With the rise of genAI search channels, users are searching more conversationally and intuitively, forcing brands to rethink their approach to content optimization and engagement.
This shift impacts every touchpoint in the consumer journey — from discovery to purchase. To stay visible and relevant, you must ground strategies in consumer intent data, understanding what people search for and how and where they seek answers.
What is conversational search?
Conversational search is how AI-powered search engines generate responses and interact with users naturally. Instead of relying on short, keyword-based queries, users can ask complete, context-rich questions, just as they would in a conversation.
AI search engines analyze these queries by interpreting user intent and understanding context to generate personalized, human-like responses. Unlike traditional search results, which provide a list of links, conversational search delivers direct, relevant answers.
This makes search experiences more intuitive and dynamic, creating a smoother user experience that keeps people returning to these tools. As AI search engines become better at understanding nuance and aligning with user needs, they reshape information discovery and brand engagement.
Dig deeper: The 13-point roadmap for thriving in the age of AI search
Consumer discovery through conversational search
Now that they have dynamic answers tailored to their needs, users are leaning into more personalized search experiences. For users, this shift means:
- Less reliance on traditional search results: Instead of sifting through a long list of ranked web pages, consumers are given direct answers, minimizing the dependence on conventional SEO rankings for higher-funnel, informational queries.
- More emphasis on intent and personalization: Because AI can interpret user queries based on context and previous interactions, users receive more relevant, efficient, personalized answers.
- A change in query phrasing: Consumers no longer search using just keywords; instead, they ask complete, detailed questions.
To stay relevant, you must create content that reflects real conversations and consumer behavior, providing conversational AI models with credible sources to cite.
Dig deeper: Reaching consumers in the age of AI: What you need to know about search and social media
How your brand can adapt to AI-driven search
Success in this new search landscape — both in visibility and customer acquisition — equires a shift to an intent-driven strategy that aligns with AI-powered search engines.
Optimizing for conversational search
Develop detailed audience personas based on consumer intent data to understand how people search and what they expect from search results. While traditional SEO practices remain important and — according to our research — still correlate with visibility in AI Overviews, it’s time to move beyond keyword-based strategies alone.
To drive visibility, trust and acquisition, use insights into search intent and context to shape your strategies. This ensures your content naturally answers actual user queries and is optimized for discoverability by conversational AI models.
Dig deeper: How to optimize your content for AI search and agents
Owning your brand narrative
AI-generated search results pull from optimized sources that align with user questions. Because of this, you must take ownership of your digital presence and online authority.
It’s critical to build owned content assets — such as websites and blogs — that accurately represent your brand while providing trustworthy, authoritative and optimized information. Doing so increases the chances of being cited by AI search models. Consistent messaging also strengthens external assets, such as news stories, reinforcing brand positioning within generative AI models.
Using conversational search to connect with consumers
AI-driven conversational search isn’t a passing trend. It’s the next phase of digital discovery. As AI continues personalizing and refining search interactions, brands must adapt and experiment to stay competitive.
Building consumer connections in this era requires more than producing content or pushing irrelevant marketing. To increase visibility in AI-generated search results, you need a deep understanding of consumer intent, conversational engagement and AI-friendly content strategies. These practices help build consumer trust and establish your brand as a reliable source in your industry.
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