How is AI changing SEARCH

In this comprehensive whitepaper, Charlie Kay, Head of SEO and DEI Lead at Artefact UK, explores the seismic shifts happening in search today – the rise of AI Search platforms like Google’s AI Mode, AI Overviews, ChatGPT, Perplexity, and Bing’s Copilot is transforming how users find, consume, and interact with information.

The whitepaper charts the evolution of search from the early days of ‘keyword matching’ to today’s conversational, agentic, and reasoning-led experiences. It explains how AI Overviews and AI Mode actually work, the impact of Large Language Models (LLMs), and why retrieval-based systems still rely heavily on traditional search rankings.

You’ll gain:

• A detailed timeline of key AI and search developments
• Real-world adoption data across industries, platforms, and demographics
• Tons of data on AI search traffic, usage and referral sources
• Practical, actionable strategies for optimising content, structured data, UX, and measurement frameworks for the AI-powered search ecosystem
• Insights into platform-specific differences and how to tailor strategies for ChatGPT, Gemini, Perplexity, and beyond
• Guidance on evolving KPIs and tracking influence, citations, and visibility in zero-click environments

Whether you’re an SEO specialist, digital marketer, or brand strategist, this whitepaper will help you navigate the future of search and prepare for what’s next.