Search has always been about helping people find answers. But how those answers are delivered, and where people go to get them, is changing faster than ever.
AI is no longer just working behind the scenes of search engines. It’s becoming the starting point for many users. LLMs like ChatGPT and Gemini are reshaping how people research services, compare options, and discover local and small businesses. For business owners, this shift creates both challenges and new opportunities.
Recent studies from Adobe and Semrush highlight just how quickly AI is influencing online search behavior, and why small businesses need to pay attention now, not later. We’ve included some of that information from those studies below.
From Search Engines to AI Assistants
More people are now using AI tools as their first stop when they have a question. Instead of typing a short phrase into Google and scrolling through links, users are asking full questions and getting direct, summarized answers.
For consumers, this feels easier and faster. For small businesses, it means the path to discovery is changing.
This isn’t just a Gen Z trend. While younger users are leading the shift, AI search adoption is strong across millennials, Gen X, and even baby boomers. Nearly a quarter of users now turn to AI tools before traditional search engines when looking for information, including recommendations for products, services, and local businesses.
Why Customers Prefer AI Search
People are gravitating toward AI search because it saves time and reduces effort. Instead of clicking through multiple websites, AI often delivers clear answers in one response.
AI is especially popular for:
- Comparing product options
- Asking for recommendations
- Exploring unfamiliar services
- Brainstorming solutions to a problem
Because responses feel conversational and personalized, users often trust them more. In fact, many people now say they trust AI-generated answers just as much, or even more, than traditional search results.
For small businesses, that trust matters. If your business is mentioned or recommended by AI, it can immediately build credibility with a potential customer.
Brand Discovery Is Happening Inside AI
One of the biggest changes for small businesses is where discovery happens.
AI tools aren’t just answering questions – they’re shaping buying decisions. More than a third of users report discovering a new product or brand through AI, with younger audiences leading the way.
That means visibility is no longer limited to ranking on page one of Google. Your business can be introduced to new customers simply by being referenced, summarized, or recommended inside an AI response, often before someone even visits a website.
For small businesses that don’t have massive marketing budgets, this levels the playing field in powerful ways.
Small Businesses Are Already Using AI
AI isn’t just for big brands. Nearly half of marketers and small business owners already use AI tools to:
- Write or refine content
- Improve messaging
- Create social posts or ads
- Clarify their value proposition
More importantly, many plan to increase their focus on AI visibility moving forward.
Showing up in AI-generated answers is quickly becoming as important as traditional SEO, especially as more customers rely on these tools to guide their decisions.
How AI Is Changing Website Traffic
AI is also changing how traffic flows across the web. Over the next few years, AI-driven search experiences are expected to become a major source of website visits. At the same time, AI often provides answers upfront, which can reduce the number of clicks to individual sites.
This means:
- Some traffic may decrease initially
- Fewer but more qualified visitors may arrive
- Customers may reach out later, but with stronger intent
For small businesses, quality matters more than volume. AI compresses the customer journey, so your message needs to be clear, helpful, and trustworthy when it appears.
Optimizing Your Site for AI & SEO
AI optimization still builds on SEO fundamentals, but it’s not exactly the same. AI tools don’t just pull from the top-ranking pages. They prioritize content that clearly answers the question, even if it doesn’t rank #1 in Google. AI evaluates content in smaller sections, looks for clarity and context, and adapts responses based on how the question is asked.
That’s good news for small businesses. You don’t need to “outrank” massive brands. You need to be useful, specific, and relevant.
What Type of Content Works Best
When it comes to AI visibility, substance wins.
AI tends to favor:
- Clear explanations
- Practical guides
- Data-backed insights
- Service-focused content written for real customers
AI tools frequently reference small business and service websites when generating answers, especially when the content demonstrates expertise and real-world experience.
The takeaway is simple: AI still needs reliable sources. Businesses that invest in helpful, authoritative content are more likely to be included.
Getting Ready for What’s Next
AI-driven search isn’t coming someday – it’s already here. As adoption accelerates, small businesses that adapt early will have a clear advantage. This doesn’t mean chasing every new tool. It means understanding how customers are searching now and making sure your business shows up in ways that build trust and clarity.
At 10TH DEGREE, we believe success in this new era comes from helping small businesses align their digital presence with how AI surfaces information. Search may be changing, but the goal stays the same: be visible, be helpful, and be trusted, wherever your customers are looking.