By 2026 over 30% of all search queries will be AI-assisted. With the use of AI search platforms like ChatGPT, Perplexity and Claude, the way people search is fundamentally shifting. Again.
Just as businesses were starting to feel comfortable with Google’s search engine results pages (SERPs), along comes the next disruption: AI search platforms like ChatGPT, Perplexity, Claude, and Google’s own Gemini.
These large language models (LLMs) are not just layering on top of traditional search, they’re reshaping how information is sourced, surfaced and selected. And that has huge implications for how your brand shows up (or doesn’t).
The shift from keywords to context
Historically, SEO was all about keywords, backlinks, and meta data. Optimise your website, build domain authority, and climb the rankings.
But AI search platforms don’t think in links, they think in language and intent. They’re trained on vast datasets and synthesise answers rather than returning blue links.
• OpenAI’s ChatGPT now has over 100 million weekly users.
• Perplexity.ai saw 13 million monthly users in under 12 months.
• According to a recent Gartner study, by 2026 over 30% of all search queries will be AI-assisted rather than traditional.
That’s not a trend. That’s a tipping point.
What this means for your brand
When someone types “best workplace design companies in the UK” into Google, you compete for clicks. When they ask that same question to ChatGPT, it might name just three brands, or one.
Worse? It might not name you at all!
Why? Because ChatGPT doesn’t “crawl” the web the same way Google does. It relies on what it’s been trained on, and increasingly, what’s most contextually relevant, credible and clear, not just what’s been SEO-optimised.
That requires a re-think of content strategy entirely.
Five things you need to do now
1. Optimise for entity recognition, not just keywords
LLMs identify entities (your company, services, products, sectors) and their relationships. Use structured data (schema.org), clear brand descriptions, and consistent mentions across platforms.
2. Publish authoritative content in natural language
Forget keyword stuffing. Focus on well-written, helpful, human-first content that answers specific questions and demonstrates expertise.
3. Be present on credible third-party sources
AI engines heavily weight what’s said about you elsewhere. Aim for features in online publications, customer reviews, directories, and trusted aggregators.
4. Keep content fresh and verifiable
ChatGPT now includes browsing (in Pro version), and platforms like Perplexity cite sources. That means timestamped, updated, and clearly attributed content matters more than ever.
5. Claim your space in public datasets Wikipedia, Wikidata, Crunchbase, LinkedIn, and Google Business Profiles are all data points AI uses. Make sure your business is properly represented and up to date.
What the future looks like
We’re moving from search engine marketing to answer engine optimisation. This means:
• Fewer clicks, more direct answers. Brands that aren’t named in the answer don’t even get considered.
• Voice and AI agents as intermediaries. Alexa, Siri, and Google Assistant already filter results, now imagine your future clients asking a digital agent to shortlist providers.
• Battle for top-of-mind brand presence. Trust and awareness will matter more than just clever SEO tactics.
Is paid AI search the next PPC?
That’s the big commercial question. While ChatGPT and Perplexity are currently ad-free, monetisation is inevitable. OpenAI is already partnering with companies like Klarna and Expedia, integrating branded content into conversational flows.
Expect:
• Sponsored results woven into natural responses.
• Brand placement within AI-generated recommendations.
• Fee-based inclusion models for verified content providers.
But there’s a warning here: it won’t be like Google Ads. You won’t just bid on a keyword. You’ll be paying to train AI on your content or integrate your services through APIs and plug-ins.
Closing thoughts
The businesses that win in this new AI-powered search landscape won’t just be optimising websites. They’ll be optimising their entire brand footprint across the web, aligning with how LLMs interpret trust, expertise, and usefulness.
As ever, it’s about being where your audience is looking, but now, that means being in the answer, not just next to it.
If you’re not rethinking your content strategy, digital footprint, and brand presence with this in mind, you’re already behind.
Let’s chat about how Fireworx can help your business rank in AI search
Email: ideas@fwx.co.uk or even better talk to a human on: 01202 559 559
