AI search is a new way of finding information. Instead of typing keywords and getting ten blue links, people ask a full question and get a direct, written answer, often with a few sources or recommendations.
Where you see AI search
- Google AI Overviews: the AI-written summary at the top of many Google results.
- ChatGPT search: ChatGPT can search the web and answer with sources.
- Perplexity: a search engine built entirely around AI answers.
- Gemini, Copilot and Claude: AI assistants that can look things up and recommend options.
How it differs from traditional search
- One answer, not a list. The AI picks a handful of businesses or sources rather than showing pages of results.
- Full questions. People ask “who’s a good family lawyer in Perth that does fixed fees?” instead of “family lawyer Perth”.
- Follow-up questions. People keep the conversation going: “which of those has the best reviews?”
- Fewer clicks. Many people act on the answer without visiting several websites.
How AI search decides what to say
AI search tools read web pages, business listings, reviews and other sources, then write an answer based on what they found. They favour information that is clear, consistent, trustworthy and directly answers the question.
Why it matters
If your business is not in the AI’s answer, the customer may never see you, even if you rank well on Google. And if the AI has wrong information, such as old prices or a service you don’t offer, it can pass that on to customers.
What you can do
Making your business easy for AI to understand is often called AI search optimisation, or sometimes generative engine optimisation (GEO). It builds on good SEO, with more focus on clear answers, structured data and consistent facts.
Learn more about our AI search optimisation service.