How AI is changing web browsing?
Although the development of the web and the development of Google search didn’t fully overlap, most would agree that online search and Google go hand in hand. Whenever we wanted to check information about a service, research a product, or find an answer to a question, we opened Google and typed in a few relevant keywords. Google then provided us with a list of results, and we clicked on the one that seemed most suitable.
In recent months, however, this behavior has been quietly shifting, albeit steadily. Increasingly, users are utilizing AI tools such as ChatGPT, Gemini, or Perplexity. Additionally, Google often provides AI summaries directly on the search results page itself. While this is extremely convenient for readers and information seekers, it also means less website traffic for businesses – and fewer opportunities for conversions. Or does it?
Regardless of which tool people turn to when searching for information online, one thing is clear: a new era of search is here, and it requires businesses to adopt a different approach to website optimization.
How does the modern user search?
Generative AI has become widely accessible over the past year, opening up new ways of retrieving information. Today, users don’t just want a list of websites where they might find an answer. They want clear, direct, and as personalized as possible answers – instantly. Without wasting time browsing through results, manually comparing information, or scanning forums.
Let’s illustrate with a practical example. In the past, if we wanted to find a gym for functional training, we would likely search Google using keywords like “fitness functional training Ljubljana” and then choose from the listed results. Today, however, the process looks different. A user might instead ask ChatGPT or Gemini: “Which gym in Ljubljana has the most equipment for functional training?” In just a few seconds, they get a summarized answer. No clicking, no ads, no forum searching – and no Google.
One of the key reasons for this shift is simplicity. Conversations with AI are more natural, less technical, and most importantly, they require far less effort from the user. There’s no need to worry about which keywords to use, since AI understands context and meaning. In addition, these tools are not yet saturated with ads or sponsored results, meaning the answers often feel more neutral – a quality that users highly value.
What does this mean for businesses?
This shift poses a new challenge for companies. In a world where users no longer click through to websites but instead get answers directly in AI summaries, the question arises: how can businesses still reach potential customers?
While traditional SEO strategies based on Google rankings remain essential, they are no longer enough on their own. For AI tools to include a website in their responses, the content must be in-depth, expert-driven, trustworthy, and relevant. Even more importantly, it must be written with the user’s real questions in mind – not just for ranking in a search engine.
We’ve already observed this shift with our clients: many are reporting a drop in organic Google traffic, while at the same time discovering that their customers are “finding” them through AI tool conversations. This is a quiet but very real change in user behavior happening right before our eyes.
Here’s a comparison of traditional Google queries versus modern AI-style queries:
| Traditional Google Search | In an AI Tool (e.g. ChatGPT) |
|---|---|
| “best dentist Ljubljana” | “Recommend a good dentist in Ljubljana with great reviews.” |
| “SEO agency Slovenia” | “Which agency in Slovenia offers good SEO for medium-sized businesses?” |
| “birthday gift ideas partner” | “Can you suggest a unique gift idea for a partner who loves traveling?” |
The difference is clear: search is becoming more like a natural conversation – more personal and more solution-oriented. Users are no longer searching for “keywords” but rather for solutions, recommendations, and answers.
Expanding business visibility beyond Google
For businesses, this means they must broaden their online presence beyond Google. Of course, it’s still essential to publish relevant content on Google, since AI tools also source data from it. But equally important is to focus on other platforms that AI frequently draws from.
Generally, website content should aim to answer the types of questions people actually ask. It must be professional, clear, and trustworthy. Authentic blogs, guides, FAQs, case studies, and similar formats are particularly valuable, as AI tools recognize them as useful and credible sources worth summarizing.
At the same time, companies should start thinking more broadly: having a presence on platforms like Reddit, Quora, or Medium – where AI often pulls additional information – is becoming strategically important. Building authority outside of your own website is becoming increasingly crucial for visibility in the AI ecosystem.
A natural evolution in digital behavior
While this change may feel sudden to many business owners, it’s actually the natural next step in the evolution of digital behavior. Just as we once transitioned from print ads to online banners and later to social media, we are now entering the era of AI-powered search.
Businesses that adapt to this shift in time will stand out – not only in search results but also in the minds of users.