What AI Search Means for Marketers (and Your Business)

Raise your hand if you’ve ever typed a question into Google, opened five tabs, skimmed three articles and still didn’t quite get the answer you were looking for. Ok, now put your hand down because we can’t see you anyway.

Now, imagine getting a clear, concise answer and the links to back it up in one simple prompt. That’s where AI search is headed.

Updates to ChatGPT and other AI tools’ search functionality are changing how people gather information online. And if you’re in marketing, content creation or just trying to get your business seen, it’s something you should be paying attention to.

So, let’s break it down.

Wait, AI tools can search now?

They sure can. Until this summer, Chat’s* responses were based solely on the data it was trained on (with knowledge that stopped in 2023). But now, when browsing is enabled, AI tools can pull current information directly from the internet, like Google with a built-in research assistant.

And they don’t just give you a list of links. While AI answers often summarize without prompting a click, most tools now credit their sources. That means structured, well-optimized content still has a critical role to play in discovery. 

SEO still matters to your marketing strategy. AI search optimizations (AEO) and SEO are co-existing, not replacing each other. For the foreseeable future, you need to optimize for both. More on that here.

Bonus: You can upload a file or image and ask ChatGPT/Gemini/Perplexity/Claude to summarize, analyze or extract key info. This means marketers can feed these tools PDFs, screenshots, campaign briefs or analytics reports and get quick takeaways or informed next-step suggestions.

*Yes, we’re on a first-name basis now. Read about our AI initiative here.

Here’s how it works.

Tech can be confusing. That’s why we did the hard part (a.k.a. the research). Here’s what’s new and what you need to know:

• Live browsing: AI tools like ChatGPT can search the internet for up-to-date answers.
• Summarized results: It distills what it finds into a human-friendly response.
• Citations included: You can still click through to the sources if you want.
• Smarter prompts: Users are asking more detailed, natural-language questions. Instead of “Charleston small business of the year 2025,” you’d ask, “Who was Charleston’s small business of the year in 2025?”.

In short, AI search tools are evolving into more than chatbots. They’re becoming all-in-one search engines and research assistants. While these tools and Google may seem increasingly similar, there are still key differences. Let’s look at ChatGPT, for example.

Chat GPT vs. Google at a Glance

Bottom line? Write with humans in mind, but optimize for discoverability by search engines and smart assistants.

And this is why marketers, businesses and nonprofits should care.

You might be thinking: “Cool, but how does this affect my marketing strategy?” Let us count the ways.

• Search behavior is changing…again.

People aren’t just Googling anymore. They’re prompting. And instead of skimming through ten blog posts, they’re getting a summarized answer in seconds. If your brand isn’t part of the sources AI tools pull from, you risk being left out of the conversation.

• Your content needs to be even more helpful.

AI doesn’t care about clever headlines. It pulls from content that’s structured, clear and actually answers people’s questions. Think:

• FAQs
• Step-by-step guides
• How-tos and explainers
• Listicles and bulleted insights

In other words: content that’s skimmable, shareable and search-friendly.

• Topical authority is more important than keyword stuffing.

Gone are the days of ranking just because you said “best plumber Charleston SC” five times. AI tools look for content that consistently delivers value across a topic. If you’re a pool builder, don’t just blog about your latest project. Answer the questions your audience is Googling (or ChatGPT-ing).

• Your brand’s digital footprint matters more than ever.

AI search pulls from news sources, websites, reviews, forums and more. So if you want to show up in its answers, your brand needs to show up everywhere:

• On your blog
• In online directories
• In customer reviews
• In relevant press coverage

Pro Tip: Mentioning competitors by name (when relevant) can actually help your brand appear in comparative queries powered by AI tools, especially when paired with content that explains your unique value.

So, what should you do about it?

We’re glad you asked. Whether you’re a small business or nonprofit just trying to make waves or a full-service marketing agency like us, adapting to new technologies, there are simple steps you can take. 

Here’s how to future-proof your content for AI search:

Write like a human, but structure like a robot. Use clear headings, short paragraphs and bullet points. Answer questions directly. Include summaries.

Create content people are actually searching for. Think beyond keywords. What problems are your customers trying to solve? What do they want to know? Start there.

Keep your site updated. If your blog still says “as of 2022,” it might not be picked up by tools scanning for fresh, reliable information.

Diversify your content strategy. Don’t rely on one blog post to carry your whole SEO strategy. Use social, video, email and even traditional PR to build authority across platforms.

Track what’s working and evolve. What’s true today might change tomorrow. Keep learning, keep testing and keep adapting.

Here’s where TRIO comes in.

As a full-service marketing agency, we’re already helping our clients create content that’s search-friendly, brand-aligned and AI-aware. From building strategy to writing blogs, designing websites, creating ads and more, we’re here to help you stay one step ahead. We believe good marketing starts with a human connection. And that won’t change, no matter how smart the search engine gets.

Ready to evolve your marketing strategies?

Want your marketing to be future-proof, AI-ready and reader-approved? Let’s chat.

TRIO can help you show where your audience—and their AI assistants—are already looking. Contact us today, and let’s get started.