What Is AI Search and How Can It Help Future-Proof Your Organization?

I find myself using Google less and less. Instead, I rely on Perplexity AI for my daily searches. I’ve become a true AI Search user. Why? Because AI Search is transforming how we find information online. Instead of a list of links, you get a complete answer—sourced from multiple references, fully cited, and with the ability to ask follow-up questions. This new way of searching is growing fast, especially among younger users. But older users, like Gen Xers like myself, are embracing it too.

From keywords to real answers

Where we used to type in keywords and click through multiple websites to find what we needed, AI Search delivers full answers directly. These responses are built from multiple sources, with citations, and allow for follow-up questions. Users can often get to the heart of a complex question faster than they would by clicking through a dozen links. According to Jakob Nielsen, AI Search increases user productivity by 158% compared to traditional search.

Ross Simmonds, author of “Create Once, Distribute Forever,” emphasizes that this shift in search behavior is fundamental. “AI Search does what was previously impossible: it combines and analyzes insights from dozens of sources into one cohesive, actionable answer.”

A new way to think about search

Say you want to learn how to make your office more sustainable. Traditionally, you might search “office sustainability costs” and click through a bunch of links. With AI Search, you can just ask: “What are the main steps and costs involved in making a 500m² office more sustainable?” The AI understands your intent, pulls from multiple sources, and provides a structured answer—complete with estimates, priorities, and practical tips.

Why people are leaving google for AI search

More and more users are discovering AI Search. The key difference is the conversation. Where I used to constantly refine my queries in Google, I can now ask follow-up questions like “What do you mean by that?” or “Can you expand on that last point?” It feels more like a conversation with an expert who gets what you’re looking for.

This shift is impacting websites. Marketers are noticing a drop in organic search traffic—as much as 10–30%. But where is that traffic going?

The next-gen searcher is spreading their attention:

It’s not just AI replacing Google—it’s users fragmenting across platforms. And AI users click through less. Why? Because the AI already gathered and summarized everything for them. If they need more, they just ask.

While AI Search currently only holds 5–6% of the search market compared to Google’s 91%, Gartner predicts a 25% drop in search engine volume by 2026. Will that really happen? Experts like Karsten Madsen think it’ll be less drastic—he estimates AI Search will hold 13% market share by 2028 while Google keeps 87%.

Source: Morningscore

The race between the big players

Three major players are shaping the AI search landscape:

SGE isn’t available in the EU (yet) due to privacy concerns. But when it is (late 2025?), the impact will be significant. Companies operating in the 120+ countries where SGE has launched are already seeing their organic and paid links pushed further down the page to make room for AI Overview boxes.

A new approach to content creation

“Publish content and build links” has long been the SEO playbook. But Ross Simmonds warns this strategy won’t work in the AI era.

To stand out, your content must meet E-E-A-T standards:

The tech behind the scenes

How does AI Search “understand” your question? The secret lies in two core technologies:

  1. Natural Language Processing (NLP): Think of NLP as a linguistic expert that understands what your words really mean. It knows that “automating your marketing” = “marketing automation.”
  2. Entity Recognition: This is where it gets smart. The AI builds a network of concepts—like our brain does. Search “marketing automation” and it also understands CRM, email marketing, lead nurturing—even if you don’t mention them.

From theory to practice: what this means for your website

This search revolution demands a new content strategy. You can stick to old habits, but your visibility will shrink. At Marketing Guys, we recommend these concrete steps:

  1. Structure content for both AI and humans:
    • Add FAQ schema markup
    • Use headings that answer real questions
    • Write naturally—but keep depth and clarity
  2. Get your technical foundation right:
    • Add llms.txt (to help AI crawl your site)
    • Optimize for mobile-first indexing
    • Use structured data properly

A glimpse into the future of search

AI is transforming every field—but its impact on search is especially big. What can we expect next?

The tech will evolve fast.
Google will remain a key player for years to come—but SGE will be a major disruptor when it finally hits Europe. Search will go far beyond links. Imagine asking: “Which updates will improve my site performance?”—and getting a full site analysis and action plan.

Three trends to watch:

Human content is more valuable than ever.
Ironically, AI is making authentic, expert content even more important. E-E-A-T content rises to the top while low-value AI junk fades out. Success isn’t just about AI tools—it’s about having people who know how to use them strategically and responsibly.

Prepare your organization for the future

At Marketing Guys, we know this transition can be daunting. That’s why we developed a practical step-by-step approach.

Start with our free checklist—it’ll show you how to optimize your site for AI Search. No fluff, just concrete steps: from Answer Engine Optimization and structured data to AI-focused SEO. It’s prioritized by what matters most—so you can act now.

Got questions? Book a free call with me. In 30 minutes, we’ll explore your biggest challenges and discuss actionable solutions tailored to your organization.

About the Author

I’m Mark van Horik, Strategic Marketing Consultant at Marketing Guys. With 25+ years in digital marketing and a passion for AI innovation, I help B2B organizations use tech to grow—especially in tech, manufacturing, finance, and education.

As a lecturer at Beeckestijn Business School, I also train the next generation of marketers. Because at the end of the day, it’s not just about AI—it’s about people using AI with purpose.

Discover how technology can accelerate your growth.

Have questions about marketing automation, CRM, or integrations? Together, we’ll find the best solution for your organization.