I remember the first time I heard about ChatGPT. Someone mentioned it passing: “There’s this tool you could just give an instruction, and it generates content for you.” I thought, “Wait! Wait! How is that even possible?”
Since then, I’ve seen what ChatGPT and AI in general can do. Honestly, it’s been nothing short of amazing. It’s been nothing short of amazing. But what’s even more surprising is not just the technology itself; it’s how it’s changing us. It’s changing how we think, how we act, and now, how we search for things online.
Recently, I stumbled on a video and in it, the author boldly stated that People aren’t searching anymore. They’re deciding. This is true because if you think about it, we used to go to Google for everything: specs, comparisons, reviews. But now, people are skipping that step. They’re making decisions right where they consume content—in places like TikTok, YouTube, Reddit, and even Amazon.
The Shift: People Aren’t “Searching” Anymore. They’re “Deciding”
Let’s say someone’s considering buying a Samsung phone. A few years ago, they’d type “Samsung Galaxy review” into Google. Today, they’re watching someone use the phone on TikTok. They scroll through comments. They hear what actual users are saying. Then, if they’re still curious, they open ChatGPT and ask, “Is the Galaxy S24 good for photography?” Or, “What’s a good alternative to the Galaxy S24?”
They never open Google. Not even once. That’s the shift.
Even when people do use Google, the first result they see is an AI-generated summary at the top. Google’s Search now summarises everything about that topic from recommended sources and presents it to you. You no longer have to scroll through different results or websites. No more comparing ten tabs. Just read through the summary, and then make a decision.
The Data Backs It Up
And this shift? It’s measurable, because;
- Over 80% of users now complete nearly half their queries without clicking a single search result.
- AI-powered tools like ChatGPT, Perplexity, and even Google’s own AI Overviews are changing the landscape. AI summaries now appear in 13% of Google queries and are rising fast.
- On platforms like Amazon, TikTok, and Reddit, people aren’t just browsing. They’re deciding. In 2023, 50% of all product searches happen on Amazon compared to 31.5% on Google.
- Desktop search traffic to AI tools in the U.S. has doubled in one year.
But here’s the real takeaway:
AI doesn’t search. It summarises.
And what it summarises are the most trusted, most mentioned, and most relevant voices across the internet.
Visibility (Ranking On Google) Is Now Invalid
- Old way: You write a well-optimised blog post about the best budget laptops.
- New way: Someone casually mentions your laptop on Reddit. A YouTuber recommends it. ChatGPT picks it up in an answer to “best laptops under $500.”
In this new model, visibility (ranking on Google) is no longer the end goal. What matters now is validation. That’s what gets you picked up by AI.
Validation happens across the ecosystem:
- A user shares a great skincare product on TikTok.
- Others back it up in the comments.
- Reddit threads add context.
- ChatGPT recommends it when asked.
- Amazon reviews confirm the promise.
No Google search was involved.
It’s decision-driven discovery. It’s not linear. It’s not SEO-first, and it changes everything. Because even if your website never ranks, your brand can still win if it shows up where decisions are being made.
New definition of SEO — Search ‘Everywhere’ Optimisation
So no, SEO isn’t dead. It’s just evolved. It’s not about ranking anymore. It’s about relevance everywhere. This is what Neil Patel called Search Everywhere Optimisation. And honestly, that term feels right. Whether someone’s browsing Reddit, scrolling TikTok, or talking to ChatGPT, they’re not just searching but choosing.
And if your brand doesn’t show up in those moments of decision, someone else’s will. So, welcome to the new rules. The search hasn’t ended. It’s just shifted, and the winners will be the ones who understand and adapt fast.
Final Thoughts
I started this article by sharing how surprised I was by all of this. But maybe I shouldn’t have been. We’re in the era of artificial intelligence. It is an era where the decision-making process has been compressed. We are now in an era where brands can gain instant trust and receive fast feedback.
This is changing how the world works. If you want to grow today, don’t just ask,
“How do I rank?”
You need to start asking,
“Where do I show up when people decide?”
Because that’s where the future is already happening.
