Search was once straightforward. You entered a few keywords, scanned a list of blue links, and clicked until you found what you needed. That model is no longer the default. Over the past few years, search has shifted from retrieval to interpretation, driven by the rapid adoption of generative AI.
Generative AI is now embedded in how people search, create, and consume information. Nearly half of U.S. internet adults used at least one generative AI tool in 2025, according to S&P Global Market Intelligence. What once felt experimental is now operational, shaping everything from content production to customer support and brand discovery.
A few years ago, asking a chatbot for a product recommendation might have sounded like science fiction. Today it’s commonplace. Conversational AI tools such as ChatGPT, Claude and Gemini tap enormous datasets to provide personalized suggestions. They digest complex requests,…
Search engines no longer have a monopoly on discovery. Large language models (LLMs) such as ChatGPT, Gemini and Claude are now helping people find products, services and answers through conversational exchanges. This shift requires a new approach: instead of obsessing…