When was the last time you used AI when searching? Maybe for some, you used Chat-GPT this morning, for others, it might feel like a millennium since you last used it- if ever! But AI has become more and more integrated in the way we search online. For example, Google’s AI Overview has made itself comfortable at the top of our search results.
As a digital marketing agency in Sheffield, we receive numerous queries from businesses wondering what to do next. Should we focus on getting seen on ChatGPT? Is it worth it?
The truth is, this unintentional adoption of AI isn’t the only shift in the way we search. Many people are now turning to AI to ask questions they would have asked Google just a few months ago. Platforms like ChatGPT and Gemini are just two of many tools people use regularly for their business. But how does this work, and what does it mean for your business?
How does AI search work?
AI search results use artificial intelligence to deliver a faster, user-friendly, personalised search experience. Unlike traditional search, AI search can understand natural language, conclude what you need and even use predictive analysis to offer solutions or answers to questions you may potentially ask next.
For example, if you’re searching for a local café, a traditional search engine may pull up a list of cafes. Whereas AI might compile a list using previous content, like time of day, location, price range, and even account for previous search history. It may even follow up by asking if you have a set budget or dietary restrictions.
AI does this by utilising natural language processing (NLP), which enables machines to process and understand human language. This allows users to ask questions as if they were talking to a real person. For example, instead of using specific keywords, you can ask, ‘What are the best cafés in Sheffield?’ On top of this, AI uses machine learning (ML), which helps search engines learn from data, identify patterns and improve results over time without explicit programming.
Why are people switching over?
With these in mind, you might wonder, why is AI dominating search? Professor Feng Li writes that people are using large language models (LLMS) like Chat-GPT, because they lower the “cognitive load”- the amount of mental effort needed to process and act on information- compared to traditional search. LLMs are also particularly good at summarising long documents in simple, plain English. For many, it feels like a faster process to gain the information they need.
The more complex the information needed, the more likely people are to turn to AI. It’s used to get personalised recommendations- not just a standard list of options- so users feel more confident and informed when reaching a website. As a result, they are more likely to act and convert into a lead. This report highlights that conversion rates from AI are 2x higher than search, meaning that to stay ahead, your brand needs to start showing up in conversations with AI.
How do I get AI to talk about my business?
A report conducted by MuckRack in December 2025 highlights various ways in which businesses like yours can become better recognised by AI search engines, these include:
Using non-paid media
Non-paid media accounts for around 94% of links cited by AI. The biggest change since July 2025 was an increase in the number of press releases cited.
Using earned media
82% of links cited come from earned media (media published by third parties such as customers, media and influencers). This has lowered since July but can be attributed to OpenAI’s lessening reliance on Wikipedia.
Improving your site
Around a quarter of links cited by AI are journalistic, emphasising the continued reliance on AI models on traditional media sources.
The overarching themes here are to make sure your brand gets spoken about and that it has a strong website and digital presence. Half of all citations are published within the last 11 months, so your site must be up to date.
Need a hand?
Your site may be all AI has to go off, so you need to make sure it’s strong and regularly updated. Want guidance with this or unsure when to start? We can update your site and make it AI-friendly, write blogs and ensure you rank highly, so you can be spoken about not only by Google, but also by generative AI search engines like Chat-GPT.
Get in touch for a no-pressure chat today!
