How AI Is Changing Search in 2025

Sometimes I get tired of marketing professionals saying “Marketing is always changing.” It feels lazy. But gosh-darn-it, it’s so true. The industry is constantly evolving with new ways to stay at the forefront of your consumers' radar. And it’s especially true with a latest technological advancement, artificial intelligence (AI). In today’s blog, I’m going to (briefly) cover how AI affects searching for your consumers online.

Simply put, search isn’t what it used to be. And in 2025, it's evolving faster than ever, thanks to artificial intelligence. If you’re still thinking about search engines like Google the old way (10 blue links that might be about the search along with a page full of ads), it’s time for an update. Here’s how AI is transforming the way we search, and what it means for businesses trying to get found.

1. AI Overviews Are Taking Center Stage

Google’s Search Generative Experience (SGE) and other AI overviews are now providing users with detailed, AI-generated answers at the top of search results before they even get to websites.

These AI summaries pull from trusted sources to answer questions instantly. What does this mean? Consumers are getting answers on the search engine, and they often don’t need to go to your website to get an answer. For businesses, that means it’s more important than ever to have:

• High-quality, well-structured content on your website that AI overviews can crawl for

• Said content includes clear answers to common customer questions

• Strong authority and trust signals based on creating credible websites and other marketing materials.

If your content isn't optimized for clarity and credibility, you risk being left out of AI-generated answers.

2. Local Search Is Getting Smarter

AI is also making local search more personalized. Instead of just showing "plumbers near me," AI is factoring in more context: your past behavior, preferences and even time of day.

Businesses need to double down on the following:

• Optimizing Google Business Profiles

• Managing reviews and local listings

• Creating location-specific content

Local SEO isn’t just about proximity anymore, it’s about relevance and reputation. After you finish this amazing blog post, I highly encourage you to search your industry type and the city you serve (i.e. best thrift store in Minneapolis). Take a look at what the AI overview provides. If it’s a competitor, research them further to see why they’re edging you out. 

AI overview on a recent search for “best plumbers in minneapolis”

3. Voice Search and Conversational Queries Are Growing

Thanks to AI, voice search is more natural and more common. People don’t search like robots; they search like they’re having a conversation.

This means businesses should:

• Focus on conversational keywords 

• Answer specific questions (think FAQs)

• Write content that feels natural and human (Funny right? Your content should be more human for the AI robots)

FAQ page for Four Season Marine and Sports, a client of Chase Digital Co.

4. User Intent Matters More Than Ever

AI is getting better at understanding why someone is searching, not just what they typed.

Creating content that matches user intent (informational, transactional, navigational) is key to showing up where it matters. Think calls to action and a clear sense of a path for your consumers.

5. Authenticity and Authority Are Winning

AI tools pull answers from the most credible, authoritative sources. Thin, generic content won't cut it.

Businesses need to:

• Build real authority in their niche. Guest blogs and podcast interviews are great examples of ways to build credibility in a space.

• Earn backlinks (links to your site from other sites), especially on other credible industry-related websites.

• Showcase expertise, experience, and trustworthiness (E-E-A-T)

The Bottom Line

AI is reshaping how people find information online. It’s faster, smarter, and more focused on giving users exactly what they need.

If you want to stay visible in 2025, it’s not just about ranking, it’s about being the source AI trusts. Ready to future-proof your online presence? Let's connect.