AI-Powered Search Tools for Brands: The Reality Behind the Hype

AI-powered search tools for brands are becoming more common. But are they ready to replace traditional engines? Lexlab founder Alfie Lagos put this to the test. He made ChatGPT’s Search GPT his default browser—and quickly found its limits.

In the article, Alfie shares what happened when he used AI for everyday search. Search GPT struggled with localisation. It showed results for Sydney cafés, even though he’s based in Melbourne. Meanwhile, Perplexity AI gave far more relevant and complete answers. It even included atmosphere, opening hours, and accessibility.

The experience highlighted a gap between AI ambition and real-world use. Alfie explains where these tools already perform well, and where they fall short. For quick, local answers, Perplexity worked. But for deeper, integrated results, Google still leads.

For brands, this shift presents both opportunity and risk. Optimising for AI models means focusing on clear, structured content. It also means preparing for zero-click searches—where users don’t visit your site but still engage with your information. Nearly 25% of desktop and 17% of mobile searches now fall into this category.

Alfie advises marketers to keep a close eye on how AI platforms display their content. These tools can boost visibility, but they also carry risks around accuracy and control.

This isn’t a hype piece. It’s a practical look at AI’s current role in search. Tools like Search GPT have potential, but they’re not there yet. For now, Alfie’s everyday searches stay on Google. But he’s watching as AI-powered search becomes a bigger part of how we find and deliver information online.

👉 Read the full article here

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