In this article, we look at the differences between traditional and AI search engines, analyse the challenges and opportunities they present, and examine how brands are leveraging AI search to increase traffic and sales.
AI Search versus Traditional Search
Traditional search engines work by using keyword algorithms and indexing to give users a list of possible web pages that should have the information they are looking for. However, they aren’t great at understanding the context of the queries they receive.
For example, if a user searches for ‘apple’, traditional engines may show results for both the fruit and the technology company with no understanding of the user’s intent.
Unlike traditional search engines, AI-powered search engines use advanced natural language processing (NLP) and machine learning, which enables them to understand the concept of user intent and respond with direct conversational results.
Advantages of AI Search
AI search isn’t just about matching keywords. It understands the context of what you are asking. It learns from each query and adapts to your style. Here’s how it works:
- Natural Language
AI picks up the nuances in your everyday speech. It turns your queries into clear answers. - Learning Over Time
Every search helps improve future responses. It gets better at predicting what you need. - Personalised Results
Your past searches shape the results you see. This makes your experience feel personal. According to CMSWire, approximately 72% of users prefer personalised search results.
Why AI Search Matters
AI search brings clear benefits:
- Accurate Answers
Your query like "movie with the blue alien" gets a direct answer. - Quick Results
There’s no need to click through endless pages. - A Chat-Like Feel
It’s like talking to someone who understands you.
These changes can save you time and make your searches more enjoyable.
AI Search Overtaking Traditional
Gartner predicts that by 2026, traditional search might lose about 25% of its traffic due to more users turning to AI chatbots and virtual assistants.
- Changing Expectations
People now expect a friendly, interactive search experience. AI meets that need with ease. - Industry Response
Even giants like Google are adapting to stay relevant.
Rethinking Content for a New Age
For businesses, AI search means a change in their content strategy. Instead of cramming in keywords, you now need clear, helpful content that AI recognises.
- Structured Content
Use clear headings and bullet points. It helps both the reader and the AI. - User-Focused Writing
Speak directly to your audience. Make your content easy to read and trustworthy.
Real Success Stories
Brands are seeing the benefits of appearing in AI search results; they are seeing increases in website traffic and sales.
Viv
US-based period care brand Viv saw a 400% increase in web traffic from AI search, specifically for queries related to sustainable menstrual products. But it didn't stop there – sales conversions from AI-driven traffic shot up by 436%.
Viv's success can be attributed to its in-depth blog posts that provided valuable context and sources, perfectly matching the kind of cohesive, informative content that AI tools favour over keyword-stuffed material.
This impressive growth was mainly driven by platforms like Google Gemini and OpenAI's ChatGPT.
Joe & Bella
The adaptive clothing brand saw a surge in traffic and sales over the holiday season, thanks to ChatGPT recommendations.
Joe & Bella's strategic focus on SEO keywords like "adaptive clothing," combined with their rich blog content, helped them stand out in AI-powered search results, increasing their visibility in a crowded online market.
For more details on how brands are using AI to boost their reach, check out RetailWire.
The Data Speaks
Kevin Indig's research on transactional AI traffic offers useful insights into the capability of AI chatbots as drivers of website traffic.
His research points out that referrals from AI chatbots are more successful than conventional search in both engagement and conversion, as outlined in Search Engine Journal.
The study covered more than 7 million sessions, which showed that AI chatbot traffic is more engaged, with longer session durations and higher page views per session than conventional search traffic.
Does this data inspire you to explore new strategies for your own online presence?
Challenges and Limitations of AI Search
While AI search has many advantages, it also presents challenges:
- Accuracy Problems
AI models may produce incorrect data or "hallucinations," therefore spreading misinformation. - Resource Requirements
AI models require large-scale computational resources to train, which can be costly and environmentally significant.
Looking Forward
The move towards AI-driven search is changing the online environment, presenting users and businesses with both opportunities and challenges.
With AI becoming more advanced, companies need to change their strategies in order to optimise for AI search.
By concentrating on personalised, conversational, and contextual content, businesses can get themselves ahead of their competitors.
