In this article:

• What is AI Search?

• Why Brands Need to Adapt

• Big Human’s AI Search Optimization Framework

• Measuring Success in AI-Driven Search

• What Success Looks Like in AI Search

AI-powered search is redefining the search experience. Ranking #1 on Google Search or traditional search engines is no longer enough. Today, your brand needs to be recognized as a trusted source that AI systems like ChatGPT, Gemini, and Perplexity pull from in real-time when they generate an AI answer to a user’s question.

At Big Human, we see this shift not as the death of SEO, but as its evolution. It’s an opportunity to build deeper authority, strengthen visibility, and create a more meaningful user experience across every discovery channel.

“AI search isn’t just another channel,” said Kelley Louise, Big Human’s Director of Marketing. “It’s a fundamental shift in how people find and trust information online. Brands that combine human-first storytelling with AI-aware optimization will define the next era.”

This article breaks down what AI search really means, why it matters, and how Big Human helps brands get ahead.

What Is AI Search?

AI search transforms how people look for (and consume) information. Instead of typing keywords into traditional search engines and scrolling through web pages, users now ask natural, conversational questions. In return, they get synthesized answers built from multiple data sources, analyzed and delivered by LLMs (large language models) and machine learning systems.

These models don’t just match keywords; they interpret intent, meaning, and context to deliver richer insights.

Two modes shape this new search capability landscape:

Answer Engine Optimization (AEO)

Optimizing content so it appears in Google’s AI-powered Overviews, featured snippets, and other AI features that deliver direct answers.

Generative Engine Optimization (GEO)

Structuring content so generative AI tools (like ChatGPT and Gemini) can accurately summarize, cite, and recombine your expertise across the web.

AI search isn’t just about being found. It’s about becoming a trusted source models rely on.

“We design content ecosystems for both humans and algorithms,” Kelley explained. “If your story isn’t structured for LLMs, it won’t show up in the conversations that matter. And if it’s not interesting for humans, your brand isn’t relevant.”

Why Brands Need to Adapt Now

If you aren’t optimizing for AI search today, you risk becoming invisible as AI-generated results take up more space across Google Search and conversational platforms.

When your content is AI-ready, it can:

• Surface in AI Overviews, ChatGPT, Perplexity, and Gemini

• Feed high-quality AI answers to conversational queries

• Increase credibility every time an AI tool cites you

• Expand reach far beyond traditional keyword ranking

We’ve seen this in action. After implementing AI search strategies for Rockefeller Center, their content began appearing in Google’s AI Overviews and top-of-page summaries: increasing visibility, authority, and downstream revenue.

“Brands adapting to AI search aren’t just chasing rankings,” Kelley said. “They’re building trust and long-term value with every answer their content helps generate.”

Big Human’s AI Search Optimization Framework

Winning in an AI-driven landscape requires a strategy that blends structure, creativity, and measurable impact. Our AI Search Optimization Framework focuses on three core outcomes:

1. Visibility

Your brand appears across AI-driven search channels and generative platforms.

2. Experience

Your content elevates the user experience, whether it’s viewed through an AI summary or on your site.

3. Trust

Your expertise is clear, consistent, and recognized across search ecosystems.

“Search is an opportunity, not a challenge,” Kelley said. “We help brands stay discoverable without losing what makes them human.”

Balancing Brand + Growth

Optimizing for AI doesn’t mean turning your content into robotic, keyword-stuffed text. Instead, we help you:

• Speak to users and AI: Structured, scannable content that still sounds like you.

• Stay consistent across platforms: Whether summarized in a chatbot or appearing in a Google snippet, your brand voice remains intact.

• Signal expertise: High-quality content tells humans (and algorithms) that you’re worth citing.

• Integrate SEO + generative AI: Content that performs across Google’s ecosystem, Perplexity, ChatGPT, Gemini, and more.

How to Optimize for AI Search

The goal is for both humans and LLMs to understand your content instantly. At a high level, we focus on:

Concise Summaries

Short, strategic page summaries that LLMs can easily interpret and surface in real-time.

Conversational FAQs

Questions written the way people speak: helping generative tools craft more accurate AI answers.

Structured Markup + Clear Hierarchy

Headings, schema, and logical layouts help AI models map meaning across web pages.

Strong Internal Linking

Reinforces your topical depth and guides AI through your ecosystem.

Technical Optimization

Fast performance, clean code, and organized URLs make your site more crawlable and more AI-friendly.

Measuring Success in an AI-Driven Search World

Because AI tools summarize, cite, and synthesize content in real time, traditional keyword metrics aren’t enough. Success requires tracking visibility, authority, engagement, and conversion.

We track:

1. Topic-Level Visibility

Are you surfacing in AI Overviews, ChatGPT answers, Gemini summaries, or Perplexity results across the topics you want to own? This tells you whether AI systems recognize your expertise.

2. Mentions vs. Citations

Mentions build awareness when AI refers to your content indirectly. Citations build authority and traffic when AI links directly to your pages. Tracking both shows the depth of your influence.

3. Engagement & Traffic From AI Tools

Monitor referral trends from ChatGPT, Perplexity, and Google’s AI-driven features. Traffic signals that people aren’t just seeing your content… they’re choosing to click and learn more.

4. Conversions Influenced by AI

AI-powered discovery often fuels downstream revenue. Track organic search conversions, referral conversions, and assisted conversions to understand how AI discovery impacts your bottom line.

The takeaway: AI search success is about visibility, authority, and influence (not just keywords).

What AI Search Success Looks Like

Success compounds over time. Here’s an overview of what we keep a close pulse on for our clients: 

Short Term (1–3 months)

• Appear in Google AI Overviews

• More featured snippets and direct answers

• Higher engagement due to clearer content

Medium Term (3–6 months)

• New traffic from AI tools and chatbots

• Expanded reach through conversational queries

• Stronger authority signals across AI ecosystems

Long Term (6–12+ months)

• Future-proof SEO performance

• Compounding expertise across topic clusters

• A recognized, trusted presence in generative search

The Future of Search Belongs to Brands Who Prepare Now

Optimizing for AI search isn’t about chasing algorithms; it’s about building experiences that connect people with the information they actually need.

At Big Human, we structure content, data, and digital systems for today’s search environment and tomorrow’s generative landscape.

Brands that adapt now won’t just keep up. They’ll lead.

If you’re ready to build a smarter, future-ready search strategy, we’d love to help. Reach out to chat.