AI search is changing how people find information and make buying decisions. Instead of clicking through many websites, users now ask questions and get detailed answers directly in the search experience. This means brands must focus less on clicks and more on visibility—how often their content appears in AI answers, summaries, and citations.
People still click, but later in the process and with stronger intent, which often leads to higher conversion rates. AI search combines discovery, research, and decision-making in one place, so clear and easy-to-understand content is essential. The signals generated inside AI—like impressions and placements—help brands understand what information works and how to improve visibility when it matters most.
In short, AI search makes user journeys faster and more connected, and success now depends on being visible and understandable within AI-generated answers.
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