The way people search for information online is undergoing a seismic shift. In 2025, traditional search engines are no longer the sole gateway to knowledge. Instead, AI-powered assistants like ChatGPT, Gemini, Claude, and Perplexity are becoming the go-to sources for fast, conversational answers.
For marketing leaders, SEO strategists, and digital brand teams, this evolution is more than just a trend—it’s a fundamental change in how users discover and engage with content. Understanding this shift is critical to staying visible, relevant, and competitive in the AI-first era.
What’s Driving the Change?
AI-generated answers are now woven into the fabric of everyday search. Whether it’s a consumer asking for product recommendations or a professional seeking expert insights, users are increasingly turning to AI models for direct, summarised responses—bypassing traditional search results altogether.
This transformation is redefining how brands must think about visibility. It’s no longer just about ranking on page one of Google. It’s about being present in the answers AI models deliver.
Key Insights: How AI is Changing Search Behaviour
1. Search is Becoming Conversational and Contextual
AI assistants are designed to understand natural language and maintain context across interactions. This means users are no longer typing keyword-heavy queries like “best CRM software 2025”. Instead, they’re asking nuanced, intent-driven questions such as:
- “What’s the best CRM for a growing B2B SaaS company?”
- “Which platforms integrate well with HubSpot and offer AI features?”
These conversational queries require brands to optimise content not just for keywords, but for context, clarity, and relevance. It’s about answering the why, how, and what next—not just the what.
2. Users Trust AI Summaries Over Traditional Links
In 2025, users are increasingly satisfied with AI-generated summaries. These responses often synthesise information from multiple sources, providing a single, coherent answer. As a result:
- Click-through rates from traditional SERPs are declining.
- Brand visibility now depends on being cited or referenced by AI models.
- Content that’s well-structured, authoritative, and frequently updated is more likely to be surfaced in AI responses.
This shift puts pressure on brands to ensure their content is not only discoverable but also trusted by AI systems.
3. The Competitive Landscape is Becoming Invisible
One of the most profound changes is that users no longer see a list of competing links. In a traditional search, you could assess your competitors by who ranked above or below you. In AI-generated answers, that visibility disappears.
Instead:
- AI models synthesise the “best” answer, often without attribution.
- Brands must proactively monitor how they’re represented—or omitted—in AI responses.
- Competitive benchmarking now requires tools that can analyse AI-generated content at scale.
Platforms like Promina are emerging to fill this gap, helping brands track their presence across AI models, identify content gaps, and optimise for AI visibility.
What This Means for Marketing and SEO Teams
The rise of AI-driven search doesn’t mean SEO is dead—it means it’s evolving. Here’s how forward-thinking teams are adapting:
- Content Strategy: Shifting focus from keyword density to semantic relevance and topical authority.
- Brand Monitoring: Tracking how the brand is mentioned (or not) in AI-generated answers.
- AI Optimisation: Creating content that aligns with how AI models interpret and summarise information.
- Cross-Model Visibility: Ensuring consistent brand representation across ChatGPT, Gemini, Claude, and Perplexity.
Final Thoughts
AI is not just changing how people search—it’s changing who they trust to answer. For marketers, this is both a challenge and an opportunity. The brands that adapt quickly will gain a competitive edge in an increasingly AI-mediated digital landscape.
Are you ready to make your brand visible in the answers AI is already delivering?
Explore how Promina can help you monitor, benchmark, and optimise your AI visibility—start your free trial today.