AI search is changing how people discover brands, and marketers say the shift is moving faster than expected. Interviews from The Drum show growing pressure on teams to adapt to Google’s AI Overviews, ChatGPT-powered answers and new formats that sit above traditional search results.
Marketers Expect Search to Change Completely
Search experts told The Drum that classic SEO is losing ground as AI models summarize information at the top of the page. Brands face a new problem. If an AI answer handles the user request, fewer people scroll or click.
Some marketers now refer to this space as GEO or GSO. Others still call it “AI search.” The label doesn’t matter. The impact does. Visibility is no longer tied to ranking alone. It depends on whether the AI model includes your brand in the answer.
Why This Shift Matters for Brands
Teams can no longer rely on keyword rankings and link-building alone. They need structured data, trusted content and strong brand signals that AI systems can verify.
Marketers told The Drum they want more control over how their brand appears in AI-generated answers but acknowledge that rules are still forming.
The risk is simple. If your brand isn’t selected for an AI summary, it disappears from consideration. Teams now treat AI search the same way they treat retail media or social algorithms. They want predictability and clear standards.
AI Search Is Creating New Pressure
AI models reward brands with clear product data, verified sources and consistent signals across the web. That puts pressure on teams to clean up outdated web pages, fix broken metadata and publish information that AI systems can trust.
It also forces new measurement questions. How do you track brand inclusion when the answer is a generative summary instead of a link? How do you prove the impact of AI-driven visibility to leadership?
Marketers told The Drum they want those metrics, and they want them soon.
Budgets Are Starting to Shift
As AI search grows, some teams are already moving budget from classic SEO into content operations, data cleanup and experimentation with AI-focused optimization tools.
Agencies say clients are asking for help with:
- Brand mentions inside AI-generated answers
- Structured data improvements
- Testing content formats that AI systems prefer
- Understanding which signals influence visibility
The goal is to stay visible even when search platforms rewrite the page.
What Happens Next
Marketers expect AI search to gain more formats across 2026. That includes richer summaries, more commerce integrations and more direct shopping features.
Teams will need new playbooks for visibility, measurement and optimization. The rules are still shifting, and brands that adapt early gain an edge.
The takeaway is clear. AI search is no longer one channel. It’s a layer across every search environment. Your team needs to plan for that reality now.
