The search landscape is undergoing a seismic shift, with artificial intelligence (AI) emerging as a powerful alternative to traditional search engines. A recent study found that 67% of consumers believe AI will replace traditional search within three years—a bold prediction that signals major changes for businesses and marketers.
But does this mean Google is losing its dominance? Not exactly. Instead, AI and search engines are evolving into complementary tools, each serving different purposes. Here’s what small and medium-sized businesses (SMBs) need to know about this transformation and how to prepare for it.
The Rise of AI in Search Behavior
AI tools like ChatGPT and Google Gemini are leading the charge, offering a more conversational and personalized search experience. In fact, 57% of users now report using AI at least daily, with many engaging multiple times a day.
What makes AI-powered search so appealing? The ability to interact naturally, ask follow-up questions, and get nuanced answers creates a completely different experience compared to typing keywords into a search bar.
Another study found that trust in AI is increasing: 61% of consumers say they believe AI-generated information is trustworthy, which is a significant milestone given how recently these tools became mainstream.
However, concerns about AI remain. While people are getting good results, the accuracy and reliability of AI-generated content still require oversight. SMBs that leverage AI need to ensure that their messaging, insights, and customer interactions maintain credibility and consistency.
AI vs. Traditional Search: Complementary or Competitive?
Despite AI’s rapid growth, traditional search engines are still dominant—just under 40% of users say their search habits haven’t changed. That’s because AI-powered search is primarily used for informational queries (top-of-the-funnel research), whereas navigational, commercial, and transactional searches remain strong on Google.
For instance, while someone might use AI to get advice on digital marketing strategies, they’ll likely turn to Google when looking for a specific agency or service provider. That’s why SMBs need to maintain visibility across multiple channels—not just through SEO, but also through AI-optimized content, social media, and direct engagement.
One area where AI is making a significant impact is local search. According to research from Dialog, 62% of consumers have utilized AI tools to find local businesses, indicating a shift in how people conduct local searches.
How AI is Changing the Customer Journey
For years, Google has dominated the digital marketing funnel, with businesses pouring resources into ranking high on search engine results pages (SERPs). But today’s customer journey is far more complex. People rely on multiple sources—AI chatbots, review sites, forums, and social media—to make purchasing decisions.
At the same time, consumer expectations have evolved. People now demand instant responses, personalized recommendations, and seamless interactions across platforms. The traditional ways of engaging customers—manual lead capture, slow response times, and outdated communication processes—are no longer enough. AI fills these gaps, transforming how businesses attract and retain customers.
Quick Wins with AI
For SMBs looking to stay ahead, integrating AI into marketing and customer service strategies can provide immediate benefits:
AI-Powered Lead Capture & Qualification – Use AI chatbots to engage visitors in real-time, answer common questions, qualify leads based on intent, and seamlessly route them to the right next step—whether it’s booking a consultation, directing them to a service page, or gathering key information for follow-ups.
Automating Repetitive Tasks – Free up time by using AI to assist with content creation and scheduling.
Smarter Client Strategies – Leverage AI insights to refine audience targeting and optimize content.
Is AI Replacing Traditional Search?
AI is not here to replace traditional search—it’s here to reshape how people find and engage with businesses. Google, recognizing the competition, is continuously introducing AI features to keep users within its ecosystem. Meanwhile, SMBs must diversify their online presence and leverage AI to enhance customer engagement.
The takeaway? Brand visibility matters more than ever. SMBs can no longer rely on a single platform to attract customers. Instead, they must be active across multiple channels to remain top-of-mind.
As AI continues to evolve, those who adapt early will have a distinct advantage. Whether it’s streamlining operations, enhancing customer interactions, or optimizing marketing strategies, AI is no longer optional.
Ready to start introducing AI into your business? Schedule a free call today.