AI Search (via ChatGPT, Perplexity, and Other Assistants): Understanding the New Trend

AI search (or generative search) is an innovative way of finding information, based on artificial intelligence—especially generative language models like GPT. Unlike traditional search engines that display a list of links and snippets, AI search offers expanded answers, summaries, and sometimes ready-made solutions in a single interface.

For example, when querying how to launch an advertising campaign, an AI assistant doesn't just show links to instructions. Instead, it creates a brief action plan, highlights key steps, and recommends tools—acting like a real-time consultant.

This fundamentally changes user behavior. Instead of scrolling through dozens of results, users receive the most precise and structured answer immediately. This approach is called generative search—search that generates content via artificial intelligence.

According to research by McKinsey & Company, by the end of 2025, over 50% of all search queries will be processed by generative AI models. This means that traditional website promotion already requires adjustment and adaptation.

Key Google Alternatives for Search: AI Assistants

Despite Google’s dominance, alternatives are rapidly growing—they set the pace for AI search development. Let’s review the major players already actively used instead of traditional search engines.

ChatGPT

ChatGPT by OpenAI is one of the most popular generative assistants. It can not only answer questions but also create texts, give recommendations, generate images, and plan projects. For business, ChatGPT offers fast expert overviews and data analysis; for users, it provides a convenient interface where search becomes a dialogue.

Perplexity

Perplexity combines traditional search and ChatGPT. It allows users to see a list of relevant sources along with natural language answers. This hybrid is valuable for users wanting to verify information from various sources without sacrificing speed.

Gemini

Gemini is Google’s product, integrated within their ecosystem. Unlike classic search, Gemini focuses on generating content—short summaries, answers, and recommendations. It is a key alternative that shows how major players are adapting and embedding AI technology.

Claude

Claude is an AI solution from Anthropic that pays special attention to ethical standards and security. For businesses, it is useful in areas requiring confidentiality and transparency in communication, such as consulting and HR.

Deep Seek

Deep Seek specializes in searching multimedia content: images, videos, and audio. This AI assistant helps find relevant fragments and context, which is especially important for advertising agencies, marketers, and creative teams.

Other Popular AI Assistants

Besides those mentioned, there are other tools—Bing Chat, Jasper, and more. Each tool is unique, and skillful use of them helps businesses build more effective communication with their target audience.

For a deeper look at how modern technology impacts promotion, read our article: Modern SEO in the AI Era.

How AI Search is Changing Traditional Promotion

The rise of AI search changes both user behavior and approaches to website promotion. One major challenge is the issue of zero-click searches, where users get answers directly on the search results page without visiting websites.

Zero-Clicks — How to Solve This Problem

As we mentioned in our article on zero-click searches, a significant portion of queries ends without clicks on external sites. AI assistants only increase this trend by replacing traditional results with interactive services offering direct answers.

What should businesses do? First, rethink visibility strategies:

• Focus on branded queries and a loyal audience willing to engage deeper.
• Create multi-format content including videos, podcasts, and infographics that can be integrated into new AI search formats.
• Develop exclusive materials, expertise, and case studies that can’t be simply copied into AI-generated answers.

Practical Tips for Adapting to the New User Search Approach

Let’s get specific. To work effectively with AI search, focus on several key areas:

Analyze and Select Keywords with AI in Mind

Traditional keyword research is losing effectiveness as AI assistants reinterpret and reformulate queries. How to adapt?

• Use long-tail keywords and questions in your content—they are closer to natural speech understood by AI.
• Analyze which questions your target audience asks overall, including through AI services that create lists of popular queries.
• Don’t forget about LSI (Latent Semantic Indexing) and topical relevance rather than isolated words—AI search evaluates context more deeply than search bots.

Create Content for New Search Formats

AI search prefers not just plain text but structured, clear, and valuable information:

• Use markup (Schema.org) for better AI recognition.
• Add FAQ sections and step-by-step guides that AI assistants can utilize for answers.
• Employ multimedia content: video testimonials, infographics, voice instructions.
• Update materials regularly—generative models favor up-to-date data.

These recommendations will help you not only retain traffic but improve conversion as you communicate with your audience in their language.

What the Future Holds

AI search is not a temporary trend but a fundamental shift in how people look for and receive information. Businesses must realize that “simply ranking in Google’s top results” is no longer enough. User expectations are growing—they want ready-made solutions and support every step of the way.

Idea Digital Agency is a team that not only follows technological changes but sets the tone for adapting SEO to AI. We work with businesses of all sizes and industries, implementing innovative approaches so your websites not only maintain positions but also increase value for users.

With us, you will get:

• Updated strategies for generative search and AI assistants—the so-called GEO website promotion
• Analytics and keyword selection based on new ranking principles
• Content plans focused on AI

The future of SEO lies in adaptability and innovation. We are ready to confidently and effectively guide you on that path.