Whether you’re doing research for work, planning a vacation, or looking for the latest coffee spot near you, you use search engines countless times a day. It’s a default behaviour. And you’re not alone. In June 2025, google.com was the most visited website in Singapore, good for around 521 million visits.
However, the way of search has evolved. From Google search to social search e.g. Instagram, TikTok and more recently, using large language models (LLMs) like ChatGPT. The usage of LLMs across APAC is reshaping how users interact and get their queries answered online. In fact, the region’s LLM market is projected to grow at 89.21% CAGR (from $416.56 million in 2023 to a staggering $94billion by 2030)! This is driven by strong AI investments and massive adoption in markets like China, Japan and South Korea. As more people swap traditional search engines for AI models, it will impact how you as a company remains visible online. In this blog, SEO Manager Jess Gutierrez tells you what you can expect from AI Search today.
The search world is changing rapidly
Google remains at the top of the list in Singapore, but the playing field is shifting worldwide. For the first time in years, Google is losing ground in online search. Its market share is declining, and that is no coincidence. More are turning to AI tools. ChatGPT, for example, is now used weekly by more than 300 million people worldwide. In Singapore, 1 in 4 people use ChatGPT weekly, which gives the country the highest proportion of paid ChatGPT subscribers on a per capita basis globally.
New AI platforms like Perplexity, Claude, You.com, Google AI Mode, TikTok, and even LinkedIn are rapidly changing how people search for and find information. Where we used to Google our questions, we are now talking directly to AI. Why? Because AI provides faster, more personal, and often more direct answers. Instead of scrolling through dozens of links, users now expect an immediate and useful answer. Searches become conversations as AI prompts you and suggests sharper answers.
What does AI Search look like?
You may have noticed, Google is increasingly showing an AI Overview at the top of the classic search results (SERP). Even before you click on a link, you get a concise and clear answer to your question.
In addition, Google also rolled out Google AI Mode in the US. This works just like ChatGPT, Perplexity or Claude, but with its own twist. You ask a question and get a clear summary in a few seconds, including a source reference. No more hassle with ten blue links that you have to plough through yourself. Just the answer you are looking for directly.
Hype or reality?
Now you might be thinking: “Isn’t this just a hype?” A fair question. Because let’s be honest: most website traffic still comes via Google. For many websites, the share of traffic from AI platforms remains below 2% for the time being. That doesn’t seem like much, and yes, Google is still at the top.
Still, the rapid rise of AI tools deserves your attention. It’s growing at a breakneck pace. It’s only a matter of time before you really feel the impact. The technology and user experience are improving every week, and new generations—Gen Z and Gen Alpha—have little patience for endless clicking and scrolling.
Related content: 5 Common Mistakes to Avoid in AI-Generated LinkedIn Posts
Conclusion
The first signs of change are already visible. AI tools are increasingly appearing in browsers, apps and operating systems. Walled gardens like Instagram are opening up their public content to be indexed by Google to appear more in AI powered search. The shift in search behaviour has begun. In short: this is not temporary hype, but the harbinger of a fundamental change in how we find information online. And those who respond to this now will be at the forefront later.
The shift to AI-driven search behaviour is changing the online visibility of companies. Traditional SEO remains important, but it will soon no longer be enough. Curious about how to ensure that your brand appears in AI answers? How to create content that not only scores in Google, but also remains relevant in an AI context? Our experts are closely following these developments.
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