements, and understanding how your brand fits into this new ecosystem is important.
Intent refers to the underlying goal or purpose behind a user’s query. Instead of focusing solely on the keywords used, AI interprets what the user truly wants—whether they’re looking to buy, learn, compare, or find a specific location. Understanding intent allows AI to deliver more accurate, relevant, and satisfying results. For brands, aligning content with user intent ensures higher visibility in AI-powered search experiences and greater engagement from audiences. So, we have to start thinking differently and more conversationally with our content.
Below are some tools that brands can leverage to start down the road to understanding where they are and where to improve.
AI-driven search isn’t just a trend—it’s the future of digital discovery. Brands must proactively adjust their SEO, content, and digital strategies to remain visible and relevant. Those who adapt early will not only maintain but grow their market share in this rapidly changing landscape.
As advertising veterans, we know that success comes from anticipating change—not reacting to it. AI is rewriting the rules of search, and the brands that embrace its potential will be the ones leading the pack.
