At Originate, we’ve been anticipating this shift, planning web experiences and content for the arrival of AI-powered search tools like ChatGPT, Google Bard, and Microsoft’s Copilot. With ChatGPT currently reaching around 180 million users a month — and with pre-planned prompts rolling out to guide tasks and searches — we expect AI-driven search adoption to surge over the next 6 months.

First, let’s examine what AI search is:

AI search is a new type of search functionality. Everyone will be familiar with keyword search where a user types into a search engine and statistically likely prompts are matched to suggest new queries. AI Search is a more evolved multi-step format which uses machine learning, which is outlined generally here, courtesy of Algolia

• Query processing: This step involves analyzing the user’s query to understand its intent, scope, and constraints.
• Retrieval: Once the query has been processed, the system retrieves a set of documents or data items that match the query criteria.
• Ranking: After the documents or data items have been retrieved, the system ranks them based on their relevance and importance to the user’s query.

At Originate, we are closely monitoring these developments to anticipate the incoming changes and working closely with our clients to adapt their content and user journeys as required.

5 Key Takeaways for Brands on AI Search

1. Prepare for Conversational Search: Consumers are shifting from keyword-based queries to conversational, context-driven questions. Content should be optimised to give clear, direct answers.
2. Expect Changes in PPC Effectiveness: As users turn to AI for tailored responses, traditional PPC might see reduced impact. Reassessing ad spend could help maintain visibility.
3. Brand Relevance is Crucial: AI will favour brands with valuable, contextually relevant content. E-commerce and service-based brands should focus on authenticity and clarity.
4. Monitor AI-Specific Rankings: In our early tests, ChatGPT rankings resemble Googles’, but as these platforms evolve, keeping up with AI ranking trends will be essential for brands to maintain a presence.
5. Growth in AI Search Adoption: With ChatGPT’s rapid growth, brands which adapt quickly to the new AI-powered search landscape will gain an edge.

This week we tested three of our clients on ChatGPT search to see how they were faring. These clients had been planning for AI search and so their sites were ranking well; however, we anticipate more change over the next few months as the platform learns and adapts to this evolving landscape.

Our goal is to help maintain and boost traffic, visibility, and rankings as AI reshapes search behaviour – keeping brands prepared for what’s ahead.

Is your brand prepared for the AI search revolution?