The way people search online has transformed beyond recognition. Gone are the days when search was just about ranking among the top 10 blue links on Google. Today, AI-generated answers, platform-driven discovery, and natural language queries are redefining how users find information and how brands show up.
At Outreach Media, we’re not just observing this evolution, we’re helping businesses stay ahead of it. Our strategies now reflect how people truly search in 2025: through conversations, across platforms, and guided by AI systems. From smart content planning to performance campaigns that align with user behaviour, we ensure our clients are visible where it matters most.
The New Search Landscape The numbers speak for themselves:
- Google’s AI Overviews appear in 33% of searches and dominate 74% of problem-solving queries (Authoritas, Jan 2024)
- Organic click-through rates drop by over 54% when AI Overviews show up (Seer Interactive, Feb 2025)
- Large Language Models (LLMs) like ChatGPT and Perplexity are recommending brands, shaping buyer journeys before users even visit websites
- Visibility now depends on being featured in AI-generated content, not just in search rankings
Google isn’t stepping back, it’s transforming search itself. AI Mode is not a trend; it’s the new default.
Why AI Overviews Are the New Real Estate AI Overviews appear above organic results but below ads, capturing prime attention. Their reach is growing rapidly:
- 74% of informational
- 69% of navigational
- 30% of transactional queries
Being cited in an AI Overview positions your brand as trustworthy and expert, a huge win for B2B, where complex buyer questions demand authoritative answers.
Industry Impact: Who’s Getting the Most AI Coverage? AI visibility is highly sector-specific:
- Education: 71% of searches now feature AI Overviews (up from 14% in May 2024)
- Healthcare: 84% coverage (from 63%)
- B2B Tech: 57% (up from 32%)
- Insurance: 47% (from 18%)
- Travel and Entertainment surged in March 2025, with queries rising by over 500%
This is proof that AI is becoming deeply integrated into every niche, whether it’s a technical SaaS tool or your next holiday plan.
Conversational Search is the New Norm Modern search is no longer about typing in keywords. Instead, users are asking nuanced, natural language questions:
- From “CRM software” to “Which CRM tools integrate best with ERP systems in manufacturing?”
FLIP queries (Fresh, Local, Information-rich, Personalised) are especially likely to trigger AI research from systems like ChatGPT. They signal strong opportunities for your brand to appear in direct responses.
Deep Research: How AI Now Recommends Brands AI doesn’t just summarise anymore. Tools like ChatGPT’s Deep Research agents now actively recommend vendors. They digest hundreds of pages of data and create detailed responses that often include specific brand suggestions.
This shift makes it critical for brands to:
- Publish highly detailed, expert-driven content
- Ensure product pages include specs, comparisons, and value-driven insights
- Become a trusted source cited by AI platforms
How to Be Cited by AI Platforms To show up in AI responses, your content must be:
Strategic & Structured:
- Focused on real buyer questions
- Built around technical guides, FAQs, and expert analysis
- Organised with collapsible, structured sections
Technically Accessible:
- Prefer static HTML to avoid issues with JavaScript-heavy content
- Optimise for AI crawling, including using llms.txt to help LLMs understand your content
- Clear heading structure and schema markup
Authoritative:
- Gain citations from industry-recognised sources and journals
- Build content for knowledge hubs like Wikipedia or sector-specific databases
- Contribute meaningfully on forums and digital communities
Reverse Engineer What AI Wants Ask ChatGPT, Gemini, or Perplexity what brands they recommend in your category. Then analyse:
- How the recommended content is structured
- Which sources and tone are being used
- Where citations are drawn from
Then tailor your own site’s content to meet those preferences.
Reddit, Quora & Community-Led Growth Even as AI systems grow stronger, platforms like Reddit and Quora continue to influence search visibility. These communities let brands:
- Position themselves as experts
- Repurpose blogs and guides into answers
- Attract higher intent traffic through organic discussions
Users coming from community platforms often convert better, because they’re already looking for trusted recommendations. Outreach Media helps you turn this engagement into measurable ROI.
What’s Next in Search? Looking forward, here’s what brands need to prepare for:
- Google’s AI Mode will become standard across most searches
- Conversational and voice search will dominate
- Visual and video content will play a larger role in visibility
- AI agents will assist with transactions, bookings, and purchasing, automating entire tasks
Success will come to brands that focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and prioritise structured, helpful content over keyword stuffing.
What It Means for B2B Brands Search isn’t about to change. It already has. Your buyers are turning to AI tools for vendor recommendations and decision support before you even know they’re in-market.
That’s why brands must act now:
- Feed AI agents the best, most relevant information
- Build trust through quality content
- Optimise your web presence for AI-first platforms
At Outreach Media, we help brands master this new AI-powered discovery journey, ensuring your brand is the one recommended, not overlooked.Want to future-proof your B2B strategy for the AI-first search era? Let’s talk.
