How AI is Changing Search

<p>Search is changing faster than most marketers realize. </p><p>In this episode, <a href="https://willfrancis.com/" target="_blank" rel="noreferrer noopener">Will Francis</a> speaks with <a href="https://www.wix.com/seo/learn/experts/crystal-carter" target="_blank" rel="noreferrer noopener">Crystal Carter</a>, Head of AI Search and SEO Communications at Wix Studio, a role focused on helping brands understand how AI-powered search is reshaping online visibility and discovery. They discuss the rise of AI search, the growing role of AI agents, and what these changes mean for brands trying to stay visible online. </p><p>As AI-powered search transforms how people discover and engage with information, Crystal explores the emerging trends marketers should be watching closely and why some long-held assumptions about search may need to change. </p><p><strong>Crystal’s top 3 tips for marketers: </strong></p><ol><li><strong>Measure your AI visibility: </strong>track how much traffic is already coming from AI tools and monitor how it changes over time </li><li><strong>Make your website more actionable: </strong>ensure every page gives users and AI agents a clear way to take action </li><li><strong>Check how AI tools describe your brand:</strong> test prompts across multiple LLMs and look for consistency in how your business is represented </li></ol><p>The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on <a href="http://www.youtube.com/channel/UCdWKV2YlzIxeVNDzvfbvSxg">⁠YouTube⁠</a>, <a href="http://podcasts.apple.com/ie/podcast/ahead-of-the-game/id1502583392">⁠Apple Podcasts⁠</a>, <a href="http://open.spotify.com/show/6r6nCK6XALNOAiXvHoxyve">⁠Spotify⁠</a>, and all other podcast platforms. </p><p>And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, <a href="mailto:podcast@digitalmarketinginstitute.com">⁠email the podcast team⁠</a>! </p><p><br></p><p>Timestamps: </p><p>0:00:08 – What AI search means for marketers </p><p>0:00:39 – SEO, AI search, and the rise of agentic discovery </p><p>0:02:27 – Is AI search really threatening Google? </p><p>0:05:15 – How search behaviour is changing </p><p>0:07:58 – Tracking AI search visibility and traffic </p><p>0:08:23 – AI agents and the future of website discovery </p><p>0:10:06 – Why brands need deeper customer understanding </p><p>0:11:29 – Using customer questions to drive content strat