Remember when finding something online meant typing a few keywords into Google, opening a bunch of tabs, and then digging around until you found what you needed?
These days, it’s becoming a lot easier to skip that whole process.
Someone looking for a dentist, researching a product, or comparing marketing agencies can ask ChatGPT, check Google’s AI Overviews, or turn to Perplexity for a rundown. Within seconds, they’ll have a fairly detailed answer, sometimes without visiting a single website.
And if you’re a business owner who’s spent years working on your Google rankings, you might be wondering where this leaves you.
People Are Already Changing How They Search
The numbers suggest AI search is becoming a regular habit.
According to Pew Research Center’s 2026 research, 42% of U.S. adults now use AI chatbots to search for information, making it one of the most common reasons people use these tools.
Google, meanwhile, reported in August 2026 that AI Overviews had surpassed 2.5 billion monthly active users, while AI Mode had exceeded one billion.
One particularly interesting finding came from a separate Pew Research Center study. Researchers found that people clicked a traditional search result during just 8% of visits when an AI summary appeared, compared with 15% when there wasn’t one.
That’s quite a drop, especially for companies that depend on organic website traffic to bring in new customers.
We’re Getting More Specific With Our Questions
Think about how someone might have searched for a local dentist a few years ago. They’d type “best cosmetic dentist Alpharetta,” scan the results, check a few reviews, and start opening websites.
Today, they might ask, “Which cosmetic dentists in Alpharetta specialize in replacing old veneers, have good patient reviews, and offer consultations?”
AI can pull information together in snap and help narrow the options, saving the person from doing all that research themselves.
And people are catching on to just how much detail they can include.
Research from Gartner found that 51% of surveyed consumers said generative AI had changed their research habits. Among those respondents, 71% had changed how they worded their searches, often asking longer, more detailed questions.
It’s a pretty natural progression when you think about it. Once people realize they can ask a question the way they’d ask a knowledgeable friend, there’s less reason to keep typing awkward combinations of keywords.
Does This Mean Traditional SEO Is Going Away?
Not anytime soon, although the way businesses approach it is already changing.
You’ve probably started hearing terms like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO). They describe strategies aimed at helping businesses appear in AI-generated answers and recommendations.
Some of the terminology may be new, but much of the groundwork will sound familiar to anyone who’s worked on SEO.
Even Google’s own documentation explains that its AI search features continue to rely on established search systems and SEO fundamentals.
And people are certainly still using Google. Forrester’s 2026 research found that 71% of U.S. online adults used Google to research products they were interested in buying, compared with 26% who used ChatGPT.
So while AI is getting a lot of attention, Google isn’t exactly packing up its bags.
What Should Businesses Be Doing About It?
For starters, take a closer look at the questions your customers ask before they’re ready to buy, book an appointment, or request a quote.
Someone researching dental implants might want to know about recovery time, costs, or how different procedures compare. A homeowner looking for a contractor may be more interested in licensing, project timelines, or what happens when unexpected repairs come up.
Those are the kinds of questions worth addressing on your website, preferably with useful detail drawn from your own experience.
There are a few other areas worth paying attention to:
- Give people useful answers. Cover pricing considerations, comparisons, common concerns, and details that help customers evaluate their options.
- Pay attention to your reputation across the web. Keep business information accurate, encourage genuine customer reviews, and look for opportunities to be featured in relevant publications.
- Share what you actually know. Case studies, firsthand experience, original photos, and specific examples can make your content more useful than another generic article.
- Don’t neglect your existing SEO. Clear website structure, helpful pages, and a technically sound site are still important for getting found.
There isn’t a magic formula that guarantees ChatGPT or Google’s AI will recommend your business, and anyone promising one should probably raise an eyebrow.
Where Does This Leave Us?
Search habits are changing, and chances are we’ve only seen the beginning of how AI will influence the way people research products, services, and local businesses.
Some customers will continue clicking through Google results, while others will show up at your website after an AI assistant has already helped them compare their options.
Either way, businesses have a good reason to pay closer attention to how they’re represented online.
Because the next time someone asks an AI assistant to recommend a company in your industry, wouldn’t you like yours to be one of the names it brings up?
