How AI Is Changing Search in 2026
The AI Search Landscape in 2026
Search in 2026 looks nothing like it did even two years ago. What was once a simple interaction — type a query into Google, scan the results, click a link — has splintered into a multi-platform ecosystem where AI assistants play an increasingly central role in how consumers find, evaluate, and choose businesses.
Five platforms now dominate the AI-assisted search landscape:
ChatGPT has evolved from a general-purpose chatbot into a primary search tool for millions of users. With web browsing capabilities, plugins, and an increasingly commerce-aware interface, ChatGPT is where a growing number of consumers begin their product research. Its conversational format encourages users to provide detailed context about their needs, resulting in highly specific recommendations.
Claude has carved out a strong position among professionals and knowledge workers. Its reputation for nuanced, well-reasoned responses makes it a popular choice for B2B research, technical evaluations, and complex decision-making. Businesses in professional services, software, and consulting are particularly affected by their visibility on Claude.
Perplexity occupies a unique position as a search-first AI platform. Unlike ChatGPT and Claude, which started as general-purpose assistants, Perplexity was built specifically for search. It provides cited, source-linked responses, making it the most transparent AI search platform and the one where citation tracking is most actionable for businesses.
Google Gemini is deeply integrated across Google's product ecosystem. On Android devices, in Google Workspace, and increasingly within Google Search itself, Gemini is becoming the default AI assistant for a massive user base. Its influence on brand discovery is growing as Google continues to push AI-first experiences across its products.
Google AI Overviews are perhaps the most consequential development for businesses. These AI-generated summaries appear at the top of standard Google Search results, meaning they reach the largest audience of any AI search feature. When a user searches for "best accounting software for freelancers," they may see an AI-generated overview that mentions specific brands before they ever reach the organic results. Google AI Overviews are effectively reshaping the search results page itself.
How Consumer Behaviour Is Shifting
The way consumers use search is changing along several dimensions, and these shifts have direct implications for how businesses attract customers.
From Keywords to Conversations
Traditional search trained users to think in keywords. "Best running shoes wide feet 2026." AI search has shifted this towards natural language. "I overpronate and need a running shoe with a wide toe box. I run about 30 miles a week on roads. What would you recommend under 120 pounds?" This conversational approach provides the AI with richer context, leading to more specific and personalised recommendations. For businesses, this means your content needs to address detailed, specific use cases — not just target broad keywords.
From Lists to Answers
Google gives users a list and asks them to choose. AI assistants give users an answer and ask them to confirm. This is a fundamental shift in the decision-making process. When an AI assistant says "Based on your requirements, I would recommend Brand X because..." it carries the weight of a personalised recommendation. Users are more likely to act on a specific recommendation from an AI they trust than to methodically compare ten search results.
From Desktop to Everywhere
AI assistants are increasingly accessed through mobile apps, voice interfaces, smart speakers, and integrated operating system features. A user might ask their phone's AI assistant for a restaurant recommendation while walking, or ask their computer's built-in AI to find a project management tool during a meeting. Search is no longer a discrete activity that happens in a browser — it is woven into the flow of daily tasks.
From Anonymous to Contextual
Traditional search queries are mostly anonymous — Google knows some things about you, but each search is largely independent. AI assistants, particularly those used through persistent accounts, build up context over time. They may know your industry, your budget constraints, your preferences from previous conversations. This context makes their recommendations more targeted and more influential.
ChatGPT vs Google: How People Use Each Differently
Understanding how consumers use ChatGPT differently from Google is essential for developing the right visibility strategy.
Google remains dominant for navigational searches. When users know what they want and need to find it — a specific website, a phone number, directions to a location — they overwhelmingly use Google. AI assistants are not yet a natural fit for "take me to the Tesco website" or "directions to the nearest post office."
Google is still preferred for visual and shopping searches. Product searches where images, prices, and merchant comparisons matter still favour Google Shopping and Google Images. AI assistants can discuss products, but they cannot show you a grid of options with photos and prices the way Google can.
ChatGPT excels at research and recommendation queries. When users need help making a decision — choosing between options, understanding trade-offs, getting a personalised recommendation — they increasingly turn to ChatGPT. "Should I use Xero or QuickBooks for my small business?" is a query where ChatGPT's conversational, synthesised response is genuinely more useful than a list of links.
ChatGPT handles complex, multi-faceted queries better. Questions with multiple constraints ("I need a CRM that integrates with Shopify, costs under 50 pounds per month, and has good support for email marketing") are difficult to answer well with a traditional search results page. ChatGPT can process all those constraints and deliver a focused recommendation.
ChatGPT is increasingly used for local recommendations. While Google Maps remains the go-to for finding nearby businesses, ChatGPT is growing as a source of local recommendations, particularly for services where reviews and reputation matter more than proximity. "Can you recommend a good web developer in Bristol who specialises in e-commerce?" is a query that ChatGPT handles well.
What This Means for Small Businesses and Marketers
The shift towards AI-powered search has specific implications for small businesses and marketing professionals:
Visibility Is No Longer Just About Rankings
A small business might rank on page one of Google for its key terms and still be completely invisible to the growing number of consumers who use AI assistants for their research. AI visibility is a separate dimension that requires separate attention. You need to know whether ChatGPT mentions you, whether Perplexity cites your content, and whether Google AI Overviews include you in their summaries.
Brand Reputation Has Become More Important
AI assistants synthesise information from many sources. If the overall picture of your brand across the internet is strong — positive reviews, mentions in authoritative publications, clear and comprehensive website content — AI models are more likely to recommend you. Conversely, negative reviews or thin online presence will hurt your AI visibility even if your SEO is solid.
Content Needs to Be Comprehensive and Well-Structured
AI systems favour content that thoroughly answers questions, is clearly structured with headings and lists, and covers topics from multiple angles. Thin, keyword-stuffed content that might have passed muster for SEO a few years ago is unlikely to earn AI visibility. Invest in creating genuinely helpful, comprehensive content about the topics your customers care about.
Third-Party Mentions Carry Significant Weight
AI models give substantial weight to how other sources describe your brand. Getting mentioned in industry publications, earning positive reviews on trusted platforms, and being cited by experts in your field all contribute to your AI visibility. This makes digital PR and reputation management more important than ever.
How to Adapt Your Marketing Strategy
Adapting to the AI search landscape does not require abandoning everything you currently do. It means adding a new layer to your existing strategy:
- Continue investing in SEO. Google is not going away. Strong SEO remains essential. But recognise that SEO alone is no longer sufficient for comprehensive search visibility.
- Audit your AI visibility. Understand what AI platforms currently say about your brand. RivalScope can automate this across all five major platforms, giving you a clear baseline.
- Create content that serves AI and humans equally. Write comprehensive, well-structured content that answers real questions. Use clear headings, include relevant data, and cover topics thoroughly. This serves both traditional SEO and AI visibility.
- Invest in brand authority. Seek mentions in industry publications, encourage customer reviews, maintain accurate business information across the web, and build the kind of authoritative presence that AI models trust.
- Monitor and iterate. AI search is evolving rapidly. What works today may need adjustment in six months. Regular monitoring allows you to spot changes early and adapt your strategy accordingly.
The search landscape in 2026 rewards businesses that take a broad, platform-agnostic approach to visibility. The question is no longer "How do I rank on Google?" but rather "How do I ensure my brand is visible wherever my customers are searching?" The businesses that answer that question well — across Google, ChatGPT, Claude, Perplexity, and beyond — are the ones that will capture the most opportunity from this shift.