Interacting with AI-powered search feels remarkably like chatting with a friend – someone who listens, understands, and responds thoughtfully, without overwhelming you with irrelevant advice or unnecessary information. Unlike traditional search engines such as Google, which rely on keywords and often feel robotic or transactional, AI search processes natural-language questions and retains context during a session, much like a trusted friend would.
In 2025, AI-powered search is poised to become the foundation of how brands connect with their customers. Advances like ChatGPT, SearchGPT, as well as the strategic pivot from traditional search engines toward entity association, are rewriting the rules of brand visibility.
So, in a reality where intelligent algorithms shape discovery, how can brands establish visibility, build reputations, and resonate with audiences with AI search?
Search is evolving
Search engines are evolving beyond matching keywords to truly interpreting intent. This is evidenced by their pivot to entity association, where the focus shifts from literal phrases to deeper contextual meaning. Entities are identifiable concepts – people, places, organisations, or ideas – that search engines can understand and connect to user queries. For marketers, this shift signals a need to build meaningful associations between a brand and the entities that matter most to their audience.
Imagine search engines as Large Language Models (LLMs). LLMs use neural networks to process and calculate their output. They learn to respond to user requests by extracting meanings from text and understanding the relationships between words and phrases. This means that they can perform tasks such as answering questions by pre-empting what the user wants to know. For brands, this means more than having a website presence, it is now about tying a brand to the themes that customers care about.
For instance, a brand associated with eco-conscious values might appear in searches related to sustainable practices. Achieving this isn’t about keyword stuffing but creating genuine, authoritative content that aligns with the audience’s values.
AI search and why Bing and IndexNow matter
As tools like ChatGPT redefine how discovery occurs, traditional search engines face declining relevance. Gartner predicts that by 2026, traditional search volumes will drop by 25%as users turn to AI-powered search for direct and personalised answers.
Yet, this doesn’t spell the end for all search engines. Bing, for example, is redefining itself through its integration with OpenAI technology, and is used as the basis for ChatGPT to pull information from. It has, therefore, become pivotal to how AI-driven search is taking shape. Bing employs tools like IndexNow to signal real-time content updates, ensuring that search results are always current and relevant. For marketers, this means adapting content strategies to align with Bing’s unique approach, ensuring their brand is discoverable in GPT-driven ecosystems. Failure to do so risks being invisible to the growing number of users relying on these advanced systems.
The rise of Generative Engine Optimisation (GEO)
Generative Engine Optimisation(GEO) marks a fundamental shift in search strategy. While traditional SEO focuses on keywords, backlinks, and ranking algorithms, GEO adapts content for how generative AI systems, like ChatGPT or SearchGPT, process, synthesise, and respond to queries.
AI search doesn’t simply index pages; it interprets and weaves together insights from multiple sources to create clear, authoritative answers. For marketers, this means rethinking content creation – not just aiming for visibility but creating value-driven narratives that resonate with both users and AI systems.
Unified strategies for AI search
In 2025, success in marketing is about creating a unified digital footprint that amplifies brand reputation across platforms. It depends on blending SEO with social media and paid media strategies.
This interconnected approach is increasingly vital as social media and community platforms become essential amplifiers of search visibility. A single post or discussion about a brand in the right community can cascade outward, influencing not only human perception but also AI algorithms that evaluate authority.
Brands that neglect these platforms risk losing their edge as search visibility is shaped by collective signals.
Understanding user intent
User intent has always been central to search strategies, but AI takes it to a deeper level. Imagine a traveller searching for “family-friendly beach destinations.” Traditional search engines might provide a list of links. An AI-powered system, however, would synthesise information, presenting comprehensive recommendations that might include addressing safety, entertainment, and convenience. For marketers, this means that content must address not just what users ask but why they ask it.
For example, a hotel that highlights its child-friendly amenities, proximity to the beach, and testimonials from families has a greater chance of being recommended by AI-powered platforms for those looking for a family-orientated break, than one that simply lists “beachfront property” in its description. Brands that communicate nuanced benefits stand a better chance of being included in AI-generated answers.
The role of technical excellence in GEO
Technical optimisation remains critical in an AI-powered world. A slow, clunky site is like a road with potholes. AI algorithms struggle to navigate it, and users abandon the journey altogether. Ensuring fast load speeds, mobile-friendliness, and structured data is important for both traditional SEO and GEO.
AI also thrives on clarity and structure, so content that leverages Natural Language Processing (NLP) principles ensures that AI systems can easily interpret and present it. By addressing these technical aspects, brands create a smooth pathway for AI algorithms to navigate their content, improving visibility and engagement.
Learning the strategic art of AI-powered marketing
The broader implication of AI-powered search is that it transforms marketing from a tactical exercise into a strategic art. Brands will need to stay updated with the latest developments in both traditional SEO and GEO, ensuring their content remains relevant, discoverable, and aligned with the AI search.
To do this, marketers need to be analysing AI-generated content patterns and refining strategies based on these insights so that brands can stay ahead of evolving algorithms and audience behaviours. This isn’t a one-time effort; it’s an ongoing commitment to adapt, innovate, and remain relevant in a world of constant change.
Ultimately, AI search is not just a tool for marketing; it’s a bridge between businesses and their customers. It’s no longer just about being seen – it’s about being understood. AI search revolutionises how brands redefine their relevance and deliver value in ways that resonate deeply with their audience.
Interested in hearing leading global brands discuss subjects like this in person?Find out more aboutDigital Marketing World Forum (#DMWF)Europe, London, North America, and Singapore.
Tags: ai, google, search, seo, websites
