🏁 ROT #21: AI Search Is Quietly Changing Everything

Justin Hubbard
Nov 4
3 min read

TL;DR: Google isn’t the gatekeeper anymore — AI search is. 800 million people now use ChatGPT monthly, and more than half of all searches end with AI answers, not website clicks.That means your business can rank #1 on Google and still lose the customer.

AI search doesn’t play by old SEO rules — it pulls info from reviews, authority sites, and public mentions, not just your website.

To stay visible:

Keep your Google Business Profile, ads, and LSAs dialed in.
Get mentioned everywhere — reviews, local blogs, Facebook groups.
Build topic-based content clusters that answer real questions.
Keep testing. AI search changes daily.

Old SEO is about ranking.AI search is about recognition — being trusted, cited, and part of the conversation. 🏁

Justin here 👋

When most people think of search, they think of Google. It’s been that way for years.

But something big is shifting right now — and hardly anyone in our space is paying attention.

It’s called AI search, and it’s rewriting how people find answers and choose what to buy.

The numbers are wild:

800 million people use ChatGPT every month to look up information and make buying decisions.
55% of searches now end with an AI-generated answer — not a list of websites.
40% of the links AI recommends don’t even rank on the first page of Google.

That means a business can hold the top Google spot and still get skipped, while another company that doesn’t even rank high can show up in the AI response — and win the customer. Madness.

So if your marketing plan still revolves around old-school SEO alone… you’re already a step behind.

Why “AI = SEO” Is a Bad Assumption

Some marketers are saying AI search is just another SEO phase. It’s not even close.

Here’s why.

1. Top-ranked sites get ignored.

In Google’s search results, the biggest players usually dominate.In AI search, that doesn’t guarantee a thing.

Search something like “Google market share.”On Google, you’ll see StatCounter and Statista at the top.But in Google’s new AI Overview? Those same sites often don’t even show up.

AI pulls information differently — and it’s not always from the top-ranked sources.

2. AI doesn’t always search live websites.

Ask ChatGPT, “What are some cool sportswear brands that don’t make me look like a barbecue dad?”It’ll list off brands like Lululemon, Nike ACG, and Adidas Y-3.

But it didn’t search for those.It pulled them from its training data — what it already knows.So even if Reebok has perfect SEO, it doesn’t matter in that moment.

3. AI leans on third-party sources.

Even when AI tools do check the web, they often favor third-party platforms like:

Google Reviews, Yelp, or TripAdvisor
Local news blogs and authority sites
Reddit and YouTube discussions

That means your online reputation — what others say about you — matters just as much as your own website.

What This Means for Local Service Businesses

If you run a boring home service company, this shift hits close to home. Think about how you shop now. You probably don’t click through five websites anymore.

You ask AI or skim the answer that’s generated for you. Your customers are doing the same thing.

If AI can’t see or reference your business, you’re invisible to the people ready to hire you.

How to Stay Visible in the Age of AI Search

Here’s what we’ve learned at adimize.com after studying this trend up close:

1. Get your foundation right.

Your Google Business Profile, PPC ads, and LSAs still matter.AI tools often pull business details directly from those sources first.

2. Get mentioned in more places.

Encourage real customer reviews.Get your name on local blogs, community sites, or Facebook groups.AI trusts public chatter more than your own claims.

3. Create topic-based content.

Don’t just write random blogs.Build clusters of useful content around key services.When we built pages around “mattress removal” — including pricing, FAQs, and disposal tips — it helped AI recognize us as the local authority.

4. Keep testing and adjusting.

AI search is evolving fast.Like paid ads, it’s something you monitor, tweak, and refine — not something you “set and forget.”

Final Thought

This isn’t a “next SEO trend.” It’s a complete shift in how people search and how businesses get found. The goal now is to be recognized — by AI systems, review platforms, and the people who talk about you online.

Because in the new search world, visibility won’t come from being on top of Google.It’ll come from being part of the conversation.

— Justin ✌️

P.S. What happens when the internet stops asking for clicks… and starts deciding for us?