Key Trends Shaping AI Search

In 2024, AI started to change the way we search for information on the internet. In 2025, it’ll change the way we search for information at work. Here are 5 trends we’re seeing among Guru customers that will accelerate this year: 1. Search queries will look a lot more like questions Think about how you search today – if you want to know your team’s priorities for the quarter, you might type ‘Q1 planning 2025’ into your company wiki and hope to find a document that contains the answer. But in 2025, you should be able to directly ask what you want to know and expect an accurate answer. There’s a fundamental shift underway from hunting for documents to getting instant answers to your questions. 2. We will get frustrated by lists of links in our search results We're already seeing this shift in Google search results, where AI summaries are now common. At work, more employees will lose patience when they conduct a search and just get a list of files to sort through. In 2025, you should expect your company’s tools to provide immediate answers, not just point you to where you might find them. 3. Unstructured data won’t be out of reach any more With AI’s ability to search across things like meeting transcripts and chat conversation, it’s now possible to access much more information than before. In 2025, you should expect to find information that’s buried in a Slack thread as easily as you find a file in a carefully structured wiki. 4. Search will start to feel more like chat Today, each search query happens in isolation – if you need to refine your results or ask a follow-up question, you start over with a new search. In 2025, search will become more conversational. Your follow-up questions should build on previous context, for example: If you ask 'What's our PTO policy?,' you should then be able to ask questions like 'When did this change?' and ‘How do I request time off?’ 5. Search will emerge as the #1 job-to-be-done by AI Most CEOs I speak to have the same priority for 2025: to figure out exactly how best to leverage AI at their company. Ever since we launched our first AI search product in early 2023, we’ve seen ‘search’ emerge as one of most practical, valuable ways to use AI at work. In 2025, I think it will become a cornerstone job-to-be-done of AI in the enterprise. After all, it helps every employee do something that's fundamental to every role at every company: find the information they need – faster than ever before. Are you using AI search at work yet? What has your experience been like?

🔥 Our very own, BrightEdge CTO Lemuel Park has just dropped game-changing insights on AI search that every marketer needs to read now!   🚀 The AI Revolution Reality:   • Digital acceleration (2020-2021) has evolved into an AI-driven revolution, reshaping search in 2025 • Organizations must shift from monthly snapshots to real-time AI intelligence with a 360-degree view • Traditional customer journey (multiple sessions, site visits, vendor comparisons) now unfolds in a single AI interaction • Decision-makers asking AI for HR software or investment strategy get curated shortlists, not link lists • AI agents now make purchasing decisions across B2B, B2C, and D2C markets   📊 Key findings (via BrightEdge Generative Parser & AI Catalyst): • Content impressions up 49% since AI Overviews launched • Only 31% of AI brand mentions are positive • Just 20% of positive mentions include recommendations • Click-throughs dropped 30%, but conversions stayed strong   🖥️ The Desktop Reality Check: 90%+ of AI search referrals come from desktop despite mobile dominating web traffic: • ChatGPT: 94% desktop, 6% mobile • Perplexity: 96.5% desktop, 3.4% mobile • Bing: 94% desktop, 4% mobile • Google Search: Only AI platform with mobile majority (53%)   Lemuel's MAP Framework:   🎯 Mention - Are you in AI responses? 🏆 Authority - How does AI interpret your brand? 📊 Performance - Are you measuring what matters?   📏 Essential AI metrics for 2025: * AI Mention Rate in target queries * Citation Authority as primary source * Share of AI Conversation vs competitors * Prompt Effectiveness for Natural Language * Response-to-Conversion Velocity   💥 The new reality: "AI isn't just retrieving information—it's actively evaluating and recommending brands before prospects click," Lemuel explains.   His advice: Stop monthly reports. AI results shift hourly. Real-time intelligence across #AIOverviews, #ChatGPT, #Perplexity, and every AI platform isn't optional—it's a matter of survival.   🎯As Lemuel puts it: "The future belongs to brands that collaborate with AI and guide its understanding across all platforms." In 2025, AI makes its first—and sometimes final—impression.   https://lnkd.in/gdCnkagQ  

As CMO of Butler/Till, I’ve been reflecting on how AI technologies like ChatGPT++++++ are reshaping not only the way we think but also the way we search. The traditional search behavior we’ve all grown accustomed to is evolving rapidly, and this shift has profound implications for businesses, brands, and the media industry. Here are some key considerations for clients as they navigate this AI-driven landscape: 1️⃣ Search is becoming conversational: Tools like ChatGPT are enabling users to bypass traditional search engines, prioritizing quick, contextual answers over long lists of results. 2️⃣ SEO strategies need to adapt: AI-driven search prioritizes natural language and contextual relevance, pushing businesses to rethink content strategies. 3️⃣ AI-driven personalization is the norm: AI is hyper-targeting audiences with precision, making it essential for brands to focus on meaningful, personalized messaging. 4️⃣ Media plans need to evolve: Paid search campaigns must consider how AI impacts search volume, intent signals, and conversion pathways. As a media agency, Butler/Till is at the forefront of understanding and addressing these changes. Here’s what you should ask of your agency in this new era: - How are you leveraging AI insights to refine targeting and media strategies? - What are you doing to adapt SEO and paid search campaigns for AI-driven platforms? - How are you planning for the future of search, voice, and conversational AI? But above all - don’t freak out. AI is not just a trend; it’s a transformation. At Butler/Till, we’re committed to helping clients navigate this change and seize the opportunities it presents. What’s your perspective on how AI is changing search and media?. #AI #MediaStrategy #PaidSearch #ButlerTill #DigitalMarketing cc Geoff Schopp Butler/Till