AI search
Search experiences powered by large language models that generate synthesized answers instead of traditional link-based results.
AI search refers to search experiences that use large language models (LLMs) to generate conversational, synthesized answers rather than presenting a list of links. Major AI search products include ChatGPT Search, Perplexity, Google AI Overviews, and Claude.
How AI search works
Unlike traditional search engines that crawl, index, and rank web pages, AI search engines:
- Understand intent: Parse the query using natural language understanding
- Retrieve context: Pull relevant information from their training data and/or real-time web search
- Synthesize responses: Generate a coherent answer that combines information from multiple sources
- Cite sources: Include references to the original sources used
Major AI search platforms
- ChatGPT Search: OpenAI's integration of web search into ChatGPT
- Perplexity: A dedicated AI-native search engine with citation-first design
- Google AI Overviews: Google's AI-generated summaries at the top of search results
- Claude: Anthropic's AI assistant with web search capabilities
- Gemini: Google's multimodal AI with integrated search
Impact on brands
AI search is reshaping how brands are discovered. In addition to competing for click-through rates on a SERP, brands increasingly compete for mentions and citations within AI-generated responses. This shift makes brand authority, content quality, and structured data more important than ever.
