How search behavior is changing in the age of AI

Search is no longer just about typing a few keywords into a search engine. The rise of AI-powered search tools is transforming how users discover information online. People now ask full questions, expect personalized answers, and rely on AI to guide their decisions before they even start traditional searches. This shift demands that brands rethink how they approach search visibility and content discovery.

Users are changing how they search

Search behavior has evolved rapidly with AI becoming a key part of discovery. Recent studies show:

• 50% of consumers already use AI-powered search as their main discovery tool.

• Over 70% of users depend on AI to learn about a category before searching elsewhere.

• Users are 4 to 5 times more likely to ask full-sentence questions in AI search compared to traditional keyword searches.

  
  

These changes reflect a move away from short, fragmented queries toward natural, conversational interactions with search engines. Instead of typing "best CRM," users now ask, "What is the best CRM for early-stage startups focused on growth?" This shift means brands must adapt to new user expectations and search patterns.

AI search is conversational and persona-driven

AI search engines understand and respond to natural language, making conversations more human-like. The average prompt length in AI search is about 23 words, compared to just 4 words in traditional search. This difference highlights how users express detailed needs and context when interacting with AI.

Personas play a crucial role in AI search. Around 80% of meaningful AI questions for a brand come from just 2 or 3 core user personas. Each persona has unique goals, pain points, and ways of asking questions. For example:

• A startup founder might ask, "What is the best CRM for early-stage startups focused on growth?"

• A customer service manager could inquire, "How can I reduce call center spend this quarter without hurting NPS?"

• An operations lead might want to know, "What project management tool works best for a small ops team?"

  
  

Brands that map their content to these personas can cover all discovery paths and provide relevant answers that AI search engines will surface.

Personas are the foundation of AI discovery

While SEO and keywords remain important, AI introduces a new layer of search that depends heavily on understanding user personas. This approach is called Generative Engine Optimization (GEO). GEO focuses on how AI engines generate answers based on:

• Intent: Why the user is asking (to learn, decide, or compare)

• User context: Details like role, industry, and company size that shape the answer

• User goals: What the user wants to achieve with the information

• Funnel stage: Where the user is in the buying journey

  
  

For example, a marketing manager researching CRM tools will have different questions and needs than a CEO deciding on a company-wide software purchase. Brands that build content around these personas and their specific intents will perform better in AI-driven search results.

GEO Advisor solution

Understanding personas is key to gaining visibility in AI search. GEO Advisor helps brands see their search presence through the lens of user personas. Without this insight, brands risk missing out on how AI search engines interpret and rank their content.

By focusing on persona-driven discovery, brands can:

• Identify which user questions are most important

• Create content that matches the natural language users employ

• Align answers with user goals and buying stages

• Improve visibility in AI-powered search engines

  
  

This approach ensures brands stay relevant as search behavior continues to evolve.