- How is AI fundamentally changing search engines? AI is transforming traditional search engines into answer engines by using AI models like Gemini to deliver direct answers instead of just organizing web links, shifting from keyword-based queries to conversational interactions.
- What are the four components reshaping search through AI? The four components are generative search experiences (like AI Overviews), AI chatbots (like Claude and Gemini), AI agents (like ChatGPT Agent), and generative web apps (like Perplexity’s Comet browser).
- Why are consumers adopting AI-powered search so rapidly? Half of consumers now prefer AI-powered search over traditional engines because it offers convenience (answers without clicking), personalization (tailored responses), and accuracy, leading to a 34% decrease in click-through rates for traditional results.
- How has user behavior changed with AI search? Users have shifted from entering short keywords to asking longer conversational questions, from actively clicking links to passively receiving answers, and can now delegate searches to AI agents that browse and purchase on their behalf.
- What strategies should businesses use for AI search optimization? Businesses need to adopt generative engine optimization through foundational SEO, local SEO, compelling original content, earning brand mentions (backmentions), and implementing structured data to appear in AI-powered search responses.
How is AI reshaping search?
AI is fundamentally reshaping search by shifting it from keyword-based, link-driven results to conversational, answer-first experiences powered by generative models, agents, and multimodal inputs. Discovery is no longer driven by clicks on blue links, but by whether brands are mentioned and cited within AI-generated responses.
You’ve seen (and been) the change in search and brand discovery. Whether it’s watching your organic traffic decline or streamlining your holiday shopping with ChatGPT, you’ve been a part of the AI search revolution. The question is, what’s happening and why?
In this blog:
- How is AI Reshaping Search?
- Why is AI Reshaping Search So Fast?
- What Does This Reshaping Mean for Search Optimization Strategies?
How is AI reshaping search?
AI reshapes search through four components:
- Generative search experiences, like AI Overviews and AI Mode
- AI chatbots, like Claude and Gemini
- AI agents, like ChatGPT Agent
- Generative web apps, like Perplexity’s Comet browser or Google’s Disco web app
These components have shifted search systems, which you can see in the table below:
| System | Before | After |
| Search | Search engines: Companies like Google use crawlers and algorithms to organize and deliver the web to users. | Answer engines: Companies like Google build and train AI models, such as Gemini, to deliver answers to users. |
| Queries | Keyword-based: Users enter shorter, more keyword-driven queries, such as “raised flower bed ideas.” | Conversational: Users enter longer, more conversational queries that span sentences, like “I’m looking to create a raised flower bed. I’m based in Arizona and have never done one before. What are some feasible ideas?” |
| Results | Ten blue links: Users browse a list of options and choose the one that appears most relevant to their search. | All-in-one answer: Users get a response that’s tailored to their communication style, learning level, and more. |
| Role | Active: People play an active role in their search experience by clicking links and interacting with websites. | Passive: People can delegate search to an AI agent, enabling it to visit websites and even make purchases on their behalf. |
| Discovery | Links: Businesses get discovered by appearing among the ten blue links (and persuading users to click them). | Mentions: Companies get discovered when AI responses mention their brand, product, or service. |
Besides these shifts to existing search systems, AI companies (Google included) have developed a new one — multimodal search.
With multimodal search, users can blend mediums into a single search, like:
- Text
- Audio
- Images
- Files, like PDFs and CSVs
As an example, someone can upload an image of their backyard to get better ideas for a raised flower bed. AI can then respond with text and the uploaded photo, now modified to show how different raised flower beds could look.
The result is a more effective search experience that’s reshaping and reimagining search.
Why is AI reshaping search so fast?
According to McKinsey, half of consumers use AI-powered search — and prefer it over other information sources, including traditional search engines and social media. Its popularity comes down to three factors:
- Convenience
- Personalization
- Accuracy
AI platforms like ChatGPT, Perplexity, and Gemini capitalize on these areas, making it easy for users to change their search habits and how they discover content (and brands) online. As an example, consider Google’s AI Overviews, which decrease click-through rates (CTRs) by more than 34%.
Why? Because:
- Convenience: Your question gets answered without a single click.
- Personalization: You’ll get a response tailored to your search’s specific details.
- Accuracy: While hallucinations happen, it hasn’t stopped AI Overviews from scaling.
What does this reshaping mean for search optimization strategies?
Adaption.
Businesses that want to appear across AI-powered search experiences, from AI Overviews to ChatGPT responses to agent-led browsing experiences, need to optimize their digital presence for generative engines.
Teams can do this through several strategies, including:
| Strategy | Role |
| Foundational SEO | Build the groundwork for getting discovered. |
| Local SEO | Appear across data sources used by AI. |
| Compelling content | Produce original content worth citing. |
| Back mentions | Earn brand mentions on other sites. |
| Structured data | Optimize webpages for crawler understanding. |
You can explore these strategies in-depth using our Generative Engine Optimization Guide.
Reshape your search strategy for AI
Search has changed, but adapting to it has been easier for consumers than for businesses. From understanding what to do to learning how to do it, it’s been challenging for organizations to build a successful AI search optimization program.
At WebFX (the team behind SEO.com), we help businesses conquer this challenge through our AI search optimization management solutions. So, if you’re looking to reshape your search strategy for AI, see how our AI SEO services can help today!
Future-Proof Your SEO Strategy with OmniSEO®
Goodbye search engine optimization, hello search everywhere optimization.
Future-Proof Your SEO Strategy with OmniSEO®
Goodbye search engine optimization, hello search everywhere optimization.
Future-Proof Your SEO Strategy with OmniSEO®
Goodbye search engine optimization, hello search everywhere optimization.
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