How are people searching on AI
At Artform we pay close attention to search trends. So it’s no surprise that AI has already become a daily tool for millions of people. A recent study shows that 71.5% of people use AI-powered search engines, with varying levels of frequency.
In the past, we kept our search queries short—just a few keywords—to get accurate results. But that’s no longer the case. Since Google launched AI Overviews in May 2024, users have started asking longer, more complex questions, sometimes engaging in full-blown conversations. These AI-generated responses now appear alongside traditional Google features and reflect a broader shift: search is no longer about typing the “right” keyword—it’s about having a dialogue.
Then in June 2025, Google took it further by releasing AI Mode, a dedicated tab in Search powered by Gemini 2.5. Users can now ask multiple questions, refine their results, and receive AI-generated answers that feel more like a conversation than a traditional search.
So where does that leave you? Are these new search behaviors helping you—or leaving you behind? Learn more about how this shift is reshaping visibility at Artform and through our focused approach to SEO strategy.
How many people are using AI to search
The growth of AI-powered search isn’t just hype—it’s backed by massive usage numbers. ChatGPT sees around 122 million daily active users, with approximately 800 million engaging weekly, and handles over 1 billion queries each day
Meanwhile, Google’s AI Overviews have expanded rapidly, now appearing in over 55% of all search results and reaching 1.5 billion monthly users—a 115% increase since March 2025 (The Verge).
And AI adoption overall is strong: nearly 71% of U.S. users now report using AI tools for search, and 14% rely on them daily (Search Engine Land).
How Search Behavior Is changing
Google has reported that users who interact with AI Overviews tend to search more frequently—and in greater depth. In key markets like the U.S. and India, this has led to a 10%+ increase in the volume of longer, more specific, conversational queries (Google Blog).
This shift suggests a clear trend: users expect their search engine to understand context, not just match keywords. For businesses, this means optimizing for clarity, helpfulness, and structure—not just search terms.
What is Google’s AI Mode
AI Mode, launched in June 2025, builds on AI Overviews with an even more interactive experience. It enables multi-step search conversations, pulls from multiple modalities (text, images, links), and even introduces a “Deep Search” feature that explores topics more comprehensively than standard queries.
This is all powered by Gemini 2.5 Pro, and it’s already having a noticeable impact. AI Overviews now push standard organic results down by 42–48%, and click-through rates (CTR) have dropped by 30–35% for many sites. This means even if you’re ranking well, users might never see your link.
Traditional SEO Isn’t Enough Anymore
Search engines are now answering users’ questions before they even click a link. That’s a massive shift. Even high-ranking websites are seeing CTR drops of 30–35%, and zero-click searches account for 58% of all search results.
For businesses, this means your content needs to do more than rank—it needs to inform, clarify, and build trust directly within the search experience.
This is especially critical for small businesses and public sector or B2G marketing teams, where early-stage visibility can make or break an RFP pipeline. If your audience finds an answer without finding you, that’s a lost opportunity.
That’s why modern SEO must go hand-in-hand with a strategic marketing and research plan—one built to earn relevance, appear in AI summaries, and position your business as the trusted answer, not just a blue link.
SEO Playbook for AI Search
Strategy | What to Do | Why It Matters |
|---|---|---|
Answer Real Questions | Use FAQ-style content with structured answers | Google’s AI pulls directly from these |
Long-tail & Conversational Keywords | Write in natural language | That’s how people are searching now |
Structured Data & Schema | Add FAQ, Q&A, How-To schema markup | Helps AI understand and cite your content |
Emphasize E-E-A-T | Highlight experience, expertise, authority, and trust | These factors drive visibility in AI summaries |
Optimize for Mobile & Voice | Improve load speed, local targeting, mobile UX | 81% of AI Overview usage happens on mobile |
Track AI Appearance | Use Google Search Console and test your queries | See if your content appears in AI Overviews or AI Mode |
Is AI Taking Traffic From Your Website
Small Businesses
With the right content and SEO, smaller brands can punch above their weight. Adding FAQ sections, using real customer questions, and writing in conversational tone can significantly improve visibility.
GovCon Professionals
If your agency or government-aligned team wants to stand out during early-stage procurement research, AI search visibility is now where that process starts. Learn more about how we support government services and communication with tailored digital strategies.
Case Study / Example (Optional)
Don’t have a case study yet? You could feature a mini example of a page that began ranking in AI Overviews after adding FAQs, schema markup, or long-tail content. If you have Google Search Console screenshots or impressions data, that can work too.
Conclusion
AI search isn’t the future—it’s the new normal. If you want your website to be seen, trusted, and surfaced by search tools that summarize before they rank, your content needs to adapt.
At Artform Agency, we help brands build SEO strategies that work with AI, not against it. Whether you’re in the private sector or government space, we can help you evolve your approach, clarify your message, and ensure your audience finds what you offer—fast.
Explore our full SEO approach here:
https://artformagency.com/search-engine-optimization-seo/
