We’re living in an age where artificial intelligence (AI) is quietly transforming the way we search, shop, and explore online. AI-powered search engines, in particular, are stepping up, offering more intuitive, personalised results that feel almost like talking to a tech-savvy friend.
Whether you’re hunting for the latest marketing insights or a recipe for dinner, AI search is making those experiences smarter and faster. And the numbers back it up: the global AI market is projected to grow to $1.81 trillion by 2030, with AI-powered search engines accounting for approximately 5-6% of the search market share as of 2024.
This guide will help you navigate the world of AI search with confidence, showing you how to optimise your queries and make the most of these powerful tools.
Why AI search engines are different
Traditional search engines rely on static algorithms and keyword matching to fetch results. AI search engines, however, use machine learning and natural language processing (NLP) to understand your intent and provide results that go beyond simple keyword queries.
For example, when you type, “What’s the best way to improve my SEO in 2025?” an AI search engine doesn’t just match keywords, it interprets your question, predicts the kind of answer you’re looking for, and generates results tailored to your specific needs.
This makes AI search engines highly efficient for complex queries, voice searches, and conversational interactions, where context matters as much as content.
Tips for effective AI search
Mastering AI-powered search engines involves more than just typing a query. Here’s how you can get the best results:
- Be clear and specific: AI search engines thrive on well-phrased, detailed queries. Instead of vague questions like, “What’s SEO?”, opt for something more specific like, “What are the best SEO strategies for small businesses in 2025?” This helps the AI narrow down the results to what’s most relevant to you.
- Use conversational language: Unlike traditional search engines, AI models like ChatGPT, Deep Seek or Google’s Gemini are designed to process conversational queries. For example, you could ask, “How does keyword clustering work for blog optimisation?” and receive a detailed, user-friendly response.
- Experiment with follow-up questions: One of the standout features of AI search engines is their ability to handle follow-up questions. If you’re not satisfied with the first answer or need clarification, ask again, e.g., “Can you give me examples of keyword clustering tools?”
- Take advantage of personalisation: AI search engines often learn from your behaviour and preferences over time. Leverage this feature by signing in, enabling personalisation, and saving queries where possible. This ensures future results are better tailored to your interests.
- Use advanced features: Some AI search engines offer tools like summarisation, content analysis, or citation generation. If you're conducting research, ask the AI to summarise articles, generate references, or create comparisons. For instance, “Summarise this article about AI in marketing in five key points.”
- Incorporate context for complex queries: When asking multi-layered questions, include background details to help the AI provide the most accurate answers. Instead of “What’s the best social media platform?”, ask “What’s the best social media platform for targeting Gen Z in 2025?”
Why AI search engines matter for marketers
For marketers, AI search engines present a few opportunities, including:
- Enhanced targeted visibility: AI search engines prioritise high-quality and contextually relevant content, which means marketers can gain a competitive edge by focusing on long-tail keywords and conversational queries. Creating content that directly aligns with user intent increases the chances of being featured in AI-powered search results.
- Real-time insight generation: AI tools integrated into search engines allow marketers to analyse competitor strategies, identify trending topics, and refine their campaigns with actionable insights. These capabilities enable faster decision-making and better campaign optimisation.
- Personalised marketing opportunities: AI search engines deliver results tailored to individual preferences. Marketers can leverage this trend by crafting personalised content and targeted ads that resonate more effectively with specific audience segments, improving engagement rates.
- Voice and conversational search growth: With the rise of voice and conversational search, marketers must adapt their strategies to include natural language queries. Optimising for how people speak rather than type ensures your content is easily discoverable in AI-driven searches.
- Elevated content standards: AI search engines favour content that is credible, informative, and well-structured. Marketers need to focus on producing authoritative materials, supported by research and structured for easy readability, to secure top positions in search results.
AI search engines are no longer just trends, they’re becoming trusted companions in how we navigate the digital world. By tailoring your queries, leveraging personalisation, and embracing conversational techniques, you can unlock the full potential of these transformative tools. For marketers, it’s about more than just visibility; it’s about creating authentic, high-value connections with audiences.
Want to push boundaries and integrate AI into your digital strategy? Get in touch; we’d love to explore how we can work together to achieve your goals!
