From ChatGPT to Google’s AI Overviews and Claude, artificial intelligence is transforming how Americans search, research, and shop, prompting advertisers to rethink their digital strategies. 

Half of Americans are using AI chatbots, an increase of nearly 50% in just two years ago. How consumers are using them matters too, especially for marketers.

Here’s the seismic shift: four in ten users are asking AI chatbots for information, creating a new source for business leads. Instead of turning to Google or another search engine to find an HVAC company, auto repair shop, or new restaurant, a fast-growing number of consumers are asking ChatGPT or Claude for recommendations.

Artificial intelligence optimization, or AIO, isn’t replacing SEO and paid search, but it’s quickly becoming an essential addition to the digital marketing toolkit. Marketers who adopt early will have an advantage.  

To ensure they’re getting noticed in this new AI-driven ecosystem, marketers need to assess their digital marketing plans — and fast. 

So what’s a local business to do? First, don’t scrap your current digital ad plans. Instead, take a hard look at where you’re spending your time and resources, then identify opportunities to shift and strengthen your strategy and investment.  

This might sound simple, but when groundbreaking new technology emerges, some marketers hesitate. “Do I really need to do this?” is a common refrain. With AI, the answer is a resounding, “Yes!”

Across industries, AI is transforming how people uncover information and make purchasing decisions, with no signs of slowing down. In fact, 62% of consumers say they trust AI tools for brand discovery and to guide their purchasing decisions¹.  

Even a Google search looks different now. A Google query for “new tires,” returns an AI Overview with questions on the type of tire and retailer you’re interested in, followed by a list of top local tire shops. It is more conversational and advisory than a typical search engine’s list of sponsored retailers.

This type of exercise is a valuable way to build your AI understanding. Rather than resist AI, test it. Experiment with different tools to build familiarity and understanding.  The more knowledgeable marketers are, the better equipped they’ll be to make smart decisions about how and where to invest in AI.  

AI is changing how consumers move through their journey, and there’s more on the horizon. Google is experimenting with purchasing and scheduling options within its AI experience, creating an e-commerce shortcut around businesses’ websites. In other words, you could book lawncare or order a cake with one fewer click. 

Many businesses partner with an outside firm or specialist to manage their SEO and digital marketing. You probably trust that they’re staying on top of the latest AI trends. But don’t assume. Ask.  

A savvy digital marketing expert should be up to date with the latest AI tools and trends. They should be focused on testing and adding AI into your strategy.  

If they say, “You don’t need it,” or “It’s not important yet,” it’s time to find a new  partner – and fast.

Tech may be evolving, but don’t abandon your current digital tools like SEO or SEM. These efforts still help your business plant its flag in web searches.

Remember, about half of consumers are using AI tools, but that means the other half aren’t yet. You still need to reach consumers wherever they are searching, owning critical real estate. 

Paid search puts your business at the top of search results, generating web traffic, quality leads,  and increased conversions.

Similarly, SEO remains a proven, essential way to increase your visibility with consumers. 

Adding AI to your strategy means just that – add it. Incorporate AI into your marketing mix, but don’t replace proven tools just yet. 

One common denominator between search engines and AI tools: both prioritize credible information sources. Businesses with robust, up-to-date, original content on their websites and sterling reviews are most likely to stand out.  

AI tools want users to trust their results. By surfacing businesses with strong reputations and authoritative web content, AI platforms increase the likelihood of repeat customers.  

Your website is your digital front door, so check your curb appeal through a customer’s eyes.  Is your website easy to navigate? Does it offer expert information and answers to frequently asked questions? Are the photos fresh and relevant?

Reviews also help drive business your way, and AI tools look for legitimate customer feedback. Encourage your satisfied customers to share reviews, and respond to all comments, both glowing and unflattering. 

AI searches may send more customers your way, but only if you encourage them to. Stand out by offering expert, credible content, a user-friendly experience, and authentic customer feedback

Businesses still need trusted partners to help devise and execute sound marketing strategies, and the ultimate goal remains the same: higher conversions. That’s why tried-and-tested mediums like Audio, Social Media, CTV and others complement to AI search. Building brand awareness and credibility often begins at the top of the funnel.

That bottom line? AI may transform how people search for information, but trust and comprehensive digital marketing still drive decisions. By combining AI optimization (AIO) with established digital strategies, including SEO and paid search, businesses can stand out at each stage of the consumer journey.