We’ll all be using AI Search in the near future

It’s 2025 now, and I wanted to share some insights from my recent experiences. These trends will likely shape the near future of search and digital marketing.

In the past, I read that only a small percentage of Google searches result in someone landing on a website. Most of the time, Google uses metadata and crawls websites to extract information for users.

Think about the searches we do every day: checking opening times or finding the best deals. AI text models, like ChatGPT, excel in these situations. For example, I used ChatGPT to research my son’s Christmas present. He wanted a laptop, but I wasn’t sure how to balance price and performance. ChatGPT quickly found a machine that suited his needs for gaming and highlighted a great Black Friday deal. What could have taken hours of research took seconds. With so many graphics card options and specs, this was a huge help.

This experience shows we’re on the verge of a big change in how people book, research, and shop. The key question is: who will lead this new era? Google has dominated search for years, but I find myself using it less now.

As digital marketers, we need to adapt. It’s tempting to stick with what’s familiar, but we must focus on where searches are happening. SEO, in my opinion, won’t change much. AI models will still prioritise relevant content and pages. Many of Google’s principles, like quality content and authority, will stay the same. SEO isn’t going anywhere soon.

However, challenges are ahead. AI models often show only a few top options. This could make it harder for smaller brands to stand out. Competition will likely increase, and marketers will need smarter strategies to succeed.

Here’s the bottom line: as search tools evolve, so must we. Creating relevant content, exploring new platforms, and connecting with users in fresh ways will be crucial. SEO isn’t dead, but it is changing. Those who adapt will thrive.