AI agents are now a significant force in online search, mirroring a substantial portion of traditional organic search traffic. A report from digital marketing company BrightEdge in August 2025 indicated that AI agents account for as much as a third of the search queries directed at brands. These agents, defined by BrightEdge as any AI tool performing tasks on behalf of a user, are exemplified by tools like ChatGPT, which uses its web browsing capabilities to research information, such as identifying cost-effective bikes for teenagers riding on gravel. Other prominent AI search agents include Google’s Gemini, Perplexity, Microsoft Copilot, and Claude. The concept of agentic AI extends beyond simple chatbots. For instance, the advanced ChatGPT Agent can navigate virtual desktop environments to perform a wider array of tasks, from booking flights to ordering food, demonstrating its capability to act as a comprehensive digital assistant. BrightEdge CEO Jim Yu noted that LLMs will increasingly handle decision-making and prioritization, similar to how Google became the primary gateway to the web, but now with multiple AI players. He also highlighted the potential for AI to facilitate detailed product and service research that was previously impractical. However, this shift also brings challenges related to transparency, result diversity, and accuracy, as user visibility depends on the AI's findings and prioritization. As AI agents become more integrated into our digital lives, humans are offloading more informational synthesis to these tools, leading to faster and more efficient research and work processes. Despite these advancements, it remains crucial for users to always verify the information provided by AI tools. This evolution also empowers consumers to find products tailored to highly specific needs, moving beyond traditional reviews and comments.

Optimizing for AI

Marketers and SEO professionals are adapting to this new AI-driven search landscape. The focus is shifting from solely optimizing for Google Search rankings to a broader AI optimization strategy. Previously, a brand might have concentrated on ranking for broad keywords like "sneakers." Now, they must also aim to be recommended by AI chatbots like ChatGPT. This requires a blend of traditional SEO techniques and Generative Engine Optimization (GEO). AI systems prioritize understanding user intent deeply, necessitating that online content be optimized for AI interpretation, often involving complex variables and structured data. Jim Yu warned against "gaming the algorithm," emphasizing that high-quality results stem from genuinely useful content, not manipulation. He acknowledged the vulnerability of AI chatbots to prompt injection attacks but anticipates that AI companies will implement stronger safeguards. Yu also pointed out that AI systems have the capacity to cross-check information and apply richer quality signals than traditional search methods. Ultimately, brands should prioritize creating trustworthy, authoritative content and actively monitor their representation in AI-generated answers.

Crypto Market AI's Take

The rise of AI agents in search and task completion is a significant paradigm shift with direct implications for the cryptocurrency market. As AI becomes more adept at research and recommendation, understanding how brands and products are presented by these agents is crucial. For the crypto space, this means that not only the underlying technology and market performance but also how AI agents interpret and surface information about cryptocurrencies, exchanges, and related services will influence adoption and investment. Ensuring that AI agents can access and process accurate, up-to-date information about the volatile crypto market is paramount. Furthermore, the ability of AI agents to perform complex tasks like portfolio analysis or identifying trading opportunities could democratize sophisticated trading strategies, making them accessible to a wider audience. This aligns with our mission at AI Crypto Market to provide accessible and efficient cryptocurrency solutions powered by advanced AI.

Frequently Asked Questions (FAQ)

What are AI agents in the context of search?

AI agents, as defined by BrightEdge, are any AI tools that perform work on behalf of a user. In search, they act like sophisticated assistants that can browse the web, synthesize information, and provide answers or complete tasks based on user prompts.

How do AI agents impact brand visibility in search?

AI agents are becoming a significant channel for brand discovery. Brands need to optimize their content not only for traditional search engines but also for AI interpretation, as AI agents are increasingly relied upon for product and service recommendations.

What is Generative Engine Optimization (GEO)?

GEO is an emerging SEO strategy focused on optimizing content for AI interpretation by generative AI models. It involves ensuring content is structured, data-rich, and clearly conveys intent to be effectively understood and recommended by AI agents.

What are the potential challenges of AI agents in search?

Challenges include ensuring transparency in AI recommendations, maintaining diversity in search results, and guaranteeing accuracy. There's also the risk of AI systems being manipulated through methods like prompt injection.

How should marketers adapt to the rise of AI agents?

Marketers need to shift their focus towards AI optimization alongside traditional SEO. This involves creating high-quality, authoritative content that AI agents can easily understand and trust.

AI Agents Are Using a Third of All Search Traffic Meant Towards Brands, Report Says