AI and the Customer Journey: From Search Results to AI Answers

For years, the typical buying journey started with a simple routine: type a keyword into Google, scan a page of "10 blue links," click a few sites, and slowly piece together an answer. If you showed up near the top and had a decent website, you were in the game.

Today, more and more journeys start somewhere else entirely. People open ChatGPT, Perplexity, or Google's AI Overviews and ask a direct question in plain language. Instead of a long list of links, they get a neatly summarized answer and, in many cases, a short list of recommended approaches, tools, or brands.

Here's the quiet risk: if those AI tools don't mention you, you may never even make the shortlist—no matter how "okay" your traditional SEO looks. Competitors who are better represented in AI answers quietly win more first-touch visibility long before anyone types your name into a search bar.

When we talk about AI and the customer journey, we're talking about this exact shift—how buyers move from problem → AI answer → shortlist → validation → purchase in a world where AI tools are often step one. It's not "SEO versus AI." It's how SEO, content, and AI visibility work together to get you into that first answer.

The Quiet Shift from "10 Blue Links" to AI-Powered Answers

What the Old Search-First Journey Looked Like (In Plain Language)

In the classic model, the journey looked something like this:

• The buyer realizes they have a problem or need.
• They type a keyword into Google—"AC repair near me," "best CRM for small sales teams," "how to fix a slow website," and so on.
• They skim the first page of results, click two or three promising sites, and bounce around reading blogs, service pages, and pricing.
• If they don't find what they need, they tweak the search and repeat.
• Eventually, they narrow things down and contact one or two vendors.

Example: Imagine a homeowner whose air conditioner dies in July. They search "AC repair near me," click a couple of local HVAC websites, read a blog post about "5 signs your AC needs repair," skim the service page, and finally call the company that looks the most trustworthy and responsive. Search is the front door, and the website is the showroom.

What the New AI-First Journey Looks Like at the Top of the Funnel

Now let's look at how this same moment can play out in an AI-first world.

• The buyer opens ChatGPT, Perplexity, or Google Search with AI Overviews.
• They type a natural question: "What's the best way to reduce my AC bill?" or "Which local companies can help with emergency AC repair?"
• The AI responds with:
  • A summarized explanation of the problem and common solutions.
  • Suggested types of providers to look for.
  • Sometimes, specific brand names or categories to consider.

Instead of spending 20 minutes clicking around, the buyer gets a compressed version of that early research in seconds. The AI has effectively done the "clicking around" for them, drawing on content from across the web.

To understand how these experiences are changing search, it's worth skimming this overview of how AI Overviews work in Google Search, which explains how Google is using AI to generate quick snapshots instead of just traditional lists of links.

A Modern AI-First Buyer Journey, Step by Step

Here at My Brand Mentioned, we've watched this AI-first behavior show up across many industries. To make it real, let's walk through a modern buyer journey where the first touch comes from an AI answer instead of a page of blue links—and show what you can actually control at each stage.

Stage 1 – A Problem Pops Up (Trigger Moment)

Every journey starts with a trigger. For your customers, it might sound like:

• "Our leads have dropped, and we don't know why."
• "Our software feels slow and clunky; sales reps hate using it."
• "Our bookings are inconsistent from month to month."

Buyers rarely think in formal "keyword" language. They think in messy, everyday phrases based on frustration or curiosity. That's important, because AI tools are very good at understanding natural language—and that's where AI and the customer journey really begins.

Stage 2 – Asking AI for Help Instead of Just Googling

Next, the buyer looks for guidance. Increasingly, they're doing something like this:

• Opening ChatGPT, Perplexity, or a search bar with AI Overviews enabled.
• Typing a question like, "What's the best way to track referrals in a small sales team?" or "How can a local service business get more consistent bookings?"

The AI responds with:

• Simple definitions and context: what the problem is and why it happens.
• Recommended approaches: improve your CRM, formalize a referral program, adjust pricing, run targeted campaigns, etc.
• Sometimes, sample tools, platforms, or types of vendors they might consider.

Example: A B2B software buyer asks, "What's the best way to track referrals in a small sales team?" The AI might outline different approaches (a built-in CRM feature, a referral tracking app, or a spreadsheet system) and then list a few categories of software or even specific tools that are commonly used for this job. Those tools just made the first cut—before the buyer has visited a single website.

Stage 3 – Shortlisting Options from AI Answers

Once the AI provides a structured answer, the buyer typically does three things:

• Writes down 3–5 vendor types, software categories, or brand names mentioned.
• Asks follow-up questions to narrow things down: "Which of these tools is best for a team of 5?" or "What's the most affordable option for a local business?"
• Starts to form a mental shortlist based on what the AI repeats, explains clearly, or seems most confident about.

If your brand is named even once during these conversations, your odds of being seriously considered jump dramatically. If you're never mentioned, you're invisible at the exact moment the buyer is shaping their shortlist.

Stage 4 – Double-Checking with Search, Reviews, and Social Proof

Most buyers don't stop at the AI answer. After they have a shortlist, they usually:

• Google brand names plus "reviews," "pricing," or "case studies."
• Click through to your website to check fit, features, and credibility.
• Look for social proof on review sites (G2, Capterra, Trustpilot), social media, or industry communities.

This is where traditional SEO, website UX, and review management still matter a lot. AI and the customer journey are intertwined: AI pushes you into the consideration set, and your broader online presence either confirms or kills the deal.

Stage 5 – Reaching Out, Booking a Demo, or Visiting in Person

Finally, the buyer takes a concrete step:

• They fill out a contact form or request a quote.
• They book a demo with your sales team.
• They walk into your physical location or pick up the phone.

If you were never part of the AI-driven stages at the top of this journey, you were effectively never in the race—even if your website would have been a perfect fit.

Step-by-step: Sketch Your Own AI-First Customer Journey

1. Write down one common trigger problem your best customers experience.
2. Write the exact question they might ask an AI tool in their own words.
3. List the types of solutions or vendors the AI is likely to suggest.
4. Identify where your brand should appear in that answer (category, approach, or by name).
5. Note which follow-up searches or review checks they'll do next—and whether your current content and reputation would hold up.

What AI Tools Need to Confidently Recommend Your Business

So how do you actually get into those AI answers? In our experience, most AI assistants and AI search features look for three big things before they feel comfortable recommending a business: clear facts, credible evidence, and genuinely helpful content.

Clear Facts About Who You Are, What You Do, and Who You Serve

Think of this as "business clarity." AI tools need to understand the basics:

• Your exact business name.
• Where you're located and which markets you serve.
• What you offer—services, products, and specialties.
• Who you're best suited for and what makes you different.

Those facts should be consistent everywhere someone might look:

• Your website (especially your homepage, About page, and service/product pages).
• Your Google Business Profile and other local listings.
• Your LinkedIn company page and key social profiles.

When these signals are scattered, outdated, or contradictory, AI tools are less likely to feel confident summarizing who you are or when you're the right fit.

Off-Site Mentions and Articles that Back Up Your Expertise

AI models don't just look at what you say about yourself—they look at what the rest of the web says about you. That's why off-site content matters so much.

• Articles and listicles that include your brand in a larger story.
• Interviews or Q&As where you're quoted as an expert.
• Features and mentions on reputable, relevant websites.

These pieces act like evidence that you're a real, trusted option—not just a self-promotional website shouting into the void.

How we fit in: Here at My Brand Mentioned, we specialize in planning and publishing these kinds of off-site features. We've seen again and again that when brands earn consistent, credible mentions across the web, AI tools are much more willing to surface them in answers and recommendations.

Helpful Answers, Not Hype, in Your Content

Most modern AI systems are trained on huge amounts of publicly available content. They tend to lean on sources that clearly explain and teach, not pages stuffed with buzzwords and sales speak. Helpful content is more likely to be understood, trusted, and reused in AI-generated answers.

That means your content should lean heavily on:

• FAQs that answer real customer questions in plain language.
• How-to guides and walkthroughs that show people what to do next.
• Problem-based articles that start with the pain your customers actually feel.

If you'd like a simple primer on how these systems learn from data and generate answers, this explanation of how large language models are trained and used to produce human-like responses is a helpful reference.

Simple Ways to Audit Your Current AI Visibility

Before you overhaul anything, it helps to get a quick snapshot of where you stand today. We recommend spending 30–60 minutes running a few simple checks. You don't need any special tools—just access to the AI assistants you're curious about and a notepad or spreadsheet.

Check How AI Tools Currently Describe Your Business

Start by seeing what the AI thinks it already knows about you:

• In ChatGPT or Perplexity (where allowed), ask, "What does [Your Brand] do?"
• Ask, "Who is [Your Brand] a good fit for?"
• Try a question like, "When should a business choose [Your Brand] over other options?"

As you read the answers, look for:

• Missing information (services you offer that aren't mentioned).
• Confusion (wrong location, wrong audience, or mismatched details).
• Outdated descriptions (old product names, former positioning, or past niches).

If the AI can't find you at all—or gives a very thin answer—that's a signal your broader web presence and mentions probably need attention.

Test Common Customer Questions in AI Tools

Next, flip perspectives and act like your ideal customer.

1. Write down the top 5 questions customers ask before buying from you. Use their wording, not your marketing language.
2. Paste each question into ChatGPT, Perplexity, or Google Search with AI features turned on.
3. Note which types of businesses, solutions, or brand names show up in the answers.
4. Repeat for two or three different customer profiles if you serve multiple segments.

Step-by-step mini-audit you can log in a spreadsheet:

1. Create columns for: "Customer Question," "AI Summary," "Brands/Tools Mentioned," and "Categories/Approaches Suggested."
2. Run each of your 5 questions through at least one AI tool and capture the key points in each column.
3. Highlight any answers where:
   • Your brand is mentioned.
   • Your category is mentioned (even if your brand isn't).
   • Only competitors or generic options are listed.
4. Use color-coding to mark good coverage (green), partial coverage (yellow), and no coverage (red).
5. Focus future content and off-site efforts on the "red" areas where you should logically be part of the conversation but aren't.

Look for Third-Party Content and Mentions

Finally, look at your broader footprint across the web:

• Google "[Your Brand] review," "[Your Brand] case study," and "[Your Brand] interview."
• Check if you appear in "top tools," "best agencies," or "recommended providers" articles.
• Look for mentions in local media, industry blogs, or partner websites.

We've seen that when this off-site footprint is thin or non-existent, AI tools have less to work with—and your visibility in answers tends to suffer.

How we use this with clients: At My Brand Mentioned, we often start new engagements with a similar audit. Our team uses the results to prioritize which questions, pages, and off-site placements will move the needle fastest for AI visibility and search performance.

Turning AI and the Customer Journey into a Practical Marketing Plan

Once you can see how AI and the customer journey intersect for your buyers, the next step is turning those insights into something repeatable—not a one-off experiment.

Decide Where AI Should Support Your Existing Marketing (Not Replace It)

First, we suggest resisting the urge to "throw out SEO and start over." In our experience, your existing channels—SEO, paid ads, email, events—still matter a lot. AI visibility should sit on top of what's already working, not replace it.

A practical way to start is to identify 2–3 key problems where AI visibility would have the biggest impact. Ask yourself:

• Which problems lead to our highest-value customers when they're solved?
• Which questions do buyers ask at the very beginning of their journey?
• Where would being recommended early by an AI assistant make a real difference in our pipeline?

Those questions are prime candidates for deeper content and off-site coverage.

Prioritize the Content and Mentions That Matter Most

Once you've picked your focus areas, you can align your content and visibility efforts around them.

• Start with your best-performing services or products—the ones that drive the most profit or long-term value.
• Pair those with your highest-value customer segments.
• Build content that:
  • Speaks directly to their trigger problems.
  • Answers the questions you discovered in your AI visibility audit.
  • Uses the same natural language your customers actually use.

From there, look for opportunities to support that content with strategic off-site mentions:

• Guest features or bylined articles that expand on those topics.
• Inclusion in relevant "best of" or "top tools" roundups.
• Interviews and Q&As where you talk through those problems in depth.

When your on-site content and off-site mentions both reinforce the same story, you give AI tools a clear, consistent picture to work with.

Build a Simple "Always-On" AI Visibility Routine

The companies we've seen win with AI visibility don't treat it as a one-time campaign. They treat it as a small, steady habit layered onto their existing marketing.

Here are a few low-lift routines we recommend:

• Review and lightly update your most important pages a few times per year to keep facts and messaging current.
• Publish a steady drip of helpful, question-based content around your core topics instead of giant content bursts that burn everyone out.
• Secure periodic third-party features and mentions that align with your key problems and customer questions.

How we help: Our team at My Brand Mentioned focuses on helping businesses create this kind of repeatable system—planning topics, writing AI-ready content, and placing those stories on reputable sites—without burying your internal team in extra work.