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A new kind of search is coming. What should you do now?
OpenAI’s upcoming AI-powered web browser isn’t just a redesign - it’s a rethink of how we interact with the internet. Though it hasn’t launched yet, and adoption won’t happen overnight, the implications for content creators, strategists, and brands could be significant. This is a chance to get ahead of the curve before the shift fully takes hold.
What might make this browser different
Details are still emerging, but based on early reporting and OpenAI’s direction, here are some possibilities to watch:
It may prioritize chat-like interaction, where users ask questions and receive direct answers instead of navigating traditional search results.
It’s expected to include built-in AI agents that help with tasks like summarizing information or booking services, possibly reducing the need to visit multiple websites.
It could offer an alternative to ad-heavy browsing, allowing more seamless interaction with content and services.
With some of Chrome’s original architects on board, it may be designed as a long-term contender in how people navigate the web.
All of that said, even when this browser launches, change will be slow. Most devices come with default search tools, and switching takes awareness and intentional effort. There will be early adopters, but widespread use could take years.
How this could change search and SEO
What we’re used to | What might be ahead |
Searching keywords | Asking questions directly |
Clicking through results | Getting answers in the chat box |
Optimizing for Google | Being cited by AI tools |
Tracking rankings | Tracking visibility in AI chats |
Backlist and meta tags | Clarity, trust, and structure |
1. Make your content easy to skim and summarize
Break up long blocks of text with subheadings, bullet points, and short summaries that AI can easily interpret.
2. Build trust into your content
Include author bios, expert sourcing, and consistent credentials. These help AI and readers gauge reliability.
3. Think beyond Google
Reddit, Quora, forums, and newsletters often feed into AI tools. Diversifying your presence there could boost future visibility.
4. Track what matters
Explore how your content appears in chat-driven platforms like ChatGPT and Perplexity. Citation may soon be as important as ranking.
5. Consider task-based use cases
If AI browsers begin completing actions, how might your product or expertise be included in that flow? It’s a new kind of integration worth thinking about.
What to do next, and where to start
Adoption may take time, but search behavior is already shifting. Instead of reacting to change after the fact, now is the moment to reframe your visibility strategy around clarity, credibility, and adaptability.
I’m currently updating my search documentation to reflect this shift, including a fresh guide on optimizing for AI search. Once complete, it’ll be available as part of a newly curated resource pack designed for strategists, marketers, and curious creators alike.
Want early access or to contribute ideas? Watch this space, or reach out.
