AI agents are performing searches for brands at a considerable scale, amounting to one-third of equivalent organic search. BrightEdge defines these agents as AI tools executing tasks on behalf of users. Tools like ChatGPT, Google's Gemini, Perplexity, Microsoft Copilot, and Claude exemplify this capability. The report indicates an increasing reliance on AI for decision-making and product research. However, the outcome may significantly depend on how AI prioritizes information, raising concerns about transparency and accuracy in search results.
"First, we'll be delegating more decision making and prioritization to LLMs -- similar to how Google became the main entry point to the web, but this time with multiple players like Google, ChatGPT and potentially others."
"Second, we'll gain the ability to match and research products and services at a level of detail that simply wasn't practical before. The flip side is that what you see will depend on what the AI finds and prioritizes, which will have implications for transparency, diversity of results and accuracy."
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