Artificial Intelligence is permanently changing how people search. AI isn’t just another feature; it’s the foundation the future of search is being built on. The era of algorithm-driven search engines, long dominated by Google, is coming to an end.
The New AI Era
Three-quarters of all ChatGPT prompts are generative in nature – queries that traditional search engines couldn’t answer, such as creative briefs, analyses, or summaries. Still, traditional search remains relevant: 95% of ChatGPT users continue to validate AI-generated answers via Google or Bing. As a result, the number of traditional search queries on those platforms rose by 20% in 2023/24 alone.
The Rise of Multimodal Search
Voice and visual search are booming as well. One in five ChatGPT users already interacts with the app by voice, and Google also handles about one billion audio searches every month. Visual search is growing just as fast: Google Lens usage jumped 65% in 2024/25 and now processes roughly 20 billion queries per month – one in four with commercial intent.
Why? Because voice and visuals are the most natural forms of human interaction. People can describe things they previously couldn’t put into words – or ask questions that search engines couldn’t answer effectively. The result: a new wave of search behavior that’s more precise, contextual, and closely aligned with real human needs.
New Demands on Brands
For brands, this shift is fundamental. Do they have the right content, in the right formats, for machines to find, understand, and categorize? And what does this mean for paid search?
Fewer ad slots within AI-generated answers mean higher competition for visibility and a rising cost per click. Keyword targeting is losing relevance, while long-tail and contextual search gain momentum. New ad formats will emerge such as native, deeply contextual placements within AI answers. Advertising content must evolve: users expect it to feel conversational and hyper-relevant to their questions or needs. In the future, AI will decide which brands become part of the conversation – and which don’t.
Musts for marketers:
- Monitor AI-generated traffic on their platforms and track brand mentions in AI answers.
- Realign content strategies focusing on relevance, topical authority, and actionable insights. “How-to” and “Why-to” queries will dominate.
- Embrace a “search everywhere” mindset: Which platforms, beyond websites, play a role in the customer decision journey?
- Balance traditional channels with new AI-driven opportunities.
But the transformation doesn’t stop there. As search strategies evolve, the next stage of AI-powered search is already emerging.
Agentic Browsing
KIn the near future, AI systems will handle tasks like scheduling, price comparisons, or purchases – directly connected to users’ personal data and online activity. The user journey will shrink to just two steps: prompt and act. This marks the start of the “marketing to agents” era.
Websites and content will no longer be designed solely for humans but also for AI agents that act on their behalf. These digital agents will behave like users, interpret information, and complete tasks for them. Brands must learn how their content is interpreted by the agents and how to design experiences that make users’ lives simpler and more valuable through those systems.
The bottom line: Search engine optimization isn’t dead – it’s getting a new operating system. Those who understand how AI generates answers and influences decisions will secure visibility in a search world without result pages. SEO and brand communication will remain critical for building brand authority and staying visible within the context of AI-driven answers.
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