Search behaviour is changing rapidly. Where users once scanned a list of links, they now receive direct answers from tools like ChatGPT and Google’s AI Overview. These summaries influence decisions before users reach your website.
Businesses that fail to adjust to this shift are missing out on high-intent leads.
How Buyer Behaviour Is Changing
Buyers today are using AI tools as their first point of research. They are more likely to:
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Ask full questions and expect complete answers
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Trust summarised responses over individual websites
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Shortlist providers before visiting company sites
This means that if your business is not included in the AI response, you may never be considered.
The Role of ChatGPT in Buyer Research
ChatGPT is increasingly used for business decision-making. Buyers use it to:
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Understand product categories
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Compare providers
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Build shortlists quickly and confidently
If your brand is not mentioned in these AI-driven results, your visibility is already compromised before the sales process begins.
How Google AI Overview Filters Choices
Google’s AI Overview collects and summarises information from multiple sources. These summaries sit above standard search results and directly influence user choice.
What matters here is:
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Inclusion in the AI Overview delivers instant authority
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Users often act on AI summaries without reviewing organic listings
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Traditional rankings no longer guarantee attention
Businesses must now compete for position in the summary, not just on the page.
What Marketers Need to Do
To remain visible and relevant to AI-assisted buyers, marketers must rethink their approach to SEO and content. This includes:
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Writing content that answers clear questions with factual, specific information
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Structuring pages for clarity using subheadings, bullet points and simple language
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Building authority through expertise, references and data
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Monitoring where your brand appears in AI tools
This is not just about traffic. It is about being present when decisions are made.
Three Actions to Respond to Changing Buyer Behaviour
To adapt your marketing for the way buyers now use AI, focus on:
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Positioning answers clearly – Structure content around user questions
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Improving AI visibility – Check your brand presence in AI Overview and ChatGPT
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Building trust signals – Use third-party data, case studies and expert input
These steps help AI systems select your content as a trusted source.
Conclusion
Buyers are relying on AI platforms like ChatGPT and Google’s AI Overview to make faster, more informed choices. This changes how and where decisions begin.
Your marketing must adapt to remain part of that process. At ExtraDigital, we help businesses align their SEO and content strategy with AI search behaviour.
If your enquiries are slowing or your visibility has dropped, this change in buyer behaviour may be the reason.
Contact us to review your current performance in AI search and find out how to improve it.
