From SEO To AIO: How AI Search Is Changing Digital Marketing.

Artificial intelligence is changing how consumers search, research and shop, giving local advertisers another digital channel to consider as they build marketing strategies.

Jenny Sutton, Head of Digital Marketing Solutions at Audacy, says the rapid adoption of tools such as ChatGPT, Google’s AI Overviews and Claude is creating a new path for consumers to discover businesses. In an Audacy Insights article, She argues that marketers should add artificial intelligence optimization, or AIO, to their digital strategies without abandoning established tools such as SEO and paid search.

Pew Research data cited by Sutton shows that about half of Americans now use AI chatbots, representing an increase of nearly 50% in two years. Four in 10 chatbot users are asking the tools for information, potentially creating a new source of leads for local businesses.

Instead of searching for an HVAC contractor, auto repair shop or restaurant through a traditional search engine, consumers increasingly can ask an AI chatbot for recommendations.

For marketers, that means visibility in AI-generated results is becoming an important consideration. Sutton says AIO should complement, rather than replace, existing search strategies, and businesses that begin adapting now could gain an advantage as the technology develops.

The first step is simply becoming familiar with how AI search works. Sutton encourages marketers to experiment with different AI platforms and search scenarios to understand how businesses appear in results.

A traditional search for something as simple as “new tires,” for example, can now produce an AI-generated overview that asks about the type of tire and preferred retailer before presenting local recommendations. The experience is more conversational and advisory than a traditional list of search results and sponsored links.

AI-powered search also is moving beyond recommendations. Google is experimenting with purchasing and scheduling functions within its AI experience, potentially allowing consumers to complete transactions such as ordering products or booking services without navigating through a business website.

That makes the technology increasingly relevant for local advertisers, but Sutton says businesses should first examine their existing digital investments before shifting resources.

Marketers also should question their digital partners about how they are addressing AI. Companies relying on agencies or other specialists for SEO and digital marketing should make sure those partners are actively testing AI tools and incorporating them into their strategies.

At the same time, Sutton cautions against abandoning paid search and SEO. While roughly half of consumers may now use AI tools, the other half still rely on traditional search, making visibility across both environments important.

Paid search can continue to generate traffic, leads and conversions, while SEO remains a key way for businesses to establish visibility in search results. The emergence of AI search represents an opportunity to expand the strategy rather than replace what already works.

Content and reputation also remain important in the AI search environment. Search engines and AI platforms both rely on credible information when determining which businesses and sources to surface.

For local businesses, that means maintaining a website with current, original and authoritative information. Frequently asked questions, useful expert content, updated photos and an easy-to-navigate website can all help establish credibility.

Customer reviews are another important piece. Sutton recommends encouraging satisfied customers to leave reviews while responding to both positive and negative feedback. Authentic customer experiences can help strengthen a business's reputation across the digital ecosystem.

Ultimately, AI is changing the way consumers move through the marketing funnel, but it does not eliminate the need for traditional brand-building and performance strategies.

Audio, social media, CTV and other established channels can help create awareness and credibility earlier in the consumer journey, while SEO, paid search and AI optimization work together to capture consumers as they move closer to a purchase.

For advertisers, the goal remains the same: turning consumer attention into action. AI may be changing how people find information, but a comprehensive digital strategy that combines emerging AI tools with proven marketing channels can help businesses remain visible throughout the consumer journey.