AI is not replacing traditional search, but the rate at which people are using it is growing rapidly. According to a recent poll conducted by Datos, 5.6% of U.S. search traffic on desktop browsers last month went to an AI-powered large language model (LLM) like ChatGPT or Perplexity. While that pales in comparison to the 94.4% of traffic still going to traditional search engines, it’s important to note that AI-driven search has nearly doubled since June of 2024.
This rapid change in behavior raises a critical question for brands: How do you ensure your brand is showing up in the next generation of search?
The New Search Landscape
Search used to mean one thing: typing a query into Google. Today, consumers are just as likely to ask ChatGPT for recommendations, search TikTok or Instagram for product reviews, or use Perplexity for quick answers. The future of search is not either/or, it’s a diverse ecosystem where AI-powered tools, social platforms, and traditional search engines work in tandem to help consumers find the answers and information they are looking for.
For brands, this shift means your strategy can no longer be focused solely on SEO and paid search. AI is transforming not only how people find information, but also which sources are prioritized.
What Drives AI Results?
Here’s where things get interesting. According to Muck Rack’s latest report:
- More than 95% of links cited by AI tools are non-paid coverage.
- Of those, 27% are journalistic content from trusted media sources.
The vital finding from this report: earned media is fueling AI search. AI models lean heavily on credible, organic coverage, especially journalism, when delivering answers. Unlike traditional search engines, which blend organic, paid, and owned content, AI disproportionately amplifies earned media.
Why This Matters for Brands
The growth of AI search isn’t just about technology, it’s about consumer behavior. People are increasingly looking for faster, more conversational, and more trusted answers.
- Trust is shifting. As it relates to finding information, consumers are wary of ads and branded claims. AI’s reliance on third-party validation means authentic coverage matters more than ever.
- The path to purchase is diversifying. Discovery may start on TikTok, validation may happen through an AI search, and purchase may be completed on Amazon or in-store.
- Attention is fragmented. The brands that show up with intention and consistently across channels—traditional search, AI, and social are the ones that will win.
How Brands Can Prepare
So, how do you ensure your brand isn’t left behind as AI search adoption accelerates? Here are three strategies to focus on:
1. Invest in Earned Media for AI Visibility
With AI surfacing non-paid, journalistic content at high rates, securing credible press coverage and thought leadership is no longer just good PR, it’s SEO for the AI era. Prioritize media outreach, bylined articles, and features in reputable publications to increase your likelihood of being cited in AI-generated results.
2. Create Content That Feeds both AI and Humans
AI tools pull from a broad range of sources. That means your owned content still matters, but it must be authoritative, fact-based, and optimized for credibility. Whitepapers, research studies, expert commentary, and resource-style blog posts are more likely to be referenced by AI systems.
3. Expand Beyond Traditional Search
Think ecosystem, not silos. To influence AI results and consumer behavior:
- Maintain active brand storytelling on social platforms like TikTok, YouTube, and Instagram, where younger audiences often begin their searches.
- Align SEO and PR strategies so your earned coverage and owned content complement each other.
- Monitor where your brand shows up in AI responses and adjust accordingly
Key Takeaway
The rise of AI search is happening rapidly. While traditional search engines still dominate, AI-driven discovery is scaling quickly, and the rules are different. In this new landscape, earned media and credible storytelling are the currency of visibility.
Brands who Invest now in building trust and authority through PR, thought leadership, and content that AI can amplify, will not only show up in tomorrow’s search results but will also earn consumer trust in the process.
At Konnect, we’ve always believed in the power of storytelling to build lasting brand impact. In the AI era, that belief is more relevant than ever. If you’re ready to future-proof your brand’s visibility in this evolving search ecosystem, we’d love to start the conversation.