Is AI Ruining Search or Just Changing the Way We Find Things?

The way we search online is evolving quickly. More people are turning to tools like ChatGPT to get personalised product recommendations, reviews and buying advice. In response, large brands are creating more content, pushing for third-party mentions and investing heavily in paid search just to stay visible.

But here’s the reality: most people aren’t looking for the product with the biggest advertising budget. They’re searching for the most genuine, helpful and relevant answers available.

For small business owners, this shift brings both a challenge and an opportunity. It’s no longer just about stuffing in the right keywords. Today, visibility depends on being mentioned in trusted places, creating content that feels authentic and offering something meaningful beyond just a product or service.

To be found by both AI tools and real people, consider what kind of value you’re delivering that goes beyond what you’re selling. Ask yourself what specific knowledge or advice your brand is known for. Think about where else your business appears besides your own website. These factors help shape a stronger online presence that doesn’t rely solely on ads or SEO tricks. Authenticity still matters more than ever and it’s your most effective strategy for long-term visibility.

A Personal Search Experience

As a Gen S consumer, I’ve experienced this shift first-hand. While shopping for a new mattress, I started with Google. I already had an idea of the type I wanted so I began comparing brands.

Almost immediately, I was overwhelmed with rows of sponsored ads. Each one claimed to be the best: “Top rated,” “Most comfortable,” “Best sleep ever.” None of them gave me confidence in my decision. I wasn’t looking for bold claims - I wanted real feedback, comparisons and advice that felt sincere. So I ignored the ads and dug into Reddit threads, YouTube reviews and blog posts. Those sources felt more human, honest and useful. That’s when I realised something: we’re not searching for the loudest voice. We’re looking for the clearest, most trustworthy one.

Understanding the Messy Middle

What I experienced is part of a concept called the ‘Messy Middle’. I came across this idea during my apprenticeship and it’s genuinely insightful. The messy middle describes the non-linear process that consumers go through between recognising a need and making a final decision. This concept, popularised by a 2020 Google research project, found that people don’t follow a simple funnel when buying something. Instead, they move unpredictably between two main behaviours: exploration and evaluation. Exploration involves researching options, discovering new products and collecting information. Evaluation is about comparing those options, reading reviews, checking prices and assessing value.

Consumers often loop between these two stages, bouncing between tabs, revisiting sites and even starting the search process all over again.

Why the Messy Middle Matters for Small Businesses

This messy middle is where real decisions are made. The good news is that small businesses don’t need to be the biggest or loudest to compete. They just need to be present and persuasive in the right moments.

That means creating helpful content that shows up during the exploration phase such as blog posts, videos and content that appears on reputable platforms. It also means having persuasive assets available during evaluation - testimonials, clear explanations of benefits, honest reviews and transparent messaging that builds trust.

If your business isn’t visible in this messy middle, it risks being left out of the decision-making process entirely!

How Small Businesses Can Stand Out

This shift in consumer behaviour actually gives small businesses an advantage. They’re better positioned to create content that feels personal and trustworthy. They can be the voice that people rely on when they’re making sense of all the noise.

If you want to learn how to create content that’s both findable and memorable, consider joining our upcoming workshop: Creating Captivating Content. You’ll walk away with practical strategies to produce content that feels real and resonates with today’s searchers.

Mattress Made in Heaven (or ChatGPT!)

For what it’s worth, I spent nearly a month searching for my perfect mattress before heading over to ChatGPT and finally deciding on a SIMBA Hybrid mattress. It was the only one that truly checked all my boxes!

Further Reading

For a deeper dive into how AI is transforming consumer behaviour, take a look at this article from Fortune. It’s an excellent resource for understanding the broader trends at play.