What Marketers Need to Know About Generative AI in Search

What is generative AI in search?

Generative AI in search involves using AI to enhance the user experience. Searchers get relevant answers and refined information based on a user’s context.

Generative artificial intelligence (AI) continues to take the world by storm and has become an integral part of business practices. Not convinced? About 65% of companies report that they regularly use generative AI in at least one business function.

Big companies like Google and Microsoft are no exception­­. In fact, generative AI has been in search to enhance the online search experience.

So, what does generative AI in search look like? Let’s go through these topics to better understand it:

• What is generative AI in search?
• 4 generative AI-powered search solutions
• The future of AI in search engines

And if you want to learn more about AI and beyond, subscribe to our email newsletter to get the latest tips and tricks for marketing your business online!

What is generative AI in search?

Generative AI in search involves using artificial intelligence to enhance the search engine experience. With AI in search, searchers get relevant answers and refined information based on a user’s context.

Search engines use AI to help users uncover more insights about topics and process information more efficiently. Instead of going through every link on the results page, users can get direct answers from the SERPs.

4 generative AI-powered search solutions

Let’s look at the different generative AI-powered search solutions available today. After all, these tools are becoming more prevalent.

In 2023 alone, 13 million adults in the U.S. claimed to use generative AI as their primary tool for online searches. You’ve probably even used some of them!

4 generative AI-powered search solutions

1. Google AI Overviews
2. Microsoft Copilot
3. ChatGPT Search
4. Perplexity AI

1. Google AI Overviews

About 91% of the global search market is owned by Google, so it comes as no surprise that it offers AI-powered search.

You’ve probably noticed Google’s AI Overviews when you perform a Google search. Once an experimental feature, AI Overviews answers a user’s search or question with the help of the AI model, Gemini. AI Overviews consolidates answers from various online sources and provides attribution links for users to visit.

Getting a spot in relevant AI Overviews searches is important because it occupies a prime spot in the SERPs. Featured snippets and AI Overviews can take up more than 75% of a mobile screen’s real estate!

Pro tip: It’s worth noting that in our experiments, well-optimized websites employing SEO best practices have better chances of appearing in AI Overviews. Get more tips on how to rank in Google AI Overviews.

2. Microsoft Copilot

First introduced as Bing Chat in 2023, Microsoft Copilot is a GPT-powered search engine. You can access Copilot using any browser today. It is also integrated into Microsoft 365.

Bing searchers can also access Copilot when they want a more conversational approach to their search. Simply click the Copilot search option.

Like Google Overviews, Copilot results provide links to information sources, enabling users to do further research beyond the search results page.

3. ChatGPT Search

Formerly called SearchGPT and launched in October 2024, ChatGPT Search is OpenAI’s search engine that uses GPT models. It can access the web, so it can provide you with answers curated from the latest information available online.

You can access it through ChatGPT (on your browser or through the app) and by selecting the Search button. It’s also available as a Chrome extension.

4. Perplexity AI

Another generative AI search solution is Perplexity AI. You can access it through your browser or as an app on your mobile or Windows device.

Perplexity AI’s free version uses GPT-3.5, while its paid version uses various models, including GPT-4o, Claude 3.5 Sonnet and Haiku, Sonar Large, and Grok.

Type in a search term or a question, and Perplexity will provide an answer. It also curates images and online sources for you to check out. Like most of the generative AI search engines on this list, it lets you ask follow-up questions, too.

The future of AI in search engines

Generative AI in search engines is like a double-edged sword. It provides a smooth search experience for users looking for quick answers.

It’s not perfect, though. AI may “hallucinate” and provide inaccurate answers. Because it provides immediate answers to users’ searches, it drives less traffic to websites.

Let’s look at the benefits and the problems that generative AI search brings.

The benefits of AI in search engines

With generative AI in search becoming more prominent, the future of search engines will change.

Here are some benefits you can expect:

• Improved search results: Generative AI in search will help improve results for users. Search engines are already using AI to analyze the way people search to help improve the relevance and quality of results.
• Personalized search results: As search engines continue to learn how searchers conduct queries, AI will help search results become more personalized. Searchers will see search results tailored to how they search, so they get the information fast.
• Multimodal search: Users are no longer limited to text searches. They can input images, audio, or video when they search, and modern search engines can process their inquiries.
• Synthesized information: Generative AI can curate information from various online sources to give searchers an overview about a topic.

Problems and challenges

While there will be many benefits from AI in search engines, there are some challenges and problems that come with it, such as:

• Misinformation: In the Internet age, anyone can publish information and data online, whether it’s true or not. That means that generative AI in search has the potential to deliver false information.
• Reduced traffic to websites: Because generative AI in search synthesizes information and serves a summary in the SERPs, users are less likely to click on listings. Because of this, companies may need to adapt their search strategies to improve their visibility in AI results.

Boost your traffic in the new age of generative AI-powered search

Generative AI in search is just the beginning of what’s to come with AI in marketing. That’s why you must stay on top of this trend and get your marketing strategy ready for the AI revolution.

Your audience is already using platforms other than traditional search engines to look for your business and offerings. Make your brand discoverable by taking an OmniSEO™ approach with WebFX.

Think of OmniSEO™ as a supercharged SEO strategy. It improves your SEO foundation and lets your audience discover you on answer search engines, social media, and other channels.

Our team of revenue growth experts at WebFX is pumped to better understand your business, industry, and audience, to make your business stand out. Contact us online or call us at 888-601-5359 to learn more about OmniSEO™ and our AI SEO services!