Mark Osborne explains how AI answer engines are shifting search behavior. Instead of directing users to product websites, these engines now provide brand-influenced answers that surface or change buying intent. He uses microphones as an example of how search behavior has fundamentally changed.
So let's kind of illustrate that a little bit further because I think that's a really valuable sort of insight, which is in the old age, if someone searched for, you know, providers of microphones, I'll just use this as an example since it's here, they would be directed to choose from a list of websites that sold microphones. They would go to that website, but they might not actually be looking to buy a microphone. They just might have a question about it, but they would go to that website and learn about it. They might be looking to buy, and if they were, they could potentially buy it there. Today, they will go to an answer engine with that same question and get told, well, this particular brand of microphone suggests that the answer to your question is X. And so Potentially that intent, that buying intent wasn't there in the past and isn't there today.
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