The Shift from Traditional Search to AI-Driven Queries

A new generation of startups is reshaping the search landscape by focusing on AI-driven tools for brand visibility. Companies like Athena and Profound are helping businesses adapt to the changing dynamics of online search. As traditional search continues to evolve, the future of brand engagement through AI remains a hot topic for marketers.

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The AI Maker

9/3/20262 min read

A new era of search is emerging as startups develop AI tools

A new wave of startups is emerging, challenging the traditional dominance of Google search by leveraging artificial intelligence. These companies are focused on creating tools that help brands navigate a landscape where customers increasingly rely on AI chatbots like ChatGPT and Perplexity to find information.

As noted by Andrew Yan, co-founder of Athena (https://www.athena.ai) , the way people search online is evolving rapidly. For years, companies optimized their websites for Google's '10 blue links', but that model is changing forever. With AI chatbots, brands must now learn how to optimize their online presence for these new interfaces.

Athena recently launched with $2.2 million in funding and already has over 100 customers, including the online-invitation platform Paperless Post (https://www.paperlesspost.com) . Their software analyzes how different AI models gather and present brand-related information, providing businesses with actionable insights to enhance their visibility in this new search paradigm.

Despite concerns about the potential decline of traditional search, Google maintains its grip on the market, handling about 90% of online searches. The tech giant is actively incorporating AI features into its search engine, allowing users to interact with its AI Overviews (https://blog.google/products/search/ai-overviews/) and utilize its chatbot-style AI Mode. However, as AI-driven alternatives gain traction, Google faces pressure to adapt or risk losing significant traffic and advertising revenue.

Another startup, Profound (https://www.profound.ai) , has raised over $20 million to help companies understand how AI chatbots relay brand information. Co-founder James Cadwallader envisions a future where a 'zero-click internet' exists, with bots being the primary visitors to websites. Their platform monitors multiple inputs that influence how brands are perceived by AI, helping businesses adjust their strategies accordingly.

As the landscape shifts, companies like Scrunch AI (https://www.scrunch.ai) are also stepping in to assist brands in tailoring their content for AI consumption. With a $4 million funding round and a growing customer base, they aim to help businesses adapt to the increasing prevalence of AI-driven search traffic.

SEO consultant Cyrus Shepard has noted that AI visibility is taking up a larger portion of his time, indicating a significant shift in how brands approach online visibility. As the models continue to evolve, it remains to be seen how effective these new tools will be in helping brands maintain their presence in an AI-centric world.

The question remains: will AI chatbots ultimately prove to be more helpful than traditional search engines like Google? As companies scramble to adapt, the conversation surrounding the future of online search is just beginning.

Cited: https://www.wsj.com/tech/ai/ai-optimization-startups-google-search-ee4c561a?st=Lc6XrW

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