TL;DR: 2025 was a breakthrough year for AI search, with tools like ChatGPT Search and Perplexity redefining how customers discover brands. However, as this shift accelerated, Yext Research found that 86% of AI citations link to brand-managed sources, reinforcing the need for accurate, structured data. This post rounds up key industry shifts, blog content, and predictions to help brands prepare for 2026 — and offers a free tool to benchmark your visibility.
2025 was the year AI search moved from experiment to daily reality. It begs the question: what will 2026 be?
If you've been heads-down executing (or, let's be honest, enjoying some well-earned time off), here's what you need to know in search news as 2026 kicks off — from the biggest industry shifts to what our own research uncovered.
The big picture shifts from 2025
AI-driven search isn't coming; it's already arrived.
Here are four major developments from 2025 that reshaped how customers discover brands:
AI search started to become the "default": As of mid-2025, 75% of people were already using AI search more than in 2024, and 43% were using it daily or more. And as traffic shifted…
Clicks decreased, and the "zero click search" world became more of a reality: PEW reported that AI summaries do indeed reduce the likelihood of users clicking on search results links. And we'll soon see if Gartner's big prediction – that by 2026, a quarter of all search traffic will shift from Google to AI-driven answer engines — comes true. Signs point to yes.
Search became more social — and more fragmented, too: With TikTok, Reddit, and YouTube serving as search engines for younger users, brands saw growing pressure to managevisibility across a wider set of platforms.
Agentic AI emerged as a reality: Google AI Mode introduced agentic booking, and OpenAI launched its Atlas browser. The TL;DR? AI began not only recommending, but also taking action on behalf of users.
It all adds up to one thing: if you're a marketer, you need new strategies to structure your brand's data and drive AI search visibility — now.
What Yext research revealed
On that note of brand visibility… we spent the year tracking these changes and researching what brands can do to stay competitive.
Two of our standout findings:
AI search mostly cites sources brands can control: Our AI Citations Study from Yext Research found that 86% of citations in AI-generated answers come from brand-managed sources, like local pages and listings. That means the data you control still shapes what customers see – if you have the right strategy in place.
…But you need to know where your brand stands before you can take action. In our AI Search Archetypesreport, we dove into how customers are navigating search today and what brands need to do to keep up. Hint: the first step is to measure your brand's visibility within AI and traditional search. For example: do you know how — or even if — your brand is appearing in AI-generated answers? Once you have that knowledge, you can take steps to optimize for better performance.
Essential reading from the Yext blog
Want even more insights to inform your 2026 strategy? We've rounded up our most-read and most-shared posts by theme:
AI search fundamentals
Competitive intelligence & visibility
Is your brand visible in AI search? Here are three metrics to watch
Why national and local search both matter for visibility — and what to do about it
Practical tactics
As discovery continues to evolve across platforms, brands that understand where they stand and take action will have the edge. Whether you're catching up or planning ahead, now's the time to double down on visibility, accuracy, and readiness for what's next.
Want to start the year with a better understanding of brand visibility — and what's ahead in 2026 trends? Check out the latest episode of the Visibility Brief.
