The New Rules of Discovery: How Social and AI Are Expanding the Search Landscape

For years, search engines were the go-to for everything, from restaurant recommendations to travel tips, product reviews and more. Today, however, the way people discover and engage with content is evolving rapidly.

These days the straightforward search engine approach almost seems like a throwback. Where once I would spend hours scrolling through blog posts and TripAdvisor reviews, social media and AI have comprehensively taken over.

Restaurant recommendations? I turn to TikTok. Hotel inspo? Hello Instagram. Itinerary ideas? Nothing beats Google AI summary or ChatGPT.

And I’m not alone. Millions are weaving social and AI-powered tools into their everyday search behaviour.

For brands, this shift is a game-changer. If you’re only optimising your content and communications strategy for one channel, you’ve gone AWOL where the real discovery is happening. It’s time to embrace these new search habits.

Embracing the social search era

Social search is becoming the norm. TikTok, Instagram and Pinterest have evolved into powerful search engines, especially for younger consumers. Nearly 40% of Gen Z now use TikTok or Instagram as preferred search tools.

For brands, this means optimising content for search within social platforms.

- It’s no longer enough to just 'post' content - you need to ensure it’s discoverable through captions, keywords and engagement signals like shares and saves.

- Create short-form video that’s informative and engaging. Users want quick, visually rich answers, not pages of SEO-stuffed text.

- And don’t underestimate the power of authenticity. Prioritise user-generated content and work with creators. This builds trust and helps your brand feel relatable and real.

AI Search is changing how information is found

Generative AI tools like ChatGPT are also transforming the search landscape. In fact, 37% of individuals under 40 in the UK use generative AI for at least half of their online searches. These tools deliver direct, conversational answers - no clicking through 10 links to get what you need.

Major search platforms are adapting too. Google's Search Generative Experience, for example, is reshaping how information is presented by integrating AI-generated summaries at the top of results - meeting users’ expectations for speed and relevance. So what does that mean for brands?

- Crucially, you need to make sure your content is discoverable and accurately represented by AI. Unlike traditional search engines, AI models pull from multiple sources and prioritise context over keyword density. This starts with structuring your website so that AI crawlers can efficiently access and interpret your content.

- It also includes more specific actions like registering your domain on tools and optimising for browsing and voice search.

- And remember: structure matters. AI performs better with well-organised, digestible content. Whether it’s FAQs, clear formatting, or bullet points—this will increase the chances of being correctly interpreted and surfaced by AI tools.

Future proofing your brand for the next search wave

Search is no longer confined to one platform. We’re entering a dynamic era where discoverability spans AI tools, social platforms and traditional engines - and brands that don’t adapt risk being left behind.

The key takeaway? Visibility optimisation is the new SEO. Rather than focusing solely on keyword rankings, brands must create engaging, search-friendly content that works across AI-generated answers, social media searches and Google.

As search behaviours evolve, brands that embrace Social + AI + Traditional Search will be the ones leading the conversation - not following it.