AI Search Is Reshaping Discovery in the UK — Here’s How to Keep Up

Once upon a time, ranking on Google was the endgame. Now, AI platforms like ChatGPT, Gemini, and Perplexity are changing how customers discover brands. Instead of sifting through 10 blue links, users are getting direct answers — answers generated by large language models (LLMs) that pull from multiple sources, refine over time, and learn preferences along the way.

And while consumer behavior is shifting rapidly in response, many marketers are still figuring out what this means for their strategy — especially in local markets.

To understand how AI search is landing in the UK, we sat down with Sam Davis, Senior Director of Solutions Engineering at Yext. Sam works closely with UK-based brands to modernize their discovery strategies and improve search performance across both traditional and AI-driven channels.

Here, he shares what marketers are thinking, where brands are getting stuck, and how tools like Yext Scout can help teams take action.

Q: AI search is clearly gaining traction globally, but what does that look like in the UK market right now? Sam:

Brands across various sectors are recognising the transformative impact of conversational AI tools like ChatGPT and Gemini – tools that enable users to access precise, context-aware answers instantly. As consumers embrace generative experiences, the brands I work with are increasingly viewing AI search as an essential component of their overall customer experience strategy. Many brands are keen to adopt these experiences across their owned touchpoints – such as websites and mobile apps. Some have taken this further by implementing the same experience across internal systems and applications, like help desks and intranets, to drive efficiency and enhance user satisfaction.

Q: What are the biggest challenges marketers in the UK face when it comes to visibility in AI-generated results?

Sam: A key challenge is maintaining visibility and control over how brands are represented in AI-generated responses. With conversational AI drawing from diverse data sources, marketers must make sure their structured content is accurate, consistent, and optimised to surface in AI-generated results. Visibility now relies heavily on having robust, structured, and authoritative data that conversational AI can trust and confidently reference.

Q: What are the main misunderstandings you see about how AI platforms like Gemini and ChatGPT retrieve information?

Sam: A common misunderstanding is that AI platforms like Gemini and ChatGPT retrieve information through traditional keyword search alone. In reality, these platforms utilise complex semantic understanding, context interpretation, and deep-learning algorithms. Brands often underestimate the importance of structured, accurate data, mistakenly believing that basic SEO tactics are sufficient for visibility.

Now, more than ever, brands need to adopt the mantra "Your AI strategy is your data strategy" (I admit, I borrowed this mantra from Yext Chief Data Officer, Christian Ward). Instead, it requires a shift in mindset: structured data must be stored in a knowledge graph, and activated consistently across all digital touchpoints – from search engines to directories, social platforms, and beyond.

Q: And that's where a tool like Scout becomes so valuable. Why now?

Sam: Tools, like Yext Scout, are invaluable because they offer brands actionable insights into their visibility across conversational AI search experiences. In an era where conversational AI is rapidly evolving, Scout helps marketers benchmark performance, identify content gaps, and proactively refine their strategies, so they stay competitive and relevant. I'm incredibly excited by the innovations the Yext Product team are beginning to release to our customer base.

Q: You're constantly talking to marketers across the region. What are the top questions they're asking you?

Sam: The most exciting questions I hear often, are:

• What do I need to do to improve?

• How can Yext help me achieve these improvements?

The answer to both links back to Scout. Scout provides rich information to inform next-best actions. The insights helps Yext clients to understand their current position clearly, measure their performance against competitors, and take strategic steps forward.

Q: Let's talk about action. What's one thing a UK brand can do today to improve their AI search visibility?

Sam: One immediate action is to prioritise structured data quality. Brands should audit, enrich, and standardise their structured content, to meet the expectations of AI platforms. This well structured data should be activated across all digital touchpoints (i.e. search engines, maps, apps, directories, social posts, web pages, and schema markup) to provide consistent signals to AI tools. Doing this significantly boosts discoverability and accuracy within AI-generated interactions, enhancing user trust and satisfaction.

Q: Are UK marketers approaching AI search proactively — or is there still hesitation?

Sam: AI search is already seeing enthusiastic adoption among forward-thinking marketers in the UK. While some brands remain cautious, the majority are moving quickly, recognising that early adoption offers real competitive advantages. I've seen many Yext clients increase the reviewing and refreshing of their brand data (stored within the Yext Knowledge Graph) – aiming to create consistent, high-quality signals across all touchpoints.

Q: That brings us to competition. In high-stakes industries like hospitality, finance, and retail, how important is benchmarking?

Sam: In fiercely competitive sectors, benchmarking against competitors is critical. Brands must understand how their AI-powered presence stacks up against competitors. Losing visibility in AI search can directly impact customer acquisition and retention. Regular benchmarking reveals gaps, drives improvement, and ultimately protects market share and enhances customer loyalty.

Q: What role does structured data play in digital strategies across the UK — are brands leaning into it, or still catching up?

Sam: Structured data is becoming central to digital strategies in the UK. Brands are embracing its importance. However, many are still playing catch-up, realising structured data's role in powering accurate, context-rich conversational experiences. The emergence of generative AI applications such as ChatGPT and Gemini has moved structured data from a nice-to-have to a critical foundation of effective AI search visibility. Over time, brands will see that structured data doesn't just support digital discovery — it drives it.

Final thoughts?

AI search is no longer a future trend—it's today's reality. And while many marketers are still figuring out what it means for their brand, one thing is clear: showing up in AI-generated results requires intentional strategy, clean data, and the ability to adapt fast.

That's where Yext Scout comes in. Whether you're trying to understand your current visibility, compare against competitors, or turn insights into impact, Scout helps you navigate this new discovery landscape with confidence.

→ Learn more about how Yext Scout helps you win in AI search