Stay Relevant in the Time of AI-Powered Search

The rapid rise of AI-powered tools like ChatGPT and Perplexity are reshaping how people search for and engage with digital content. Traditional search engines are being disrupted as AI interfaces deliver immediate, automated answers, increasing the number of zero-click searches and diminishing visibility for many organizations. To support marketing leaders in navigating this shift, Info-Tech Research Group has published its industry blueprint, Stay Relevant in the Era of AI-Powered Search.

The firm's comprehensive resource offers research insights and practical strategies to help organizations adapt and maintain a strong digital presence in the evolving search landscape. The blueprint highlights key tactics for marketers to optimize content for AI-driven discovery, strengthen online visibility, and drive meaningful engagement as search behavior continues to evolve.

"The way people are searching for information is changing rapidly. Instead of entering a search term or phrase in a search engine, people are using AI for research. For example, at the recent IO conference, Google announced that their AI search feature is now available for all users in the US," says Shashi Bellamkonda, principal research director at Info-Tech Research Group. "Users can now collect answers in one place instead of going to several places to complete their research. This change is happening rapidly, and AI is gaining popularity as a means for people to find information on the internet."

In the recently published blueprint, Info-Tech highlights the growing uncertainty around how changes in search behavior will impact organic web traffic. The firm details that traditional search engine optimization strategies, which once delivered results, may no longer be as effective with the emergence of AI-backed tools. At the same time, many organizations are struggling to secure the technical resources needed to update digital assets and respond quickly to the new landscape. MarTech expert Bellamkonda emphasizes that businesses must expand their focus beyond Google search and act quickly to remain visible and competitive.

To support this transition, Info-Tech's blueprint outlines five essential steps marketing leaders can adopt to stay visible and relevant in AI-powered search environments. The five steps are:

1. Invest in AI-driven answer optimization (AAO): Implement strategies to enhance AI-driven search capabilities.
2. Embrace structured data: Ensure the website's content is organized using structured data markup to enhance visibility and improve search engine rankings.
3. Create audience-relevant content: Develop high-quality, timely content that is accessible and aligned with users' needs and questions.
4. Follow EEAT guidelines: Strengthen the organization's credibility and search rankings by demonstrating experience, expertise, authority, and trustworthiness.
5. Monitor and adapt: Continuously monitor search engine algorithms and user behavior to stay ahead of the curve and adjust strategies accordingly.

Info-Tech's research insights emphasize that the shift from traditional search to AI-powered discovery requires a rethinking of marketing strategy. As AI tools increasingly guide how users find and consume information, marketers must move beyond conventional SEO and channel-based tactics. The firm advises in the resource that organizations' focus must shift to creating content that AI systems can easily interpret, prioritize, and deliver in response to user intent.

Source: Info-Tech Research Group