The world of search is undergoing a radical transformation. In 2025, artificial intelligence (AI) is not only powering how people search, but also how brands are discovered. Ashton Coates, a leading expert in AI-driven marketing, believes that understanding and embracing AI’s role in search and SEO is now essential for any brand aiming to stay visible and competitive.
How AI Is Changing Search
Search engines are no longer simple keyword-matching tools. Today’s platforms, from Google to emerging AI-first engines, use advanced natural language processing and machine learning to understand intent, context, and even emotion behind queries. AI-generated answers, conversational search interfaces, and voice assistants are now the norm, fundamentally altering the way users interact with information online.
Conversational and Generative Search
AI-driven search tools can generate direct, conversational answers to complex questions, often summarising information from multiple sources. This means users may never click through to a website—raising the stakes for brands to appear in featured snippets, knowledge panels, or as the cited source in AI-generated responses.
Visual and Multimodal Search
With the rise of visual search, users can now upload images or use their phone cameras to find products, places, or information. AI analyses these visuals, matches them to relevant content, and delivers instant results. Brands must now optimise not just for text, but for images, videos, and even audio.
Personalised Search Results
AI tailors search results to individual users, considering factors like location, search history, device, and even real-time context. This hyper-personalisation means that two people searching for the same thing can see entirely different results—making traditional SEO strategies less predictable and more complex.
What Does This Mean for SEO in 2025?
Content Optimisation for AI
Brands must create content that is not only keyword-rich, but also structured for AI comprehension. This includes using schema markup, clear headings, concise answers, and multimedia elements that AI can easily interpret and present.
Authority and Trustworthiness
AI search engines prioritise credible, authoritative sources. Ashton Coates advises brands to invest in building genuine expertise, trust signals, and high-quality backlinks, as well as maintaining up-to-date, accurate content.
Embracing Voice and Visual Search
Optimising for voice search means focusing on natural language, question-based content, and local information. For visual search, brands need high-quality images, descriptive alt text, and consistent branding across platforms.
Continuous Adaptation
AI-driven search algorithms evolve rapidly. Brands must monitor performance, stay informed about algorithm updates, and be ready to adapt their strategies at a moment’s notice.
Real-World Examples in 2025
- Retailers optimise product images and descriptions for visual search, making it easy for shoppers to find and buy items directly from a photo.
- Travel companies use conversational AI to answer complex travel queries and provide instant booking options within search results.
- Healthcare providers ensure their content is cited in AI-generated answers, establishing authority and driving trust with patients.
Ashton Coates’ Perspective: The Human Element in AI Search
Ashton Coates stresses that while AI is reshaping search, human creativity and authenticity remain vital. “AI can surface the best answers and content, but it’s up to brands to provide genuine value, clear communication, and a memorable experience,” Coates explains. “Success in AI-powered search means blending technical excellence with real human insight.”
Challenges and Considerations
- Loss of traditional website traffic: As more answers are delivered directly in search, brands may see fewer clicks and must find new ways to measure impact.
- Data privacy: Personalised search relies on user data, making transparency and ethical data use more important than ever.
- Keeping up with change: The pace of AI innovation in search is relentless; continuous learning and agility are essential.
The Future: Discovery Without Boundaries
AI is making search more intuitive, visual, and conversational. Brands that adapt to these changes—optimising for both humans and machines—will not only maintain visibility, but also build deeper, more meaningful connections with their audiences.
As Ashton Coates predicts, “The future of SEO is about being discoverable everywhere, in every format, and on every device. AI is opening new doors—now it’s up to brands to walk through them.”
In 2025, search is no longer just about keywords—it’s about understanding, relevance, and trust. With Ashton Coates’ guidance, brands can navigate the new digital discovery landscape and thrive in the age of AI-powered search.