How is Search Changing with AI Chat?

This article covers how AI-driven chat tools are shifting search engine visibility.

What is the big shift in online search?

Online search is having a moment in evolution. The design of the search engine results we see has changed, and the leaders of online research has also changed. And the really significant part of this change is how rapid it is.

Don’t be fooled into thinking Google is no longer relevant. Based on U.S data for all types of user devices, research from StatCounter estimates that Google held 86.1% of the traditional search-engine market in August 2026. Bing was still a distant second in organic search engine results at less than 9%.

But what are the other leading “search tools” Americans are using today?

When considering all forms of search, Google remains the leader.

Second to Google.com is YouTube. People love to search video content for all types of content from entertainment to podcasts to tutorials. (And those videos also feed into search results seen on Google.com.)

We can consider ChatGPT next in the list, representing the newer AI-assistant category.

ChatGPT is the leading AI assistant when it comes to dedicated AI search platforms. According to Pew Research, “Pew found 44% of U.S. adults say they use ChatGPT, versus 24% for Gemini and 17% for Copilot.”

And overall: “42% of U.S. adults say they use AI chatbots specifically to search for information.”

Search behavior is no longer confined to traditional search engines.

It’s no secret that Google has grown and updated its algorithm countless times over the years, but despite small changes here and there, the majority of search activity continued to happen on Google within their paid and organic results. From recent 2026 stats, Google says AI Mode has surpassed 1 billion monthly users, while AI Overviews has more than 2.5 billion monthly active users. That’s a big user experience shift.

We’ve seen noticeable redesigns in Google’s search results pages over several years, as they reposition ads and e-commerce listings and local map results, and other iterations. In 2026 we experience a sizable Gemini-powered interface and AI-fueled results at the helm. This all impacts how many traditional organic listings now show on page one.

Soufi Esmaeilzadeh, Google’s Director of Product Management for Search, discussing Google’s redesigned AI Mode, stated:

“Instead of relying on keywords, you can now pose complex questions in plain language, mirroring how you’d naturally express yourself.” [Google]

Is SEO still important?

Yes, SEO is still important. However, it is now approached in a different way than ten years ago. In fact, the acronym for Search Engine Optimization is being modified by some marketers as “Search Everywhere Optimization”. Afterall, we now search for information in all sorts of ways: by voice to our phone assistants, by voice to our home devices, by apps, by search engines, by social media channels, by video search, on shopping platforms, and by AI-enabled chat programs. Our information and our tools are everywhere.

Be careful about falling into the “SEO is dead” message that is commonly spread online. When done right, the principals and tactics behind good search engine optimization is very relevant to AI search.

Matt Moorut, Senior Director Analyst at Gartner, speaking at the Gartner Marketing Symposium in June 2026, said:

“AEO is not a replacement for SEO; it’s the next evolution of it.” 

So, how do we improve our visibility in AI search conversations?

Without going into a long tutorial, here is a general way to look at things today: If you product quality information relevant to solving your customer’s problems and you build a good online reputation, you are more likely to achieve good visibility in AI search.

This is really the same principal behind good digital marketing, right?

If AI chat bots are like assistants trying to research vendors for someone, they will take several aspects of your online profile into consideration, rapidly gather and analyze it, and then make recommendations. Every piece of the puzzle it finds will matter.

If you have a stellar list of reviews online with raving customers, that is a factor.

If you have press releases published on respected local media outlets, that is a piece of the trust-building puzzle.

If the content on your website is rich with answers to common questions and transparent service information, that will help a person or an AI tool understand who you are and what you do.

If your business has an established history with traces of employee though-leadership and involvement in the community, that is further research data to back up the assessment.

And these are just a few examples. Business directories, industry forums, community memberships, awards and recognitions are other opportunities that build on your online reputation and provide validation. Your industry might have some unique things about it that will make some of these aspects more appropriate than others.

Finally, it’s important to remember that a lot of this is still unfolding right in front of us. Platforms are still redesigning, releasing new versions, and improving AI technologies. The “shift” is not over.

Jacqueline Sinex

Managing Director