As of early 2026, AI-powered search engines like Google’s Gemini and Bing AI are directly answering user queries *within* the search results page (SERP), significantly impacting traditional click-through rates (CTR) to websites. This means fewer users need to click a link to find information, as the AI provides a concise answer upfront.
- Generative Answer Boxes: Current systems include prominent AI-generated summaries at the top of SERPs, often sourced from multiple websites.
- AI-Powered Shopping: Search now features integrated shopping experiences, allowing users to purchase directly from the search results, bypassing website visits.
- Personalised Search Experiences: AI algorithms personalise results based on user history and location, meaning a ‘top’ result for one Australian user may differ greatly for another.
- Voice Search Optimisation: With increasing voice search adoption, optimising for conversational queries is crucial, as AI prioritises direct answers to spoken questions.
In 2026, Australian businesses need to adapt to this shift. The ACCC continues to monitor AI’s impact on competition, and transparency in data usage for AI training is a growing concern for Australian consumers. Maintaining high-quality, authoritative content is more important than ever, as AI relies on this to formulate its answers. However, simply *having* content isn’t enough; it needs to be structured for AI understanding using schema markup and optimised for featured snippets.
Instead of navigating these complex technical changes alone, let ROI.com.au handle the optimisation of your digital presence for the AI-driven search landscape. Contact our team today and we can take care of all this for you.
