What is AI search?
Search visibility, crawl and structured data
AI search is a search experience that uses AI to interpret a query and may generate a summary or answer from retrieved sources, instead of only returning a ranked list of links. In practice it still depends on retrieval, indexing and source quality. Different platforms handle links, citations, controls and reporting in different ways, so AI search is an umbrella label rather than one fixed product.
Reviewed by Jackie, Head of Learning & Development, Levellers - Last reviewed 8 June 2026
What this means
AI search is an umbrella label for search experiences that use AI to interpret a query and present an answer or summary, often alongside links. Within Google Search, AI Overviews provide an AI-generated snapshot with links, and AI Mode is a more conversational experience that handles longer, multi-part questions with deeper reasoning. Microsoft Copilot grounds its answers in the Bing index using a retrieve-then-generate approach. It is not one product category. AI search mixes retrieval and generation in different proportions depending on the tool.
Why it matters
AI search changes how a prospect first meets your brand. A user may see a summary before, or instead of, a ranked list of links, which raises the value of pages that answer questions clearly and stay current. It also changes measurement. Within Google Search Console, traffic from AI features is folded into the overall Web search reporting rather than broken out, while a separate Bing tool now reports AI citation activity in public preview, including the internal phrases a model used to retrieve content. The practical implication is that clicks alone no longer tell the whole story, so brand mentions and citations matter alongside visits.
How it works
AI search still starts with retrieval. A common method is query fan-out, where the system issues several related searches across subtopics and data sources, then brings the results together. After retrieval, the system decides how to present the answer: sometimes a classic ranked page, sometimes a generated summary or grounded answer with citations. Because the AI features in Google Search draw on the same index and eligibility rules as ordinary results, there is no separate AI markup or text file required to participate; a page simply needs to be indexed and eligible to show with a snippet.
Examples
Review core pages so the first paragraph answers a real customer question directly. Keep claims current and dated. Strengthen internal links so related pages reinforce each other. Use both Google Search Console and Bing Webmaster Tools so you see classic and AI-citation signals. Track conversions and enquiries, not just clicks, because a useful AI mention can build trust even when it does not produce an immediate visit.
Common misunderstandings
"AI search has replaced traditional search" (no, it is additive and sits on the same index). "AI search always cites sources" (it varies by platform). "Every AI search tool works the same way" (no, they differ in links, citations and controls). "One analytics report explains it all" (no, reporting is split across tools and partly aggregated). "Publishing more AI-written pages is the answer" (no, scaled content made to manipulate rankings can breach spam policy).
Risks and boundaries
AI responses can include mistakes, so accuracy and clear sourcing on your own pages matter. Being indexed does not guarantee that a page is served or featured. Terminology is used inconsistently across the market: AI search, answer engines, generative search and GEO often overlap. Measurement is immature, with AI feature traffic partly aggregated in some tools and only sampled in others, so treat single numbers with care.
What to do next
Choose five commercially important buyer questions and confirm you have indexed pages that answer each one clearly and currently. Then set up reporting in both Google Search Console and Bing Webmaster Tools so you can watch classic clicks and AI citations side by side. Review quarterly and update the pages that AI features draw on most.
Related: AEO.
Related: SEO.
Related: the difference between GEO and SEO.
Related: Google AI Overview.
Related: llms.txt.
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FAQs
Is AI search just Google AI Overviews?
No. AI Overviews are one example. AI Mode, Microsoft Copilot and other tools all count, and they behave differently.
Does AI search always use the live web?
It varies. Some tools retrieve fresh pages for each query; others lean more on stored knowledge. Many combine both.
Does AI search replace SEO?
No. The same crawling, indexing and eligibility foundations decide whether your pages can be used at all.
How do I measure AI search visibility?
Use Google Search Console, where AI feature traffic sits inside Web search reporting, alongside Bing Webmaster Tools, which reports AI citation activity in public preview.
Should I add special AI markup to my pages?
No special schema or AI text file is required to appear in the AI features within search. Standard indexing and snippet eligibility apply.
Will AI search reduce my traffic?
It can reduce clicks on some informational queries, because users get the gist on the results page. Clear, citable pages help you capture value through mentions and higher-intent visits.
Which tools should I watch first?
Start with Google AI Overviews and AI Mode given their reach, then add Microsoft Copilot, especially for business and research queries.
Can I stop AI features using my content?
You can manage crawling and snippet settings using standard controls, but these affect ordinary search too, so weigh the trade-off carefully.
Sources
Introduction to Information Retrieval (Stanford NLP Group (Manning, Raghavan, Schutze)). retrieval and ranking that underpin AI search, including web search basics and crawling.
RFC 9309: Robots Exclusion Protocol (IETF (RFC Editor)). crawl controls that also govern access for AI features in search.
Schema.org (Schema.org). structured data that helps machines understand content used in AI answers.
Gartner Predicts Search Engine Volume Will Drop 25% by 2026, Due to AI Chatbots and Other Virtual Agents (Gartner). analyst forecast on AI assistants taking share from traditional search.