Switching to AI Browser Showed Me How Search Marketing Will Change

Many marketers are working to ensure their websites appear not only on traditional search engines but also on LLM-based AI platforms like ChatGPT, Gemini, Claude, and Perplexity.

While the motivation behind these efforts is sound, the shift won’t unfold as straightforwardly as many expect.

Why do marketers optimize for AI?

The theory behind AI search optimization is simple: people will start using platforms like ChatGPT the same way they use Google Search, driving brand value and website traffic.

AI search engine optimization (AI SEO) goes by several names that reflect this new landscape:

AEO (Answer Engine Optimization): Optimizing content to appear as direct answers in AI-generated results or voice searches.
GEO (Generative Engine Optimization): Optimizing for AI search engines that create content summaries or answers.
AISO (AI Search Optimization): Optimization strategies for AI-powered platforms, focusing on semantic relevance and user intent.
LLMO (Large Language Model Optimization): Optimizing content to be cited by large language models like ChatGPT.
AIO (Artificial Intelligence Optimization): Using AI technologies to improve search rankings and discoverability.

These terms are often used interchangeably, but they highlight different aspects of SEO in the AI era, marking a shift from keyword-based strategies to answer-based, generative, and semantic approaches.

The change won’t come from where most think

Though the logic behind emphasizing AI search seems solid, it’s flawed. We won’t suddenly see everyone using AI chat the way they use Google, especially as Google itself races to become ChatGPT before ChatGPT becomes Google Search.

But the change will come. And it will come from browsers.

AI platforms are building their own browsers

Major AI platforms have recognized that controlling the browser is key to shaping how users interact with the web and their platforms.

These initiatives represent a strategic shift. Rather than waiting for users to change their search habits, AI companies are embedding themselves directly into the browser, where users already spend their time online.

Think about it: a browser is the bridge every tech company builds to become a daily part of users’ lives. Apple has Safari. Google has Chrome. Microsoft has Edge (previously Internet Explorer). Based on history, the strategy works.

Why marketers should care

Let’s face it: as marketers, we’ve never cared much about browsers unless they limit tracking, block ads, or hinder the user experience on our website.

But AI browsers change everything. If adoption is widespread enough, they will redirect Google’s search traffic to themselves.

Here’s why: whatever function the browser performs when you type in the address bar gets the most traffic. Type a complete URL and you go straight there. Type part of one and you’re sent to a search engine. With AI browsers, partial typing triggers the AI, and you’re pulled into the AI interface and shown a compiled answer, not a list of links.

This is a learning curve for users since the difference is significant. But it might stick. If it does, browsers will funnel search traffic to AI platforms, fundamentally changing search behavior.

Testing Perplexity’s Comet browser and how it changed everything

I started using Perplexity’s Comet browser on desktop when it launched for Pro users. I use most major LLM platforms or at least utilize their models in other tools. But Perplexity was the first to offer a browser, and I’ve always liked the platform for its higher accuracy rate and useful applications in fact-based analysis, insight gathering, and research. It’s where I go “for the truth” more than other platforms.

For a long time, I’ve used the Chromium-based Brave browser, which I can recommend to anyone who uses Chrome or other Chromium-based browsers. Based on my experience, it has the same features but is faster, more secure, and offers stronger privacy, anti-tracking, and ad-blocking. Ironic for a marketer to want these, but I prefer speed, and all of those features would’ve hindered it.

Speed is also why I switched back to Brave after trying Comet’s mobile version. The mobile browser was too slow because every search kicked off an LLM prompt. But that wasn’t the case with the desktop version, so let’s get into that.

Let’s forget all the nice features that come with AI browsers. If they’re built on Chromium, you’re upgrading, like with Comet. Let’s focus on search.

The Old Search Behavior

Like many others, I use the address bar and its search engine as a shortcut rather than typing the entire URL. If I want to visit a company’s page, I type the company name—let’s say Lovable—hit enter, and get a list of Google search results to click from.

Usually, what I’m looking for is near the top. This is expected behavior. It’s also why having a search engine or AI attached to the address bar is so powerful, and why you need to make sure your brand looks good in brand searches. This is how many people navigate the internet.

The New Search Behavior

With AI browsers, you do the same thing—type a company name—but the results differ significantly. You’re presented with in-depth information about the company. The purpose isn’t to drive you to the company’s website, but to provide you with the information. If you want the list of links, you’ll have to either take extra steps through a search engine or prompt differently.

I know that it’s such a small change, and the old behavior model is just one more click away. But as every behavioral research study has shown, people go with their first choices and the path of least resistance much more often than not.

But the key difference in this new search behavior is what AI SEO has been anticipating: the information comes to you; you don’t go to it. But hey, we’re all used to it with the rise of zero-click searches anyway, right?

What the Future Looks Like

This is the lever that can significantly change search. But predicting the scale is difficult.

First, people need to adopt AI browsers, and these users will come from those already using LLMs in their daily lives. Since not everyone uses LLMs, and only a portion of those users would adopt AI browsers, the user group might remain relatively small for a long time. Then again, these browsers could become a default download like Google Chrome.

Adoption style and scale are two different things. The other is how unpredictably it will change search habits. During testing, I noticed my search behavior shifting. At the same time, I’m hesitant to say this specific approach will become the norm. We’ll have to wait and see.

But the point is that change is coming, so you’re right to prepare for it. The scale and timeline remain a mystery; we’re all still feeling our way in the dark.