Discovery is starting earlier
The traditional online customer journey would often begin with a search engine query that would bring back various relevant websites for the customer to choose from to explore further. Today, many consumers are starting their journey with conversational AI tools such as ChatGPT or Claude, or utilising search engine AI-powered search experiences like AI Overviews.
Rather than typing broad keywords into a search engine (leather sandals), users are increasingly asking complex, preference-based questions (what is the best footwear to wear to a summer wedding outside on grass?). This shift changes discovery entirely.
Traditional search requires consumers to know what they want so that they can search for it. AI, however, starts with understanding what you think you might be looking for and providing you with recommendations based on the information you have given it, including context and personal preferences. As a result, awareness of a brand, product, or service is becoming more targeted, relevant, and personalised from the beginning of the search journey.
This change is creating new opportunities for businesses. For example, we are working with Taylor Bracewell, a law firm with offices in Doncaster and Sheffield, to strengthen the business’ online visibility through a combined SEO and GEO strategy. By optimising content around key legal services and client questions, and building strong technical SEO foundations to improve accessibility for users, search engines, and AI crawlers; the business has begun appearing in ChatGPT responses and AI Overviews for solicitor-related queries. This allows Taylor Bracewell to reach potential clients at the very start of their decision-making process, before they even have to visit a search results page.
From searching to asking
Consumers are moving away from browsing multiple search engine results pages and instead are using AI chatbots and overviews to solve problems directly. AI gathers information, compares sources, and presents brands, products, and services directly within a response.
For brands, this means visibility is no longer solely dependent on ranking first in traditional search. Businesses need to adapt their SEO content marketing strategies to ensure that they are discoverable within AI-generated answers themselves.
Taylor Bracewell’s appearance in ChatGPT recommendations and AI Overviews demonstrates how businesses can gain visibility beyond traditional rankings, placing their brand in front of prospective customers when they are actively seeking legal advice rather than just researching options.
The compression of the research process
AI is also reducing the time consumers spend researching. Tasks that previously required multiple searches, review comparisons, and website visits can now be condensed. An AI assistant can compare businesses, summarise reviews, highlight the pros and cons, and recommend solutions almost instantly.
This compresses the traditional awareness and consideration stages, allowing consumers to move from curiosity to being purchase-ready much faster than before.
How is AI compressing the awareness and consideration parts of the customer journey?
Previously, consumers evaluated products and services by piecing together information from multiple sources, including online reviews, forum comments, social media discussions, YouTube videos, and visits to websites.
Whilst these channels are still important in influencing purchasing decisions, AI is rapidly changing the dynamic by tailoring recommendations to individual users based on behaviour, preferences, and intent.
Instead of relying solely on keyword searches, consumers are increasingly using AI tools to:
- Research products and services
- Compare features and pricing
- Ask follow-up questions
- Realise hidden needs or potential alternatives that could work better for what they want
- Summarise reviews and general public feedback
The rise of zero-click research
AI Overviews provide users with summarised information directly from search. From this, consumers can gather key details and compare options without having to click through to a website.
The rise in ‘zero click research’ presents both challenges and opportunities for businesses. Whilst website traffic may decrease slightly as a result of this, brands that become featured in the AI Overviews can gain visibility at the exact moment a decision is being made.
How is AI redefining the transaction stage?
The purchase, or transaction, stage is no longer a separate step in the consumer journey. AI is blending discovery, evaluation, and transaction into a single experience.
Consumers can ask a question, receive a recommendation, compare options, and access purchase links all within the same interface.
AI is transforming passive browsing into immediate, personalised, and convenient buying experiences. The practical barriers that once slowed down purchasing decisions, such as extensive research and comparing sites, are being dismantled.
For brands, this means customer experience and accessibility are becoming even more important. The businesses that provide clear information, fast answers, and easy purchasing experiences are more likely to be surfaced and recommended with AI features.
Adapting your marketing strategy
AI is reshaping the flow of the customer journey. Stages are becoming compressed, and decision making is accelerated. To remain visible and competitive, businesses may need to consider developing a Generative Engine optimisation (GEO) strategy:
Optimise for conversational AI
To maximise chances of appearing in AI search results, businesses should focus on optimising their content for conversational search and AI-driven discovery, often referred to as Answer Engine Optimisation (AEO).
This means creating content that:
- Clearly answers targeted buyer questions
- Uses concise and structured language, making it easier for AI systems to summarise
- Demonstrates expertise and topical authority
Remember to continue writing content for a human audience
As AI-generated information becomes more common, authentic, human connection becomes even more valuable.
Brands that invest in authentic storytelling, empathy, community building, and meaningful customer experiences will stand out amongst the noise. Whilst AI may be accelerating information delivery, trust and brand loyalty are still built through human-centred communication.
How Hydra Creative can help your business create an AI-ready SEO strategy
As an award-winning digital marketing agency, we help brands stay visible despite the changes to how users are searching, and shifts in customer online behaviour.
Our combined expertise in AI optimisation and SEO focuses on structuring content for citation and summarisation, whilst aligning technical SEO, structured data, and topical authority with how AI systems interpret information, without compromising relevance or usefulness for human users.
As AI continues reshaping the customer journey, businesses that adapt early will be best positioned to maintain visibility and long-term growth.
Contact our team of AI SEO specialists today for an initial consultation.
