What is AI Search?

SEO isn’t dead. But if you’re still chasing keywords like it’s 2015, you’re already invisible. AI search has rewritten the rules of discovery. Google, Bing, Perplexity, even TikTok, they’re not matching strings anymore. They’re parsing meaning, context, and authority. This isn’t theory. It’s a brutal shift in how people find answers and how businesses win or lose visibility. Let’s break it down, no fluff.

What are AI Search engines?

AI search uses artificial intelligence to interpret and answer queries, not just match keywords. Traditional search:

• Keyword → index lookup → list of links.

AI search engines:

• Query → machine learning models (NLP, embeddings, LLMs) → semantic match → answer + citations.

That’s the difference. Instead of throwing “10 blue links” at you, AI search engines deliver direct answers or summarised insights. Examples you already know:

• Google RankBrain and BERT started interpreting intent years ago.
• Bing with ChatGPT turned search into a conversation.
• Perplexity AI pulls live data + citations in real-time.

Bottom line: Search isn’t about keywords anymore. It’s about intent, context, and authority.

How Does AI Search Work?

Here’s the under-the-hood view:

1. Natural Language Processing (NLP) – Models parse human queries, not just keywords.
   • “Best laptop”, “cheapest laptop.” AI engines know the difference.
2. Embeddings & Vector Search – Queries and content are mapped into high-dimensional vectors.
   • It’s about meaning, not exact words.
3. Neural Networks – Deep learning models rank relevance based on context, entities, and relationships.
4. Generative AI – Tools like ChatGPT or Google SGE generate answers in natural language, sometimes pulling multiple sources.

Example: Search “best laptop for video editing under £1000.”

• Old search: list of sites with “laptop + video editing + £1000.”
• AI search: compares benchmarks, pricing, reviews, and context → gives you a short-list answer with reasons why.

That’s the leap.

Why AI Search is Disrupting SEO

This is where SEOs panic and where smart marketers adapt.

1. Answer Engines are Rising

• ChatGPT, Perplexity, and Gemini don’t send traffic. They give answers.
• Your content might get cited… or skipped entirely.

2. Zero-Click Searches

• 65% of Google searches end without a click (SimilarWeb).
• With AI summaries, that number will only rise.

3. Shrinking CTRs

• Featured snippets were bad enough. AI overviews make it worse.
• First-page rankings won’t guarantee traffic anymore.

4. Trust Shifts

• Users trust AI to filter noise.
• Your brand must earn citations, not just rankings.

SEO isn’t dead. It’s harder. It’s a knife-fight for citations, schema, and entity authority.

Benefits of AI Search for Users

Let’s not forget: this disruption exists because users like it.

• Faster answers – No clicking through five affiliate blogs.
• Personalised results – AI considers history, behaviour, and context.
• Multimodal search – Ask with text, image, or voice.
• Predictive queries – AI suggests what you need before you finish typing.

For users, this is gold. For businesses? A new battlefield.

What is an Entity? The AI’s Building Block

Forget keywords for a moment. AI search operates on a deeper level: Entities. An entity is essentially any person, place, thing, concept, or organisation that is uniquely identifiable. Examples include “The Eiffel Tower,” “Generative AI,” “Apple Inc.,” or “Inflation Rate.” Crucially, AI doesn’t just see the words “Eiffel Tower.” It sees a unique entity linked to other entities: “Eiffel Tower → is located in → Paris → was designed by → Gustave Eiffel → was completed in → 1889.” AI uses these highly interconnected Knowledge Graphs (essentially, massive databases of entities and their relationships) to process your query. The shift: Old SEO wanted you to rank for the string “best laptop.” AI search wants to confirm that your website is a trusted entity capable of providing authoritative, factual information about the entity “laptop.” If you don’t build your site as a recognisable, authoritative entity, AI has no mechanism to cite you.

Challenges for Businesses & Marketers

AI search isn’t free traffic. It’s a filter. And filters cut deep.

• Traffic loss – Even if you rank, AI may “steal” your content into its summary.
• Hallucinations – AI can misquote or misrepresent your brand.
• Content cannibalisation – If everyone writes the same generic guides, AI won’t cite you.
• Revenue hit – Ads + clicks decline if people never leave the AI answer box.

Harsh truth: 80% of businesses relying on “top 10 keyword blogs” will lose visibility.

How to Optimise for AI Search

Here’s the framework. Forget old hacks, this is AEO (Answer Engine Optimisation).

1. Evidence & Citations Win

• Write with sources, stats, and citations.
• AI pulls from authoritative content. If you don’t prove it, you don’t rank.

2. Structure with Schema

• FAQs, HowTo, Product schema → AI loves structured data.
• Rich snippets = higher chance of being cited.

3. EEAT Isn’t Optional

• Google’s Experience, Expertise, Authority, and Trust is now the baseline.
• Show real author bios, credentials, and case studies.

4. Content Depth > Keyword Volume

• Build entity-rich, topical hubs.
• Cover subjects comprehensively, not 500-word fluff.

5. Reddit’s SEO Boost

• Why is Reddit dominating AI citations? Because UGC = authenticity, context, real experience.
• Lesson: include unique data, expert POVs, and user signals.

6. Technical Musts

• Fast load times.
• Crawlable, clean HTML.
• Internal links are built like knowledge graphs.

If you want citations, optimise like you’re writing for a machine and for a human at the same time. Get the AI Search checklist here

The Future of AI Search

Where’s this heading?

• Hybrid models – Google SGE blends AI answers + links.
• Agentic search – AI not only finds info, it acts (book flights, buy products).
• Vertical AI search – Niche engines (finance, health, e-commerce) emerge.

Prediction: By 2026, AI search will handle 50%+ of discovery journeys. SEO without AEO will be pointless.

AI Search questions

How does AI search differ from Google’s traditional algorithm? Traditional search matches keywords. AI search interprets meaning and serves answers, often with citations. Will AI search kill SEO? Not kill but mutate. Rankings matter less; citations and entity authority matter more. What is Answer Engine Optimisation (AEO)? AEO is optimising for AI engines that deliver answers, not links. Think schema, EEAT, evidence. How do I get my site cited by AI engines? Publish unique, authoritative content with stats, schema, and clear answers. AI favours trustworthy sources. Which companies lead AI search? Google (AIO), Microsoft (Bing + ChatGPT), Perplexity AI, Anthropic (Claude integrations). Is AI search accurate? Sometimes. It hallucinates. That’s why credibility and citations matter. How do I future-proof my SEO? Stop chasing keywords. Build authority, schema, and content that earns citations.

Wrapping up

AI search isn’t coming. It’s here.

• Users love it.
• Old SEO tactics won’t cut it.
• Authority, citations, and AEO are your only way forward.

Action step: Audit your content today. Ask: Would an AI cite this? If the answer is no, fix it. Or prepare to vanish.