AI search, as it exists in early 2026, functions by directly answering user queries using large language models, rather than providing a list of links – essentially, it *generates* content based on its training data and real-time web access.
- Current systems include advanced natural language processing for nuanced query understanding.
- AI search now features ‘source attribution’, clearly displaying where information is derived from, addressing concerns around accuracy.
- Personalisation is key; AI search tailors responses based on user history and location, complying with Australian privacy regulations.
In 2026, while AI search platforms like Perplexity AI and Microsoft Copilot are gaining traction in Australia, Google maintains significant market share due to its established infrastructure, comprehensive indexing of the Australian web (including local businesses), and integration with services like Google Maps and Google Business Profile. Crucially, optimising for AI search requires a different strategy than traditional SEO – focusing on providing concise, factual answers to specific questions, rather than broad keyword rankings. This means content needs to be structured for ‘featured snippet’ style responses, and schema markup is more important than ever. Australian Consumer Law also demands transparency in AI-generated content, requiring businesses to clearly indicate when AI is used in customer interactions.
Navigating these technical complexities and adapting your digital strategy can be challenging. Instead of struggling with the intricacies of AI search optimisation, contact the team at ROI Growth Agency and we can take care of all this for you.
