- Is AI search just a temporary trend? AI search is not hype but rather a fundamental shift in how people interact with information, similar to how social media coexisted with organic search rather than replacing it, and AI search depends on high-quality web content to function effectively.
- Do traditional SEO principles still matter with AI search? Basic search principles remain crucial because every discovery system, including AI, relies on accessible, crawlable, and trustworthy data, making strong SEO fundamentals essential for visibility across all platforms including AI overviews and conversational interfaces.
- Will AI search disappear like voice search did? AI search will find its equilibrium rather than disappear, becoming one part of how people search alongside Google, social platforms, and communities like Reddit, with users choosing whichever channel provides the quickest answer for their needs.
- Are marketers underestimating AI’s impact on search? Yes, marketers need to pay more attention because people now discover brands across multiple channels including AI tools, search engines, social platforms, and forums, requiring businesses to optimize for omnichannel visibility and track their AI search performance using tools like AI Overview Checker or OmniSEO.
- What risks exist in ignoring AI search optimization? While SEO fundamentals remain the foundation for all visibility, ignoring AI search means missing opportunities to appear in AI answers and losing control over how your brand is represented or cited, making a balanced approach of protecting what works while testing emerging channels the smart strategy.
Flash mobs. Pokémon Go. Beanie Babies.
All of these things were thriving in their heyday. And, at the time, it felt like the hype was here to stay. But as time went on, the hype faded, and these things became just another fad.
That’s kind of where we’re at right now with AI search. A lot of people believe AI is just another fad, like voice search, that will be popular for a while, but then fade away as the hype dies down.
So, that begs the question — is AI resetting search principles as we know it, or is it just another fad?
I asked our AI SEO expert, Lace Llanora, to get her insights on how she perceives AI and its impact on search.
Is AI search just hype?
Lace: AI search isn’t hype, but it is changing the way people search — in my 15 years in digital marketing, I’ve seen similar cycles. I remember when social media was once framed as the end of organic search, yet today they coexist — and we even have social media SEO.
AI search is similar. It changes how people interact with information, but it doesn’t eliminate the need for high-quality, discoverable web content. Without websites to crawl and understand, AI engines have nothing to work with.
In that sense, AI doesn’t replace search — it depends on it.
Will basic search principles still matter if AI search keeps growing?
Lace: Absolutely. Basic search principles aren’t tactics — they’re infrastructure.
Every discovery system relies on accessible, crawlable, and trustworthy data. That hasn’t changed with AI, and it won’t. Whether the answer appears in Google, an AI Overview, or a conversational interface, it still comes from content that was created, published, and understood by machines!
At SEO.com, we look at this from both sides: how AI affects SEO, and how SEO affects AI visibility. The conclusion is consistent — strong fundamentals, combined with AI SEO, are what make visibility possible everywhere.
Will AI search fade like voice search and other hyped trends?
Lace: AI search won’t disappear, but it will find its equilibrium. Just like how voice search didn’t fail — it just found its place.
The same thing is happening with AI. It’s becoming one part of how people search, not the only way. Users still turn to Google, check social platforms, ask communities like Reddit, and now try AI tools — basically, they pick whichever channel gives them the quickest answer.
Whenever a new channel emerges, it doesn’t necessarily mean that it will replace all others. If anything, it just becomes a new avenue for people to access information.
Some people say that previous “game changers” in search were just evolutionary, not revolutionary. Where do you think AI search falls?
Lace: Right now, I see AI search as evolutionary. It’s transforming how we search, shifting queries from simple keywords to conversational prompts.
What hasn’t changed, however, is what those answers rely on: authority, relevance, and real-world expertise published on the web.
That’s why we view AI search as part of a broader shift toward omnichannel discovery, rather than a break from SEO.
Are people underestimating the long-term impact of generative AI on search?
Lace: Yes, marketers need to pay more attention to generative AI.
People are discovering brands across more channels than ever: search engines, AI tools, social platforms, and forums. The long-term winners won’t be the brands chasing a single platform. Instead, it’s the ones paying attention to AI and omnichannel SEO as a whole.
The goal is to show up consistently wherever your audience is searching.
Business owners and marketers need to start looking at tools that track AI visibility, so they know where they stand. For starters, you can use a free tool like our AI Overview Checker that shows whether your site appears in AI search results.
For a deeper view, platforms like OmniSEO® let brands monitor, analyze, and optimize their presence across ChatGPT, Perplexity, Google AI, and every major AI search platform.
Marketers should not underestimate how generative AI is impacting search, but rather, start ramping up efforts to optimize, track, and improve their performance in these engines.
What’s the risk of only following SEO fundamentals versus adapting for AI search now?
Lace: SEO fundamentals are still the foundation for visibility, including AI visibility. But ignoring AI search means missing opportunities to be visible in AI answers and manage how your brand is represented or cited by it.
The smart approach is balance: protect what works, test what’s emerging, and build visibility across channels.
That’s what modern SEO looks like.
Prepare your business for the AI search shift
While AI search might not be completely altering the principles of search, it is having an impact and shifting focus. You can’t ignore AI optimization if you want people to find your business online in 2026.
Need a hand in getting prepared? Our AI SEO experts are ready to help! Explore our AI SEO services to see how WebFX, the team behind SEO.com, can help you boost visibility, brand trust, and citations in AI search.
Future-Proof Your SEO Strategy with OmniSEO®
Au revoir l'optimisation des moteurs de recherche, bonjour l'optimisation de la recherche partout.
Future-Proof Your SEO Strategy with OmniSEO®
Au revoir l'optimisation des moteurs de recherche, bonjour l'optimisation de la recherche partout.
Future-Proof Your SEO Strategy with OmniSEO®
Au revoir l'optimisation des moteurs de recherche, bonjour l'optimisation de la recherche partout.
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