This isn’t about upgrading your 17” monitor to a fancy widescreen or finally ditching that Hotmail email address you’ve proudly plastered on the side of your work van since 2002. Artificial Intelligence (AI) is bigger than that – much bigger. This isn’t some optional trend, and it’s not going away. It’s already here, and shaping how we search, how we work, and how businesses are discovered online, more and more every month.
And yet, for various daft reasons, some people – website owners especially – still bury their heads in the sand, convinced they can ignore it. “I don’t want that artificial intelligence stuff on my website,” they say, as if AI isn’t already shaping their daily lives. From predictive text on their phones to the algorithms deciding what we see in Google searches and social media, AI is everywhere.
Denying it is like refusing to accept that cars replaced horses.
The Free Ride Is Over
For many years (about 25 or so), businesses have enjoyed a free ride online. Free Search Engine Exposure (through SEO) in Google search. Build a half-decent website, cram in some keywords, maybe toss a few backlinks into the mix, and you’d likely get noticed. But it is not 2008 anymore. Those days are gone. AI search engines are rolling out – starting in the US already and making their way to the UK later this year – and they’re already rewriting the rulebook.
The old tricks won’t work anymore. Honestly, I can’t repeat or emphasise that enough. I’ve been in this game for near on 30 years and I have seen many changes. This is the biggest.
AI-driven search engines like Google’s summaries where AI determines what is shown, Perplexity, and others are prioritising content that’s genuinely helpful, engaging, and tailored to what people actually want. This means your website can no longer just exist. It has to work for its audience.
Perplexity AI’s growth in early 2024 highlights the rapid adoption of AI search as a genuine alternative to Google and Bing. Monthly active users jumped 50% from 10 million in January to 15 million by May. Website traffic grew from 52.4 million visits in February to 67.42 million by May, while monthly search queries skyrocketed by 500% compared to 2023 averages. With engaged users spending over 23 minutes per session and annual recurring revenue climbing sharply, Perplexity’s rise shows AI-powered search is already reshaping how people find information online.
Websites relying on outdated website optimisation tactics or assuming their online presence is “good enough” are in for a rude awakening. AI isn’t just changing how content is discovered; it’s determining whether your content gets seen at all.
Adapt or Get Left Behind – Ouch
Let’s be clear, this is not a fad. It ain’t going to bugger off one day. AI is not a shiny extra for businesses to “consider.” It’s already shaking up search engines, customer behaviour, and the way content needs to be created. And it’s going to affect everyone. Ignoring it won’t make it go away.
Some business owners are clinging to outdated habits – they don’t want to adapt because it feels daunting or because they’ve convinced themselves it’s unnecessary. But refusing to embrace AI tools like ChatGPT to improve their content or strategies is like running a marathon in wellies. You might get there eventually – if you’re stubborn, but the rest of the pack will have finished long before you.
Here’s the reality: if you don’t adapt, you’ll be invisible online. And in today’s world, invisibility means irrelevance. Invisible means less website traffic, less brand awareness, less customers, less revenue.
What Does This Mean for Website Owners?
- AI Search Is Here: It’s rolling out in the US, and it’s coming to the UK very soon. Search engines are getting smarter now, digging deeper into content and prioritising quality over quantity.
- Content Has to Be Reader-Centric: Forget keyword stuffing and vague, self-centred waffle. Your content needs to be useful, engaging, and focused on answering your audience’s questions.
- The Free Ride Is Over: Websites won’t rank just because they exist. AI-driven search is about creating value, not gaming the system.
The Choice Is Yours
You can either adapt to this shift or be left behind. That’s not scare-mongering. There is no middle ground. Businesses that embrace these changes will thrive. Those that stick to outdated methods or refuse to evolve will disappear into obscurity like a 90s GeoCities website.
What frustrates me most is the resistance. I live and breathe this stuff every day, and it’s obvious where we’re heading. But too many people still see AI as a passing trend or something that doesn’t “fit” with their business. This is often the same people who write their website to impress themselves and they mates while forgetting it’s not them that it’s there for.
Newsflash: it doesn’t matter whether you like AI – it’s already here, and it’s changing the rules of the game.
Oh, and here’s a bit more truth: It drives me crazy sometimes. I am extremely cautious about it. Worried even. But I sure as heck won’t deny it or deny its impact.
This isn’t about jumping on a bandwagon. It’s about survival. So, the question is, are you going to evolve with the times, or will you let your business fall by the wayside?
It’s time to wake up. The free ride is over. The future is here. What are you going to do about it?
The bit for the page skimmers…
What is AI search, and why is it important?
AI search uses artificial intelligence to deliver more relevant, context-aware search results. It’s important because it prioritises user intent and provides direct, meaningful answers, making it a game-changer for how content is discovered online.
How is AI search different from traditional search engines?
Unlike traditional search engines that rely heavily on keywords, AI search engines understand context and intent. They provide smarter, more tailored results, often bypassing outdated SEO tactics like keyword stuffing.
Why is Perplexity AI being seen as a serious competitor to Google and Bing?
Perplexity AI is growing rapidly, with significant increases in users, traffic, and queries. Its focus on high engagement and context-aware results positions it as a powerful alternative to traditional search platforms.
How will AI search impact website owners?
Website owners will need to shift their focus to creating genuinely helpful, high-quality content. AI search prioritises content that answers user questions directly and adds value, so outdated SEO tricks won’t work anymore.
What should businesses do to prepare for AI search?
Businesses should review their website content, focusing on user-centric strategies. They need to ensure their content is relevant, engaging, and provides clear, credible answers to the questions their audience is asking.
Is AI search already being used?
Yes, AI search is already rolling out in platforms like Google’s Search Generative Experience and Perplexity AI. It’s not a future concept – it’s happening now, and its influence is growing rapidly.
How does AI search affect SEO?
AI search changes SEO by prioritising context and user intent over keywords and backlinks. It means SEO strategies must evolve to focus on creating value-driven, engaging content that aligns with the user’s needs.
