TL;DR: AI search is evolving fast. From agentic tools to multimodal inputs and zero-click answers, discovery looks different than it did six months ago. To stay visible, brands must structure data for action, optimize for new inputs like voice and video, and maintain consistency across every channel AI might pull from.
AI search is evolving rapidly
In the past six months, AI search has accelerated from emerging technology to a core channel for discovery and action. These updates matter for marketing professionals because visibility is no longer just about rankings — it's about being found, trusted, and engaged with across AI-driven experiences.
Read on for a recap of the four insights to act on today.
1. Search is increasingly agentic: AI tools are "doing" for users, not just "finding" for them
Google AI Mode can now book restaurant tables, and soon will handle concert ticket bookings, too. OpenAI's ChatGPT is testing built‑in checkout, enabling payments directly within the chat interface. These shifts mean that AI isn't just delivering answers anymore: it's acting on behalf of users.
Pro tip: Make sure your content is easy for AI tools to "read" and use. That means adding things like booking buttons, clear product/service information, and structured data (like schema). The easier it is for AI to understand and use your content, the more likely it is to send customers your way.
2. Advanced input modes are reshaping how people search
Google AI Mode now supports video, file uploads, and screen search, letting users ask questions based on what they see. Meanwhile, ChatGPT Search has expanded to include vision, voice, and real-time web browsing.
Pro tip: Search is no longer just text. Increasingly, discovery happens through visual and spoken inputs. So, make sure your content works beyond just text. That means adding things like alt text for images, using clear and natural language, and giving search engines and AI models the right info through structured data — so your brand shows up no matter how people search.
3. AI-generated summaries are reducing clicks — and raising the stakes for visibility
Google users are now less likely to click on links when AI summaries appear, highlighting a shift toward zero-click search results.
Pro tip: An AI-generated overview is often the only touchpoint for a user. Optimizing for inclusion in AI-generated answers (i.e., "being cited") is the future of search.
4. AI continues expanding into real-world interactions — so brand presence must follow
Yelp has launched AI voice agents to handle calls and inquiries for restaurants and services. Meanwhile, Instagram content will now be indexed directly by Google, meaning social posts can surface in search results.
Pro tip: Search now spans phone calls, social media, and voice. Your brand must have a strong presence — and consistent data — across voice across publishers and social platforms. Diverse paths drive discovery.
Putting it all together
The past six months show a clear trend: AI-powered discovery is becoming action-first, multimodal, and zero-click. When AI tools act on behalf of users, brands whose online information is structured, consistent, and clearly represented will earn trust — and maintain visibility.
Click here to see our full list of weekly updates on AI search.
