AI search and prompt research reshape digital discovery

The landscape of digital discovery is shifting as businesses must now navigate both traditional keyword research and emerging prompt research. While keyword research focuses on short phrases used in search engines like Google, prompt research addresses the conversational, full-question queries directed at AI assistants such as ChatGPT and Gemini.

In industries like pet health, this shift is already impacting brand visibility. AI tools often prioritize synthesized information from reviews, expert content, and third-party coverage over a brand's own website or paid advertisements. Research suggests that AI recommendations may rely on earned and owned media for up to 90 per cent of their citations, whereas a brand's own site might only account for 5-10 per cent.

Looking forward, the rise of agentic AI—tools capable of researching, comparing, and completing purchases independently—is projected to influence approximately 30 per cent of global digital commerce transactions by 2030.