The way we find information is fundamentally changing. Traditional search engines, once the primary gatekeepers of the internet, are being bypassed by AI-powered search engines like ChatGPT, Gemini, and Perplexity.
According to recent research from McKinsey & Company, AI-powered search is becoming the "new front door to the internet." This isn't just a technical shift; it's an economic one. By 2028, AI-mediated search is projected to influence an astounding $750 billion in retail revenue in the US alone.
The $750 Billion Shift
Companies failing to adapt to this new landscape risk a substantial decline of 20 to 50 percent in search-driven traffic and sales as consumers migrate their purchasing journeys to AI interfaces.
Top Industries in AI Search (2026 Outlook)
Our analysis of McKinsey's survey data reveals that consumer electronics and appliances are leading the adoption curve, with over half of consumers using AI search to inform their purchases.
Highest adoption with 55% of consumers using AI search for purchases.
48% of shoppers use AI to discover new products and plan meals.
47% adoption for trip planning, booking, and local discovery.
46% of users seek health advice and product recommendations.
43% of fashion shoppers utilize AI for style advice and fit.
41% adoption for skincare routines and brand discovery.
41% of users research financial products and services via AI.
The Anatomy of an AI Search Purchase
Unlike traditional search, which often results in a list of links, AI search provides synthesized answers. Users are moving from "searching" to "conversing." This allows for much deeper, more nuanced product research.
The following examples are sourced directly from AISO's proprietary panel data—a collection of over 5 million willingly shared, real-world AI search conversations. This dataset provides a transparent, non-scraped look into the intent and behavior of modern consumers.
What is the best shoe for running a marathon?
For high-performance marathon running, the Nike Air Zoom Pegasus 37 and Pegasus 38 are top-tier choices known for their durability and responsiveness. Other strong contenders frequently cited include the Adidas Adizero Adios Pro and the Brooks Adrenaline GTS, depending on your preferred level of support...
I'm planning a honeymoon trip. Which hotels in Paris offer honeymoon packages and romantic amenities?
Paris offers several world-class options for romantic stays. Platforms like Booking.com and Expedia frequently highlight 'The George Hotel' for its boutique charm and specialized honeymoon packages. Other highly-rated romantic options include the Hotel Plaza Athénée and Le Meurice, which offer personalized amenities for couples...
Best credit cards for travel rewards in 2024 with a high welcome bonus.
For 2024, the top-rated travel rewards cards include the Chase Sapphire Preferred, which currently offers a substantial welcome bonus of 60,000 points. The Capital One Venture X is also a strong competitor, providing premium lounge access and a 75,000-point bonus after meeting spend requirements...
How Brands Can Prepare for 2026
The transition from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) is no longer optional. McKinsey highlights that brands' own channels currently contribute only 5-10% of the sources AI search results draw from.
- Focus on High-Signal Content: AI models prioritize structured, authoritative, and data-rich content. Ensure your technical specs and product benefits are clearly documented.
- Influence the Ecosystem: Since AI draws from third-party reviews and community discussions (Reddit, YouTube, specialized forums), your reputation management must extend far beyond your own domain.
- Implement Advanced Schema: Use rich schema markup (JSON-LD) to help LLMs understand the relationship between your products, their features, and their price points.
- Prepare for Agentic AI: In 2026, we'll see the rise of "AI Agents" capable of performing multi-step tasks, including making purchases. Brands need API-ready architectures to facilitate these transactions.
Is Your Brand Ready for the New Front Door?
At Aiso, we specialize in tracking brand visibility across AI search engines. We help you understand how ChatGPT, Gemini, and Claude view your products and how to optimize for better placement.
Sources: McKinsey & Company, "The new front door to the internet: AI and the future of search" (2025). McKinsey AI Discovery Survey (August 2025). Vertex AI Search Grounding API.