How Is AI Search Changing Customer Research?
This article was published on July 13, 2026
Categorized in: Social Media, AI Marketing
This Brick Marketing article will discuss the following:
👉 Optimize content across multiple channels for AI engine discoverability.
👉 Create high-quality resource libraries addressing complex buyer search questions.
👉 Maintain cross-channel brand consistency as user research habits evolve.
AI has changed the way people gather information online. Traditional search engines, company websites, online reviews, and social media are still part of the process, but now AI platforms have become another source of information. Potential customers can ask detailed questions, compare different approaches, learn about products and services, and even ask for business recommendations without following the traditional search process. Understanding this can really help you develop the best marketing strategy possible for your business.
Understand How People Use AI for Research
People can use AI platforms at different stages of the research process. Someone may begin with a broad question about a problem they are experiencing before they even know what type of product or service they need. From there, they can ask follow-up questions, learn more about their options, and eventually ask for specific recommendations.
This changes the research process because people can gather a significant amount of information before they ever visit a business’s website. By the time they find you, they may already understand the basics and have specific questions they want answered. Your marketing needs to account for the fact that potential customers may be entering the buying process with more information than they had in the past.
Create Content That Supports the Research Process
Content has always played an important role in digital marketing, and AI search gives businesses another reason to create useful information. Think about the questions potential customers have at every stage of their research. They may want to understand a problem, compare possible solutions, learn how a service works, or determine what they should look for in a provider.
Creating content around these questions can help establish your business as a useful source of information. This includes having clear service pages as well as articles and other resources that explore relevant topics in greater detail.
The goal is to create content based on what your audience genuinely needs to know. A strong library of useful information can support traditional search, AI discoverability, and the experience potential customers have when they eventually reach your website.
Build a Strong Overall Digital Presence
Being discoverable through AI platforms should not be treated as a completely separate marketing activity. The work your business is already doing across SEO, content marketing, social media, digital PR, and other channels contributes to your overall presence online.
This is why consistency matters. Your website should clearly explain what your business does and who it helps. Your content should demonstrate expertise in relevant subject areas. Your social media activity can reinforce that expertise, while mentions and coverage on other credible websites can strengthen your presence beyond your own channels.
Rather than searching for one tactic that will make your business appear in AI responses, focus on building a strong and consistent presence across the web.
Adapt Your Strategy as Research Habits Change
AI platforms are becoming another part of an already complex customer journey. A potential buyer might begin with an AI platform, move to traditional search, visit several websites, look at social media profiles, read reviews, and return to AI with additional questions.
Your marketing strategy should reflect the reality that people gather information from multiple sources before making decisions. This does not mean abandoning the marketing channels that are already working. It means understanding how AI fits into the process and making sure your business provides clear, helpful information wherever potential customers are researching.
Customer research habits will continue to evolve as AI platforms become more established. Businesses that pay attention to these changes can adapt their marketing strategies while continuing to build the strong digital presence needed to be discovered and evaluated.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has 28 years of digital marketing experience. He works directly with clients on strategy and implementation, helping solve complex marketing, lead generation, and sales challenges. He is a strategist with expertise in SEO, AI SEO (GEO) and Answer Engine Optimization (AEO), content marketing, social media, pay per click advertising, and conversion improvement. In addition to marketing consulting, he provides expert level marketing leadership, working closely with organizations to drive strategy, execution, and performance as a fractional CMO.
