The search world is changing rapidly
Google remains at the top of the list in Belgium, 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 and more people are turning to AI tools. ChatGPT, for example, is now used weekly by more than 300 million people worldwide. In Flanders, almost half (45%) will use generative AI, such as ChatGPT (OpenAI), Gemini (Google) or Copilot (Microsoft) in 2024.
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, more and more people 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. And search engines become answer engines.
What does AI Search look like?
You may have noticed: Google is now also increasingly showing an AI Overview at the top of the classic search results (SERP). Even before you click on a link, you will immediately 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.
Also read: AI mainly focuses on PR: this is how your brand surfaces on AI platforms
Conclusion
The first signs of change are already visible. AI tools are increasingly appearing in browsers, apps and operating systems. The shift in search behavior 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 behavior 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. Ready to optimize your content strategy for AI? Get in touch with our team to discover our AI optimization services.
