How AI Search is Revolutionizing Customer Discovery: What Every Business Needs to Know 

How AI Search is Revolutionizing Customer Discovery: What Every Business Needs to Know 

That phone call where a customer says "ChatGPT sent me!" is no longer a novelty —it's becoming the new normal. If your business hasn't started optimizing for AI-driven search, you're already behind the curve. 

The AI Search Revolution is Here 

The numbers speak for themselves. ChatGPT now has nearly 800 million weekly active users worldwide as of July 2025, a massive surge in just a few months. With ChatGPT commanding roughly 70% of the global AI search market, it's clear that AI-powered search Isn't a passing trend. Adoption is expected to climb even higher, especially with the release of a new web browser.  

Here’s what sets AI search apart from traditional search engines: It doesn’t just serve up links—it delivers direct answers. When someone asks, "What's the best auto repair shop near me?" or "How do I choose a senior living facility?," AI systems aim to give comprehensive responses, rather than leaving users to sift through dozens of results. 

Is AI Search Already Bringing You Customers? 

You might be getting more AI-driven traffic than you think. The simpliest way to find out? Start by asking your customers. But for a deeper look, your analytics can tell the full story. Google Analytics 4 Check: 

 Go to Acquisition > Traffic acquisition > Session source and look for referrals from platforms like ChatGPT, Perplexity, and Claude. You can also learn how to create a Looker dashboard easily to monitor AI sources. 

Try New Tools: Specialized platforms like Gumshoe.ai (free trial available) can help you see how AI systems may reference your brand and surface it in search results. 

Test Drive AI Search Yourself: Step into your customer's shoes. Ask ChatGPT or other AI tools questions like:  

• "Who are the best plumbing companies in [your city]?"  

• "Recommend a good electrician near me."  

Pay attention to what shows up – and whether your business is included in the results. 

How AI Search Differs from Traditional Search 

Traditional search engines like Google send users to websites. AI search tools such as ChatGPT, Claude, and Perplexity go further: they deliver direct answers.  

Here’s what that looks like in practice: 

• Direct recommendations: Instead of "Here are 10 websites about plumbers," an AI search tool might say "For emergency plumbing in Denver, ABC Plumbing has excellent reviews and 24/7 service." 

• Conversational follow-ups: Users can ask "What about their pricing?" or "Are they licensed?" All within the same conversation. 

• Synthesized information: AI aggregates data, often including website links and phone numbers, into one clear response.  

Why Some “ChatGPT Sent Me” Calls Aren't Showing Up in Your Reports 

Here's the frustrating truth: your call tracking platform likely isn't capturing every AI-driven lead. That gap can create a significant blind spot in your marketing attribution. 

What Your Call Tracking Platform Can Catch 

Call tracking can still work with AI-driven discovery—depending on how the customer gets to you. If someone clicks a link from ChatGPT or another LLM and then calls your business, the call may be tracked, if your platform is configured correctly.  For example: 

• Calls from your website 
  If the AI tool links to your website and a visitor calls a dynamic tracking number on the page, the call will be logged—typically under a general source like “Direct,” “Organic,” or a referring site, depending on your tracking setup. 

• Calls from third-party listings 
  If AI tools surface your Yelp listing and the listing displays a tracking number, those calls will be attributed to that platform (e.g., Yelp) in your reports. 

• Calls from campaign-specific landing pages 
  If an AI tool points a user to a landing page from a paid campaign and that page has a dedicated tracking number, the call will be tied to the campaign as expected. 

What Falls Through the Cracks 

Even with proper call tracking in place, some AI-driven calls may slip by:  

• Calls to your main business number 
  If an AI tool displays your direct (non-tracking) number, the call won't be attributed to a specific source. 

• Calls initiated by voice assistants 
  For example: “Hey Siri, call the dentist ChatGPT recommended.” These calls go directly to the number stored in the contact database—not a trackable line. 

• Manual dialing after copying a number from an AI result 
  If someone copies and pastes your main number from a ChatGPT answer and dials it manually, tracking won’t register the true source. 

AI Search Across Industries 

AI-driven searches are still a small percentage of total internet searches, but adoption is accelerating. Some industries are already seeing significantly higher rates of consumer adoption than others.  

Source: SEOClarity research (April 2025) 

Even if your industry isn’t at the top yet, AI search is expanding fast—and early movers will have an advantage. 

While the optimization strategies below are likely to work across all industries, we've also created the following targeted guides for some sectors that highlight unique industry nuances: 

• Healthcare:  "I Found You on ChatGPT" – How AI Search Is Reshaping the Patient Journey in Healthcare 

• Senior Living: "ChatGPT Suggested Your Facility for My Mom" – The New Era of AI-Powered Senior Care Research 

• Home Services: "ChatGPT Recommended You Guys" – Why AI Search Results Are the New Word-of-Mouth for Home Services 

• Auto Services: "I Let ChatGPT Choose My Auto Shop" – The Growing Influence of AI on Vehicle Service Decisions 

• Auto Dealers: ChatGPT's New Role as Car Buying Advisor: How AI is Transforming Dealership Marketing 

6 Strategies for AI Search Optimization 

1. Create Content That Answers Real Questions 

AI systems may favor clear, detailed content that directly addresses what people are asking.  

Consider experimenting with structuring your content around: 

• "How to..." guides 

• "What causes..." explanations 

• "When should you..." decision frameworks 

• "Why does..." problem-solving content 

Focus on the phrases your customers actually use, then create content around those topics: 

• Auto Services: "Why is my check engine light on? 6 common causes" 

• Healthcare: "What does a suspicious mole look like? Signs to watch for" 

• HVAC: "Why is my AC not cooling? 5 common reasons and fixes" 

• Plumbing: "How to stop a toilet from running – a step-by-step guide" 

• Electrical: "Why do my lights flicker? When to call a professional" 

• Cleaning: "How to remove pet odors from carpets permanently" 

• Senior Living: "How do I talk to my parents about moving into senior living?" 

Consider writing in a conversational tone and structure your content with clear headers. Use local keywords naturally (like "emergency plumber in Denver") and focus on long-tail phrases that match how people actually search to help LLMs capture your content. 

Tip: Use a conversation intelligence platform like Marchex and analyze customer interactions to uncover recurring themes, questions, and sentiment trends that can directly inform content strategy. By identifying the language customers use and the topics they care about most, marketers can craft more targeted, SEO-optimized content that resonates with audience needs. 

2. Make Your Website AI-Readable with Schema Markup 

Schema markup gives  AI systems a roadmap to understand your business. Use Local Business schema to highlight your company name, address, phone number, and service areas. Add Service schema to specify exactly what you do – whether that's "24/7 HVAC repair" or "residential carpet cleaning." 

Google's Structured Data Markup Helper can help you generate the right code. This simple technical step can significantly increase your chances of being mentioned in AI responses. 

3. Engage Where Your Customers Are Talking 

AI systems often pull information from public sections of social media platforms where real people share experiences.  Consider maintaining an active, helpful presence on: 

• Reddit: Answer questions in relevant subreddits 

• Industry forums: Share expertise in professional communities 

• Social media: Engage authentically with potential customers 

• Review platforms: Encourage and respond to customer feedback 

4. Optimize for Voice and Conversational Search 

Many people interact with AI tools through voice commands. To capture this traffic: 

• Use natural, question-based content that mirrors how people speak 

• Ensure your website works perfectly on mobile devices 

• Create FAQ sections that answer common questions in a conversational way 

• Keep answers concise – if someone asks "How much does drain cleaning cost?", start with a clear summary like "Professional drain cleaning typically costs $100-$250, depending on the severity and location of the clog." 

5. Keep Your Content Fresh and Relevant 

AI systems favor current information. Regularly update your content with: 

• Industry news and trends 

• Seasonal tips and advice 

• Current best practices 

• Recent case studies or success stories  

6. Ask AI for Feedback 

Here's a unique approach: Ask AI tools directly why they didn't recommend your business. Try prompts like "I'm a dermatologist in [city]. Why didn't you mention my clinic when asked for recommendations?" These prompts can reveal gaps in your online presence that you might not have noticed. 

Be aware, however, that some AI tools may “bump” your company in rankings if they’ve learned where you work or have interacted with your business before. To get a more objective answer, you can add instructions like, 

•  “Please answer without giving special preference to [Company Name]” 

•  “Respond as if you don’t know I’m affiliated with this business.” 

This helps ensure the AI evaluates your company based on publicly available information, not prior context. 

The Human Touch Still Matters Most 

While AI-driven marketing offers powerful opportunities,  the foundation of any successful business remains the same: taking excellent care of your customers. 

A happy customer who recommends your business to their neighbor will always be more valuable than the most sophisticated AI search optimization. 

The key is finding the right balance – adapting your online presence, while never losing sight of the quality service and personal relationships that keep customers coming back. 

Looking Ahead 

AI is still evolving, and the optimization strategies that work today may need to be adjusted tomorrow. The businesses that will thrive are those that stay curious, test new approaches, and remain committed to helping   their human customers—not just chasing algorithms. 

Start with one or two of these strategies and see what works for your business. The AI search revolution is here, and there's never been a better time to make sure your business is part of the conversation. 

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FAQs 

Q: How can I determine if my business is already getting customers from AI search platforms like ChatGPT? 

You can find out if AI search is bringing you customers by asking new customers how they discovered your business. You can also check your website's analytics. In Google Analytics 4, navigate to "Acquisition," then "Traffic acquisition," and look at the "Session source" report for referrals from AI platforms such as ChatGPT, Perplexity, and Claude. You might also consider using specialized tools like Gumshoe.ai to see how AI systems are mentioning your brand.  

Q:  Why are customers telling us “ChatGPT sent me,” yet those calls show up under other sources in our call tracking reports? 

Your call tracking platform may not be capturing all AI-driven leads, which can create a blind spot in your marketing attribution. This happens when a customer finds your business through an AI tool but then calls your phone number directly.  

Q: What is the main difference between traditional search engines and new AI search tools? 

Traditional search engines, like Google, provide users with direct links to websites. In contrast, AI tools such as ChatGPT, Claude, and Perplexity aim to provide direct, comprehensive answers to questions. Instead of just showing links, they synthesize information from multiple sources to give specific answers and allow for conversational follow-up questions.  

Q: What are the key strategies to optimize my business website for AI search? 

To optimize your website for AI search, you should focus on several key areas: 

• Create Question-Based Content: Develop detailed content that directly answers the questions your customers are asking, such as "how-to" guides and "why is..." explanations.  

• Use Schema Markup: Implement Local Business and Service schema to help AI systems understand your business's name, address, phone number, and specific services.  

• Optimize for Voice Search: Use natural, conversational language and ensure your site is mobile-friendly to capture voice search traffic.  

• Keep Content Fresh: Regularly update your website with current information, such as industry news, seasonal tips, and recent case studies.  

Q: Can you provide specific examples of content that performs well with AI search tools? 

Content that directly answers common customer questions is highly effective. Examples for various industries include: 

• Auto Services: "Why is my check engine light on? 6 common causes"  

• Healthcare: "What does a suspicious mole look like? Signs to watch for"  

• HVAC: "Why is my AC not cooling? 5 common reasons and fixes"  

• Plumbing: "How to stop a toilet from running - a step-by-step guide"  

• Senior Living: "How do I talk to my parents about moving into senior living?"  

Q: Beyond my company's website, where else should my business be active to improve its ranking in AI search results? 

AI systems often gather information from platforms where people have authentic conversations. To improve your visibility, you should maintain an active and helpful presence on: 

• Reddit and industry forums by answering questions and sharing your expertise.  

• Social media by engaging with potential customers.  

• Review platforms by encouraging and responding to customer feedback.  

Q: How can I optimize my business to be found through voice search? 

To capture traffic from voice searches, you should: 

• Use natural, question-based language in your content that reflects how people actually speak.  

• Ensure your website is fully optimized for mobile devices.  

• Create FAQ sections that provide conversational answers to common questions.  

• Keep answers concise. For example, when asked about pricing, start with a clear summary.  

Q: Can I use AI to get feedback on why my business isn't being recommended? 

Yes, you can directly ask an AI tool why it didn't recommend your business for a relevant query. For example, you could use a prompt like, "I'm a dermatologist in [city]. Why didn't you mention my clinic when asked for recommendations?" The AI's response can help you identify gaps in your online presence. To get a more objective answer, you can instruct the AI to respond without giving your company special preference or to answer as if it doesn't know you are affiliated with the business. 

AI Starts the Conversation. Conversation Insights Help You Win the Customer.

AI search can connect people to your business when it matters most. Marchex conversational intelligence helps you understand their needs, improve every interaction, and turn more inquiries into lasting relationships. See how businesses like yours use conversation insights to win more customers — speak with a Marchex expert.