Learn about six key AI search players (Google AI Overviews, ChatGPT search, and beyond), how they source content, and what it means for SEO.
AI-powered search is drastically changing the way people find information. For years, ranking well in Google and Microsoft Bing has been the foundation of search visibility.
But as AI-driven search gains traction, is that ranking priority shifting or staying the same?
We’re in an era of uncertainty we haven’t seen since the early days of SEO—when search engines rose and fell in a battle for relevance.
Time will tell which AI answer engine wins the game. SEO is still relevant, but AI is rewriting the rules.
What This Article Covers
- Six AI search players to watch and how they source content
- Market share and usage trends that show where search behavior is shifting
- How AI answer engines still depend on traditional search engines
- What businesses should do now to optimize for AI-driven search
AI Models and Real-Time Search
Before we move forward, a quick note on how these AI platforms generally work. AI models are trained on data available up to specific cutoff dates.
For instance, Google’s Gemini 2.0 Pro had a knowledge cutoff in August 2024, while OpenAI’s GPT-4o extended its training data up to June 2024. However, AI models can also retrieve real-time data.
This means that for recent events or emerging trends, these models rely on real-time data retrieval rather than their internal knowledge base. Their ability to provide accurate and up-to-date results depends on their ability to access and process new information from the web.
Another key factor is that AI search engines can build their own web indexes.
For example, Perplexity AI’s PerplexityBot crawls the web directly, creating its own content database rather than relying on Google’s or Bing’s indexes. However, AI search engines still rely on search engine results as well.
Website owners who want to control how AI search engines access their content can manage these crawlers in their robots.txt settings.
Now, let’s discuss how different AI search engines impact SEO today.
Google AI Overviews
AI Overviews represented a huge shift in Google Search.
Google’s AI-generated responses—powered by the Gemini AI model—are designed to provide quick but comprehensive answers by pulling information from multiple sources.
How AI Overviews Work
- Google’s Gemini 2.0 AI model powers AI Overviews, generating instant summaries for certain queries.
- AI-generated responses appear at the top of Google’s search results, often before traditional organic listings.
Market Share and Adoption
- Google still dominates the search market, holding about 87.28% of the U.S. search market.
- With billions of searches per day, AI Overviews have the potential to reshape organic search traffic and user behavior.
What This Means for SEO
- Ranking in Google still matters—AI Overviews primarily pull from the search results.
- A study by Rich Sanger and Authoritas found that 46% of AI Overview citations come from the top 10 organic search results.
- Anecdotal data suggests you need to be in the top 20 for a better chance of inclusion in AI Overviews.
- Inclusion in AI Overviews can boost clicks to the cited sources but may harm performance for those that don’t show up.
- Website owners can opt out of AI Overviews using Google-Extended without affecting their search rankings.
Takeaway
AI Overviews aren’t replacing traditional search, but they are changing how search results are consumed. Optimizing for Google Search remains the priority.
Google AI Mode
In March 2025, Google announced AI Mode, an optional feature designed to offer a more AI-driven search experience.
How AI Mode Works
- AI Mode is a separate search option where AI-generated responses are more detailed, conversational, and visually enhanced.
- It brings together Google’s search rankings, real-time sources, and AI reasoning capabilities to improve search results.
- AI Mode decides when to prioritize hyperlinks and visual content based on user intent.
What This Means for SEO
- AI Mode is built on Google’s core ranking systems and quality controls.
- The impact on click-through rates is still uncertain, but AI-powered responses are expected to be more prominent.
Takeaway
AI Mode signals an ongoing shift toward AI-dominated search results. However, ranking in traditional search remains key.
Google Gemini
Gemini is Google’s competitor to ChatGPT and other generative AI tools.
How Gemini Works
- Gemini pulls from Google search results and third-party content partners (e.g., AP) to generate responses.
- It personalizes results based on a user’s Google search history, YouTube activity, and app usage.
Market Share and Adoption
- Gemini ranks No. 3 among generative AI apps, with approximately 9 million downloads.
- The highest percentage of users are aged 25 to 34, followed by 18- to 24-year-olds.
What This Means for SEO
- Ranking in Google Search remains crucial, but optimizing for Gemini’s personalized AI-driven responses is also important.
- Click-through rates from Gemini are uncertain since it doesn’t always provide direct links.
Takeaway
Visibility in Gemini depends on strong Google rankings but also requires content tailored for AI-driven personalization.
Microsoft Bing Copilot
Bing was the first major search engine to integrate AI directly into its results with Bing Copilot.
How Bing Copilot Works
- Powered by Microsoft’s Prometheus model, which builds on OpenAI’s GPT-4.
- Generates AI summaries based on real-time Bing search results and external data sources.
Market Share and Adoption
- Bing accounts for about 7.48% of the U.S. search market.
- While smaller than Google, its AI-driven features may increase adoption.
What This Means for SEO
- Unlike Google’s AI Overviews, Bing Copilot is more likely to cite sources outside the top-ranked pages.
- Ranking in Bing’s top 20 results improves chances of inclusion in Bing Copilot summaries.
Takeaway
Bing may no longer be an afterthought in SEO strategies. Optimizing for Bing could provide new traffic opportunities.
OpenAI ChatGPT Search
ChatGPT search integrates AI-powered real-time web search into ChatGPT.
How ChatGPT Search Works
- Uses GPT-4o and retrieves data from multiple sources, including Bing and direct content partnerships.
Market Share and Adoption
- ChatGPT holds nearly 20% of the global generative AI user share.
- It has 400 million weekly active users relying on its search capabilities.
What This Means for SEO
- Since ChatGPT search relies on Bing, ranking well in Bing is essential.
- ChatGPT-generated responses can include citations, driving referral traffic.
Takeaway
ChatGPT search presents a major shift in how users access information, but it still depends on Bing rankings.
Perplexity AI
Perplexity AI is an independent, AI-powered search engine that emphasizes real-time data retrieval with citations.
How Perplexity Works
- Crawls and indexes the web independently, prioritizing high-quality sources.
- Every response includes direct source links.
Market Share and Adoption
- Perplexity has 15 million monthly active users and holds about 6% of the AI search market.
- Backed by major investors, it has seen rapid growth.
What This Means for SEO
- Perplexity favors authoritative sources, meaning content must be high-quality and well-structured.
- Despite linking to sources, referral traffic remains low.
Takeaway
Perplexity is growing in influence but still relies on traditional search engines for sourcing information.
The Future of AI Search and SEO
AI search engines are reshaping how people find information, but traditional search optimization remains essential.
Time will tell which AI search engine gains dominance, especially with ongoing legal challenges.
Key Considerations
- Research which AI search engines align with your industry and business needs.
- Continue optimizing for Google and Bing while monitoring AI search trends.
- Track referral traffic from AI-driven sources to determine their impact.
For now, SEO remains critical, but adapting to AI-powered search will be key to staying visible in the future.
