AI in Search

Search Isn’t Dead. It’s Evolving.

AI search has forever changed how consumers discover products and interact with brands. With the rise of AI Overviews, large language models (LLMs), and agentic commerce, marketers must adapt their approach to stay relevant.

Created in partnership with Profound, this guide breaks down exactly what’s required to maintain visibility in the new search landscape — where answers, not rankings, determine who earns trust and wins sales.

Search is fundamentally reinvented, going from a mere surface to a comprehensive interface that meets consumer expectations. This is where the journey to discovery begins.

Zach MorrisonCEO, Tinuiti

Prompts Now Guide the Buyer’s Journey

The traditional buyer’s journey no longer applies. A single conversational AI prompt can now replace an entire research process, meaning that how your brand is represented inside the AI answer itself is a new lever for business growth.

Declining Clicks Don’t Mean Declining Opportunity

Single-click queries have given way to nuanced conversations. AI has paved the way to more personalized recommendations, giving brands a new way to build trust before the click ever happens.

Zero-click searches are the new front page of the internet. Brands that master AI SEO will own the ‘top answer’ space where consumer trust is built.

Simon PoultonEVP of Innovation & Growth, Tinuiti

Your Brand Has a New Customer

As AI systems evolve into active participants in the discovery process, they’re not just summarizing the web. They’re shaping how consumers perceive brands.

In this new environment, visibility isn’t only about reaching people. It’s also about informing the AI models that influence what people see, hear, and trust.

We’re entering a world where every brand has a new customer — the AI itself. The brands that feed it accurate, valuable information will shape how consumers learn about them.

Benjamin GrosseHead of Partnerships & Growth, Profound