For the past couple of years, AI has grown exponentially with the introduction of OpenAI (ChatGPTs parent company), and it is showing no signs of slowing down with voice search assistance, AI-generated search results snippets in Google searches and so on…
These features have drastically changed how web users search & research online for example many are opting to research holidays, accommodation & itineraries through AI suggestions rather than already existing website pages.
Many users are now less inclined to use search engines for general queries and opt to use ChatGPT, Google Gemini or any other AI software. Visitors can now navigate to websites via this method as it becomes an alternative user journey to the traditional hunt via search engines.
Users can now use their AI prompts to suggest a variety of different options, and the follow up to tailor it to best suit their requirements resulting in a more conversational tone than a simple search and result. For example, a possible request could be “suggest the best holiday destinations in Europe for the summer”, which would result with a number of different holiday destinations. These can then be refined to particular requirements, such as low price, good transport links and near the sea.
Instead of typing “best digital marketing strategies” on Google, a user might ask ChatGPT, “What are the top digital marketing trends in 2025?” and receive a structured response instantly based on different sources of data rather than searching through.
Voice Search
Gemini & Chat GPT process billions of voice searches every day. The conversational tone of voice searches tend to make it longer and more natural e.g., “How do I improve my website’s SEO rankings?” instead of “SEO tips”.
Businesses should now optimise content for voice search by answering common questions in a conversational tone. Make sure your business details are accurate and up to date on Google Business Profile to improve local voice search rankings as a first step.
The rise of AI is fundamentally reshaping online search behaviour. From conversational queries to AI-powered chatbots and visual search, businesses need to adapt their website and digital marketing strategies to remain competitive.
By embracing these AI-driven search trends, businesses can ensure they remain discoverable and relevant in an evolving AI digital landscape.
