Short answer: AI search is when someone asks an AI tool like ChatGPT, Google's AI Mode, Gemini or Perplexity a question and gets a written answer instead of a list of links. The answer often recommends specific people and businesses. If your website and online presence clearly explain who you help and why you're credible, you're far more likely to be included in those answers.

By Laurie Burrows, marketing and sales strategist. Last updated Thursday 15th October 2026.

A few years ago, if someone wanted a business coach, they'd Google it, open five tabs and spend an evening comparing websites. Now a lot of them just ask ChatGPT. It gives them three names and a reason for each, and they go from there.

That's AI search. And it's already changing who gets the enquiries.

How is AI search different from Google?

Traditional search gives you a list of links and you do the work. AI search does the work for you. It reads lots of sources, pulls out what it thinks is most useful, and writes you an answer.

Google itself now does both. Search for something and you'll often see an AI Overview at the top, with the normal results underneath. Google's AI Mode goes further and works like a conversation.

Which AI search tools matter?

• ChatGPT. The one most of your clients are using. OpenAI said it reached 1 billion weekly users in August 2026.
• Google AI Overviews and AI Mode. Built right into Google, so huge numbers of people see them without choosing to.
• Gemini. Google's AI assistant, used on its own and inside Android and Google apps.
• Perplexity. Popular with people who want answers with sources they can click.
• Claude, Copilot and Meta AI. All answering questions and making recommendations too.

You don't need a separate strategy for each one. They all look for the same things.

How does AI decide who to recommend?

Nobody outside these companies knows the exact recipe, but the patterns are clear. AI tools tend to recommend people and businesses when:

1. They clearly understand what you do. Your website and profiles say it plainly and consistently.
2. You answer the question being asked. You've got pages, blogs and FAQs that match what people ask.
3. Other sources back you up. Reviews, podcast pages, articles, directories and mentions on other sites.
4. Your information is easy to read. Clear headings, plain language, fast pages and nothing blocking AI from reading your site.

I break down exactly what to do about each of these in How to Get Your Business Recommended by ChatGPT.

Why does AI search matter for coaches and service providers?

Because the shortlist is getting shorter. When someone asks AI for a recommendation, they usually get a handful of names, not a page of results. If you're not one of them, you never get the chance to impress them.

There's also some early evidence that people who arrive from AI tools are more ready to buy. In one case study by Seer Interactive, visitors from ChatGPT converted at 15.9%, compared with 1.76% from Google organic search. That's one website, so I wouldn't treat it as a rule, but it makes sense: by the time someone clicks through from an AI answer, they've already been told you're a good fit. (source)

Is AI search replacing SEO?

Not exactly. AI tools still rely on websites and search indexes to find information, so the basics of good SEO still help you. What's changing is what "good" looks like. Clear answers, real expertise and consistent information now matter more than stuffing in keywords. I've explained the differences in AI Search vs SEO.

What should you do first?

1. Ask AI about yourself. Search your name and your niche in ChatGPT, Gemini and Perplexity and see what comes back.
2. Write one clear sentence about who you help and how, and use it everywhere.
3. Check your website against the 12 point AI search checklist.
4. Answer your clients' questions in blogs and FAQs, starting with a short, direct answer.

If you want the full system, from being found to making the sale, read The Ultimate Guide to Getting Clients With AI. And if you want the checklist and prompts in one place, grab my free guide, Get Found By AI.

Frequently asked questions

What is AI search in simple terms?

AI search is asking an AI tool a question and getting a written answer instead of a list of links. The tool reads lots of sources and summarises them, often recommending specific businesses.

What is GEO or AEO?

GEO stands for generative engine optimisation and AEO stands for answer engine optimisation. Both mean the same thing in practice: making your business easy for AI tools to understand, trust and recommend.

Do I need to pay to appear in AI search?

No. You can't pay ChatGPT to recommend you in its normal answers. You get included by having clear, trustworthy information about your business online.