Amanda Jantzen • June 7, 2025

How Is AI Search Changing the Way People Discover Content?

TL;DR



  • AI-powered search tools like ChatGPT and Google SGE are answering user queries directly, reducing clicks to traditional websites.
  • High rankings no longer guarantee traffic. Your content must be structured for AI visibility and summarization.
  • How our most recent client restructured their strategy for AI and landed $16K in new revenue within weeks.

Let’s Be Honest, AI-Powered Search Isn’t What It Used to Be

If you’re a content creator, coach, YouTuber, blogger, or educator and you’ve noticed a dip in traffic, even though your posts still rank on Google search, you’re not imagining it.


Your SEO strategies aren’t broken.
Your content isn’t underperforming.


But your audience might not be clicking through to your site at all.

Why? Because the entire search experience has changed.


That shift didn’t come from another search algorithm update. It came from a bigger transformation in how people are discovering information online. They’re turning to AI-powered search tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE).


And I’ll be honest. I first noticed it in my own behavior.



I wasn’t scrolling through 10 blue links anymore. I was opening AI tools, asking full, natural language questions, and getting direct answers... clear, summarized, conversational.

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  • If your own browsing habits have changed, your audience's probably have too.

This isn’t just about using a different tool. It’s about understanding how AI search engines now drive traffic, visibility, and authority in entirely new ways.

What Is AI Search and Generative AI Search (and Why It Matters for Creators)?

To understand how AI search is changing the way people discover content, it helps to compare it to how traditional search engines work.

Search used to be simple. Users typed in keywords, and search engines matched those to a list of websites.


But now, AI-powered search engines like ChatGPT, Perplexity, and Google’s SGE don’t just retrieve links. They generate complete responses. These platforms rely on generative AI, machine learning algorithms, and natural language processing to interpret user intent and return relevant information.


That means your blog could rank on page one... but still get skipped... because AI already answered the question before your reader saw the result.



This shift has completely changed the relationship between creators, search engines, and search results.


To understand and have a strong foundation on how SEO works alongside GSO, read our main article: How SEO and GSO Work Together in 2025 (Not Against Each Other)


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How AI Search Engines Work (and Why It’s a Big Shift)

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Here’s what separates AI-powered search engines from the traditional ones we’ve built content around for years:


  • They interpret conversational queries, not just keyword phrases
  • They deliver accurate answers using generative AI models
  • They adapt based on search history and user behavior
  • They use your content as source material to generate responses
  • They prioritize search accuracy and personalized results, not just popularity

As a result, search tools powered by artificial intelligence are no longer directing users to your site. They’re pulling what they need, summarizing it, and showing that answer instead.



This is a fundamental shift in information discovery and what it means to be visible online.

AI Search Is Reshaping How People Discover Content Online

Let’s be clear. This isn’t a temporary trend or a new platform to learn.


More and more internet users are defaulting to AI-driven search for quick, personalized, and complete answers.

This has redefined what it means to win in search.


  • High search rankings don’t guarantee traffic
  • Even high-quality content can be ignored if it’s not AI-friendly
  • Visibility now depends on whether AI search models understand, summarize, and trust your content



To compete in this new search landscape, you need a content structure that works for both traditional search and AI-powered search.

Inside the Engine: How Generative AI and AI Models Power Search Today

Let’s break down how AI search engines rely on modern search technology.


Generative AI tools, like those used in ChatGPT and Google’s SGE, are powered by large language models trained on massive datasets. These AI models are designed to:


  • Understand complex queries
  • Predict what user intent looks like
  • Extract and restructure information into accurate responses


And it all happens in real time.


Instead of ranking based on backlinks, these systems scan millions of pages, extract the top points, and generate an answer based on what they interpret as relevant results.



That’s why creators need to stop thinking in terms of one single post. You’re not just writing for a person anymore. You’re training a machine to trust and use your content.

A man is sitting at a table using a laptop computer.

Artificial Intelligence and the Future of Visibility for Content Creators

We’ve seen this shift firsthand with creators we’ve worked with.


One client, an online coach, used to rely on free masterclasses and live weekly webinars to attract leads. When we restructured their content using search engine optimization along with AI-powered search strategies and a content cluster model, they landed four high-ticket clients and made over $16K in a matter of weeks.


Another switched from trying to rank a website homepage to publishing three supporting blogs that targeted conversational queries and related search terms. Their traffic didn’t just recover. It diversified across search engines and AI tools.



That’s the power of working with, not against, generative artificial intelligence.

The New Reality: Generative AI Search vs. Traditional SEO

Let’s compare side by side.

Traditional SEO


  • Optimized for search engines
  • Focuses on keywords
  • Depends on backlinks
  • Designed for humans
  • Lists search results

Generative AI Search (GSO)


  • Optimized for AI search models
  • Focuses on user queries and phrasing
  • Depends on structure
  • Designed for humans and machines
  • Creates AI generated responses

You still need both. Traditional SEO gets you indexed. GSO makes sure your content is used in AI answers.

Man sitting at a desk in front of a computer using facetime on his phone.

Content Strategy That Works With AI-Driven Search Behavior

To stay visible in this evolving search landscape, you need a content strategy designed for dual visibility.


1. Start With Intent-First Titles


Instead of writing clever blog titles, write for search accuracy.

Use full natural language questions like:
“How Is AI Search Changing the Way People Discover Content?”
Not: “5 Wild Ways AI Is Changing Search”


2. Break Up Content With Search-Friendly Headers


Use question-based subheadings that reflect real search queries and user intent. These help AI-powered search tools scan and cite your work more effectively.


3. Add TL;DRs or Summaries at the Top


Include a quick takeaway at the beginning of your post. This helps both humans and AI-powered search engines quickly understand what your content offers.


4. Use Schema Markup, Metadata, and Google Keyword Planner


Help search tools classify your content.
Use schema formats like FAQPage, HowTo, or Article.

And use Google Keyword Planner to identify the questions your audience needs answers to.


5. Build Content Clusters for Topical Authority



AI doesn’t just want one answer. It wants confidence in your domain. Support each post with 2–3 others that build search authority on that topic.

This signals trust to AI-powered search tools and reinforces relevance with every search query.

FAQs: How to Optimize for AI and Search Engines in 2025

  • What’s the difference between traditional SEO and Generative Search Optimization (GSO)?

    SEO helps you rank in search results. GSO helps your content get pulled into AI-generated summaries.

  • Do I need to update all my old content?

    No. Start with your best-performing content and restructure it with natural language, summaries, and schema.

  • How do I know if AI is using my content?

    Check for referrals from Perplexity AI or Bing AI. You may also see declines in traffic without a drop in rankings. That’s another sign of AI-powered search pulling your content.

  • Should I change how I research keywords?

    Yes. Use tools like Google Keyword Planner, but prioritize conversational queries and intent-first phrasing.

A woman is sitting at a desk in front of a computer.

Final Thoughts: Visibility in 2025 Means SEO Plus AI Optimization

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You don’t need to choose between writing for people or writing for search engines.


With the right content strategy, you can do both and win in both layers of discovery.


To show up in today’s search landscape, you need to:


  • Structure for humans
  • Format for AI search engines
  • Optimize for search accuracy, not just traffic
  • Answer real questions with high-quality content



We help creators do exactly that.

Looking for more details on how you can get your content found and recommended by AI?


Reach out for a free personalized 1:1 to make sure your content is AI ready. Snag your spot for your free roadmap before we're all booked up!


Let’s make sure your work gets found, shared, and recommended... no matter where people search next.

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