AI vs Traditional Search in 2025
As a Digital Marketing Agency, we get asked a lot of questions about AI. One really great question a client asked recently got us thinking… Are people favouring AI search over traditional search engines like Google, and should they switch their focus to optimise for AI search instead? Here’s what we concluded:
First of all, let’s look at how AI search results work
AI search results use artificial intelligence to understand the context and intent behind a user’s query or “prompt”. This intelligence enables AI tools to deliver more relevant results, by quickly analysing information across multiple sources and generating unique summaries. Think about if you were writing a blog or article on a certain topic - you would do your research first, looking at various sources and gathering insights and information. You would then use what you’ve found to write something in your own words. That’s essentially what AI is doing for you.
How does this differ from traditional search engines like Google?
But are people actually clicking links in AI search results?
Absolutely. In fact, we've already written a blog answering this exact question which you can
read here. But to summarise, recent reports suggest that users of tools like ChatGPT and Google Gemini are not only engaging with AI-generated summaries but also clicking on the links these tools provide. For some brands such as Viv (a period care brand) this shift in search behaviour has directly resulted in increased traffic and sales.
So, is it time to start prioritising AI search over traditional search engines?
The short answer? No. While more and more people are utilising AI tools for search, Google still owns almost 90% of the search market, so shifting focus completely wouldn’t be the right move. There’s also still a lot of apprehension around AI and the accuracy of the results it turns out, so there’s likely a long way to go before it takes over from the traditional search engine. According to recent research, the two are currently working best in tandem, rather than against each other, so it’s not about prioritising one over the other, it’s making sure you’re optimised for both.
Got it. So how do we optimise for both AI and traditional search?
I'm sold. So how do we create great content to start appearing in search results?
That’s where we come in. At Digity, we can help you understand what questions your target audience are asking, and answer them with high quality, human generated content that ticks the boxes for both traditional and AI search engines. This includes your website content, blogs/articles, and even social media - it’s all about growing your online presence in an authentic way, so you’re there to be seen when someone hits search.
Want to find out more about how we can help you stand out online with great content? Get in touch with our marketing team.
