The search landscape has shifted dramatically, ushering in a new era where artificial intelligence (AI) dominates search queries, user behavior, and content discovery. In a recent Faria Techcast episode, Michael Buckby, an AI search expert and co-founder of Noata, shared insights on how businesses can navigate the unique challenges AI search presents. Michael draws from nearly two decades of experience at the intersection of marketing and technology, making his expertise invaluable for understanding this revolutionary shift.
In this article, we’ll explore the transformative impact of AI search on SEO, actionable strategies to improve your visibility in AI-driven search engines, and why businesses must rethink their approach to content creation and branding.
The Rise of AI Search: What’s Changing?
AI search is no longer a distant concept - it’s reshaping how users interact with search engines today. Michael notes that even traditional players like Google are fully embracing AI. For instance, Google's implementation of AI overviews and conversational search modes marks a significant shift from the familiar list-based search results of the past.
This user-driven transformation is altering how businesses are discovered online. Historically, search was about optimizing for Google’s algorithms to rank on its search results page. But now, AI systems like ChatGPT, Google Gemini, and Propacity are changing the rules by generating direct answers, often bypassing the traditional search results page entirely.
Why Does This Matter for Businesses?
AI search is less about serving a static list of links and more about providing dynamic, context-aware answers. Unlike traditional search engines, AI tools account for sentiment, reputation, and historical context, making them more human-like in their responses. This can be both an opportunity and a challenge for businesses.
For example, companies with poor reputations or negative sentiment attached to their brand could be marginalized in AI-driven search results. Michael shares the example of Wells Fargo, whose past controversies continue to influence how AI systems discuss its reputation, often advising users to reconsider using the bank.
The implications are clear: businesses need to actively manage how they appear in AI search systems, or risk being misrepresented - or worse, invisible.
How Businesses Can Stay Visible in the AI Search Era
Michael Buckby emphasized that succeeding in AI-driven search requires a blend of technical tweaks, strategic content creation, and a proactive approach to brand management. Below are seven actionable steps businesses can take to thrive in this new landscape:
1. Ensure Bots Can Access Your Website
Many sites unknowingly block AI crawlers used by services like Google’s AI mode, ChatGPT, and others. Michael advises businesses to ensure their sites allow AI bots to access their content. Some common issues include restrictive robots.txt files or firewall settings, often introduced by default configurations like those in Cloudflare.
"If you block AI bots, you're essentially cutting yourself out of the conversation," Michael warns. Ensure that both traditional and AI-specific bots (like Google Extended) can easily crawl your site.
2. Analyze Your AI Search Presence
Understanding what AI systems "think" about your brand is essential. Michael’s advice is simple: start by directly asking tools like ChatGPT or Google Gemini questions about your company. For example:
- "What does [Company Name] do?"
- "Is [Company Name] reliable?"
- "Who are [Company Name]’s competitors?"
These queries will reveal how your business is currently perceived and what gaps or inaccuracies exist.
3. Address AI Hallucinations
AI tools are not perfect - they can "hallucinate", generating incorrect information when they lack sufficient data. Michael suggests that businesses fill these gaps by providing clear and accurate information about their key offerings, certifications, history, and more.
"If AI systems misrepresent your business, it's often because they didn’t have the right input," Michael explains. Proactively supply detailed and factual content about your business to reduce inaccuracies.
4. Shift from Informational to Intent-Driven Content
Traditional SEO relied heavily on creating broad, informational content like "What is [Industry Term]." AI search, however, provides such answers directly, making this strategy less effective. Instead, businesses should focus on content that addresses specific user intent, such as:
- Comparative searches (e.g., "Best project management tools in 2025")
- Business-specific questions (e.g., "Does [Company Name] operate in Canada?")
- Bottom-of-the-funnel queries (e.g., "How to contact [Company Name] for a demo")
5. Leverage Branded, Human-Centric Content
Faceless content won’t cut it in the AI-driven landscape. Michael stresses the importance of "face content", which is branded, personal, and human. Content that reflects your brand’s unique voice and expertise is far more likely to be recognized and attributed in AI search systems.
"If your content doesn’t have a perspective or a point of view, it’s at high risk of being sucked into the AI system without any attribution to your brand," he notes.
6. Track and Adapt to Fractured Search Ecosystems
Unlike traditional search, AI search is dispersed across multiple platforms. While Google remains dominant, tools like ChatGPT and Gemini are gaining significant traction. Businesses need to track how they appear across these systems, as visibility requirements can vary. Automation tools can help streamline this process.
7. Prioritize User Empathy and Usability
Michael emphasizes the power of user feedback in refining your approach. Conduct usability tests, especially for onboarding flows, to identify sticking points. Simple tools like screen share sessions where users talk through their experience can provide invaluable insights.
Key Challenges Businesses Face
Despite the exciting opportunities, the transition to AI search comes with its share of challenges, including:
- Technical Complexity: Interacting with AI APIs at scale can be unreliable, as Michael discovered while scaling Noata.
- Misrepresentation: AI hallucinations can harm businesses if their information is incorrect or incomplete.
- Shift in User Behavior: Users are moving away from traditional search engines to rely more on conversational AI, forcing businesses to rethink their content strategies.
Key Takeaways
- AI search is here to stay: With Google and newer platforms embracing AI, businesses must adapt to remain relevant.
- Content strategy must evolve: Intent-driven, branded, and human-centric content is critical to standing out in AI systems.
- Technical accessibility is essential: Ensure your website is open to AI bots by avoiding unnecessary blocks.
- Track your AI reputation: Regularly query AI tools to understand how your company is represented.
- Fill knowledge gaps: Provide clear, accurate, and detailed content to reduce AI hallucinations about your brand.
- Use user feedback: Simple usability tests can reveal hidden issues and improve user experiences.
- Prepare for a fractured ecosystem: AI search is diversifying across platforms, creating more points of entry for users - and challenges for marketers.
The Future of SEO in an AI-Driven World
As Michael highlights, the era of AI search represents both a challenge and an opportunity for businesses. While traditional SEO strategies may not translate directly, this shift offers a chance to rethink how we engage users, deliver value, and communicate brand identity.
The key to success lies in embracing these changes, staying agile, and prioritizing user-first strategies. With AI tools rapidly evolving, businesses that adapt early will position themselves as leaders in the next phase of digital discovery.
By focusing on accurate data, intent-driven content, and a human approach, businesses can ensure their visibility and relevance in the age of AI search. As Michael eloquently puts it, "This is an exciting time for marketers - an opportunity to break free from old ruts and experiment with new approaches."
Let’s embrace the future of search. The AI revolution isn’t just coming - it’s already here.
Source: "AI Search is Rewriting the Rules of Marketing: How to Stay Visible - Michael Buckbee | EP 22" - Ezekiel Iferia, YouTube, Sep 12, 2025 - https://www.youtube.com/watch?v=EW1ONL3z5mE
Use: Embedded for reference. Brief quotes used for commentary/review.
