Search is shifting under our feet.
We’ve already moved from “10 blue links” on a results page, to featured snippets, knowledge panels, and voice answers. Now, a new wave of AI-powered search tools is transforming how people find information online.
For businesses, this shift is as big as the launch of Google itself. If you want your brand to stay visible, it’s time to understand what these tools are, how they’re changing user behaviour, and what you can do to stay ahead.
From keywords to answers
Traditional search engines were built around keywords. You typed a phrase, scanned the links, and clicked through.
Today’s users want something faster and smarter: direct answers. That’s where AI search tools come in. Instead of listing 10 websites, these engines summarise, contextualise, and sometimes even act on your behalf.
Think:
- Perplexity giving you a conversational, cited answer to your research question.
- Google AI Overviews summarising a whole page of search results into a single paragraph.
- ChatGPT Search blending conversational AI with real-time web browsing.
This evolution is why industry experts are calling the shift “search to answer engines.”
Who are the major players?
1. Google AI Overviews
Baked directly into Google’s search results, AI Overviews provide summarised answers to queries. They often include links to source sites, but users may never scroll past the overview itself.
2. Perplexity
Branded as a research assistant, Perplexity uses AI to deliver conversational answers with citations. It’s increasingly popular among knowledge workers, students, and B2B researchers.
3. ChatGPT Search
OpenAI is expanding beyond chat into search, combining large language models with live web data. This creates a hybrid between Q&A and traditional browsing.
4. DeepSeek & You.com
Privacy-first AI search engines that emphasise transparency and control, carving out niches in the AI-first landscape.
Each tool differs, but the common denominator is this: the engine, not the user, controls which sources get visibility.
The business impact: fewer clicks, fewer referrals
For years, SEO strategy revolved around getting to page one. Now, page one may not even matter.
- Clicks are declining: Studies show AI overviews and answer engines can reduce organic traffic to publishers by 20–40%. (Financial Times)
- Zero-click search is rising: Users get their answers without leaving the engine.
- Authority matters more: AI search tools lean on trusted, structured, and cited sources.
This means businesses can’t just focus on ranking anymore. They need to become the source that AI chooses to reference.
Why users love AI search
Understanding the why helps shape the how. Users are moving towards AI search because:
- It saves time – no more sifting through multiple tabs.
- It feels natural – queries can be conversational: “What’s the best CRM for a small agency under $200/month?”
- It’s contextual – AI engines remember what you’ve already asked, tailoring follow-up answers.
This isn’t a fad, it’s a usability upgrade. And once people get used to it, there’s no going back.
Opportunities for businesses
It’s not all bad news. While referral traffic may shrink, new opportunities are opening:
- Become a cited source: If your content is clear, authoritative, and well-structured, AI tools are more likely to use it in their answers.
- Reach new audiences: AI platforms like Perplexity and You.com appeal to younger, tech-savvy demographics, potentially your next customer base.
- Win with originality: AI is less likely to cite generic, “me-too” content. Unique perspectives, case studies, and original data stand out.
How to prepare for AI search visibility
Here’s how to start adapting now:
- Answer questions directly
- Use H2 and H3 headings with natural-language questions.
- Provide concise, clear answers within 2–3 sentences.
- Add structured data
- Schema markup makes your content machine-readable.
- FAQs, reviews, and product details are all strong signals.
- Show your sources
- Link to authoritative references.
- Include data, stats, and citations where relevant.
- Create content that’s useful beyond keywords
- Think problem-solution, step-by-step guides, original research.
- Example: instead of “SEO tips 2025,” publish “How SMEs can win visibility in the era of AI search.”
- Invest in topical authority
- AI tools favour brands that demonstrate expertise on a subject over time.
- Build clusters of related content to strengthen your footprint.
Example scenario: B2B services
Imagine you run a management consultancy targeting mid-sized businesses.
- Old SEO: You aim to rank for “management consultant Sydney.” A prospect clicks through your site from Google’s page one and browses your services.
- New AI search: A prospect types, “best management consultants in Sydney specialising in change management for 200+ staff companies.”
An AI search tool scans multiple sites and produces a summary list of consultancies, highlighting those with clear service descriptions, client case studies, and structured expertise data.
If your website includes detailed service pages, schema markup, and examples of past results, you’re far more likely to be included in the AI’s summary, and positioned as the authority.
The risk of doing nothing
Businesses that ignore this shift risk:
- Losing organic traffic even while “ranking well” in traditional SEO.
- Being bypassed by AI engines in favour of competitors with clearer, better-structured content.
- Missing early opportunities to adapt, while competitors get cited as the go-to authority.
Looking ahead
This is just the beginning. As MIT Sloan points out, businesses that thrive in digital ecosystems are those that adapt fastest to shifts in user behaviour.
In the future, AI won’t just answer queries, it will integrate with AI agents that act on a user’s behalf. From “find me an accountant” to “book me an appointment and draft the email,” search is becoming action.
The bottom line
AI search tools are rewriting the rules of visibility. Traditional SEO still matters, but the winners will be those who understand how to optimise for answers, not just rankings.
At Redfox Digital, we help businesses get found, build authority, and adapt their digital presence for what’s coming next.
Ready to stay visible in the age of AI search? Let’s talk: https://www.redfox.digital/contact
