Interacting with AI-powered search feels remarkably like chatting with a friend – someone who listens, understands, and responds thoughtfully, without overwhelming you with irrelevant advice or unnecessary information. Unlike traditional search engines such as Google, which rely on keywords and often feel robotic or transactional, AI search processes natural-language questions and retains context during a session, much like a trusted friend would.
In 2025, AI-powered search is poised to become the foundation of how brands connect with their customers. Advances like ChatGPT, SearchGPT, as well as the strategic pivot from traditional search engines toward entity association, are rewriting the rules of brand visibility.
So, in a reality where intelligent algorithms shape discovery, how can brands establish visibility, build reputations, and resonate with audiences with AI search?
Search is evolving
Search engines are evolving beyond matching keywords to truly interpreting intent. This is evidenced by their pivot to entity association, where the focus shifts from literal phrases to deeper contextual meaning. Entities are identifiable concepts – people, places, organisations, or ideas – that search engines can understand and connect to user queries. For marketers, this shift signals a need to build meaningful associations between a brand and the entities that matter most to their audience.
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