What are people using for AI search?
[Familiarising AI search engines]
AI is already changing the way businesses work, and for many smaller companies it is becoming a practical way to save time, improve efficiency, and support growth. It can help with everything from handling repetitive tasks to improving the way you reach customers and present your business online. With so many AI search engines it may feel like you need to pick one and stick to it, but it is important to learn to capitalise on all of them.
What are people using for AI search?
Familiarising AI search engines
The biggest AI search names right now are ChatGPT, Google Gemini, Claude, and Perplexity. These are the main search engines being used in workspaces and businesses, as well as in day to day life with people becoming more reliant on AI based search.
Numbers behind each major search engine
With AI search engines some have become a hallmark for people to use, some figures to back this up are global usage of each major competitor:
| AI search engine | Monthly visits | Market share |
|---|---|---|
| ChatGPT | 5.51-5.72 billion | 54.7% |
| Gemini | 2.06-2.76 billion | 27.4% |
| Claude | 613-824 million | 8.2% |
| Perplexity | 150-170 million | 1.5% |
Credit: (momentic marketing)
Key insights
As it stands currently ChatGPT is the biggest AI search engine with ~5.5 billion, holding more than half of all AI search web traffic.
The seven leading AI assistants drew a combined 10.07 billion web visits in April 2026 (momentic marketing)
Claude is the fastest growing major AI, with web traffic increasing by 306% in only 4 months.
Can I target specific AI to recommend me more?
How AI search works
You can’t target AI search engines the same way you can target a Google Ads audience. GEO can make you more likely to be ranked highly by specific AI systems, but you don’t necessarily target one model and tell it to rank you highly the way you would with a paid channel, it is more of a process ensuring you follow each layout or structure to suit AI search models.
Ensuring you are visible to AI
You can optimise for the systems where your business is most likely to appear, such as Google Gemini, Perplexity or ChatGPT. That means tailoring content for the kind of answer each one tends to surface, then checking whether your business is actually being recommended. Our GEO services will ensure your website is fit for purpose when it comes to AI visibility and what they look for.
Uses of each AI search engine
Strengths of each AI search engine
ChatGPT
ChatGPT is strongest for complex reasoning, idea development, and layered answers. It is the one people often use when they want the thinking done for them, not just a list of links.
Google Gemini
Google Gemini is the most important for businesses that want to stay visible inside mainstream search. Google has been pushing AI Mode in UK searches, which means Gemini is becoming part of the search journey rather than a separate tool.
Perplexity
Perplexity is strongest for research, citations, and fast source checking. It suits users who want a direct answer backed by references, which makes it useful for comparisons
Claude
Claude is strongest when you need careful writing, longer explanations, and structured thinking. It is a good fit for drafting, analysis, and complex prompts where context matters.
Do you need to target specific AI search engines?
The honest answer is that you should not choose one and ignore the others. You should ensure your site is readable, trustworthy, and structured well enough to perform. Following GEO to aid how well your business performs to AI search, will help bring your business leads that you could be missing out on.
FAQs
Is AI only useful for large companies?
No, AI is often especially useful for smaller businesses because it helps level the playing field. Big companies may have bigger budgets, but smaller businesses can now use the same kind of automation, personalisation, and data analysis tools at a much lower cost.
Should every business focus on AI right now?
Most businesses should at least understand it and test where it fits. AI is already changing how customers search, compare, and choose businesses online, so ignoring it could leave you behind.
How can AI help attract more customers?
AI can help attract more customers by improving how businesses show up online and how they communicate with people. It can support better website content, more targeted email marketing, faster responses, and more personalised messaging.