What AI search trends should I actually pay attention to? So much noise out there

Let me give you a framework to cut through the noise:

Trend Evaluation Matrix:

2026 priorities (my recommendation):

#1: Master AI citations This is THE shift. Track it, optimize for it, measure it. Tools like Am I Cited exist. It’s real, it’s now, you can act.

#2: Multimodal readiness Your images should have alt text. Your videos should have transcripts. Be ready without over-investing.

#3: Structured content Make everything extractable. This helps now and prepares for whatever comes next.

What to ignore: Anything requiring technology that doesn’t exist yet. AGI speculation. AR/VR search integration. Brain-computer interfaces. Fun to think about, useless to plan for.

On agentic AI specifically - separating hype from reality:

What “agentic AI” means: AI that takes actions, not just provides information.

• Books appointments
• Makes purchases
• Completes forms
• Takes multi-step actions

Current reality (December 2025):

• ChatGPT plugins exist (limited adoption)
• A few companies have AI transaction integration
• Most users still do transactions manually

2026 reality (likely):

• More ChatGPT integrations
• Some AI-mediated transactions
• Still majority traditional

What to do now:

1. Make sure you COULD integrate (APIs ready)
2. Don’t build unless you have resources
3. Monitor ChatGPT plugin ecosystem
4. Be “callable” in principle, don’t optimize for it yet

For most companies: This is a 2027-2028 priority, not 2026. Information visibility (citations) is still the game.

Exception: If you’re in travel, food delivery, or e-commerce, pay more attention. These categories are further along.

Voice search gets hyped every year. Here’s the nuance:

The 2016 predictions: “50% of searches will be voice by 2020” (Didn’t happen)

The 2026 reality:

• Voice is growing but not dominant
• Desktop still mostly text
• Mobile voice is significant but not majority

Where voice AI matters:

• Smart speakers (limited intent)
• Hands-free mobile (specific contexts)
• Accessibility uses

Where it doesn’t (yet):

• Complex research
• B2B queries
• Professional contexts
• Comparison shopping

The good news: Content optimized for text-based AI will work for voice.

• Clear, direct answers
• Conversational tone
• Question-based structure

Don’t build a voice strategy. Build a clarity strategy.

When voice becomes dominant (if ever), your clear, well-structured content will work fine.

You asked about trends NOT getting hyped. Here are some:

1. Citation volatility AI citation patterns change frequently. Last year Perplexity heavily cited Reddit, then reduced it. You need ongoing monitoring, not set-and-forget.

2. Local AI search AI systems are getting better at local queries. Small businesses should prepare.

3. AI licensing wars Publishers negotiating with AI companies. Could change what content AI can access. Watch this quietly.

4. E-E-A-T amplification AI systems are getting better at evaluating expertise. Author credentials, real experience matter more. This isn’t new but is intensifying.

5. Multi-platform fragmentation ChatGPT, Perplexity, Gemini, Claude - all different. Optimization is becoming platform-specific. Single approach won’t work much longer.

6. AI referral attribution gaps Measuring AI traffic is still hard. Attribution tools are evolving. Am I Cited and others are filling gaps but it’s early.

These are real, underreported, and actionable.

Let me give you the presentation framework:

For your leadership meeting:

Slide 1: The confirmed shifts

• AI Overviews in 60%+ of searches (data point)
• Citation becoming key metric (explain briefly)
• AI referral traffic growing 357% YoY

Slide 2: Our 2026 priorities Priority 1: Master AI visibility measurement and optimization Priority 2: Prepare content for multimodal (low lift) Priority 3: Monitor agentic developments

Slide 3: What we’re NOT chasing

• Voice-first (text optimization transfers)
• AR/VR (not ready)
• AGI speculation (no action possible)

Slide 4: Investment ask

• AI visibility tracking tools ($X/year)
• Time allocation for AI optimization
• Quarterly trend review process

Slide 5: Success metrics

• AI citation rate (tracked via Am I Cited)
• AI referral traffic growth
• Competitive share of voice in AI

The frame: “We’re investing in what’s measurable and actionable today, while monitoring what’s emerging for future decisions.”

This shows strategic thinking without chasing hype.

One thing everyone should watch but few mention:

The regulatory angle

Possible 2026 developments:

• EU AI Act implementation
• Potential US AI regulations
• Publisher copyright lawsuits outcomes
• AI transparency requirements

Why this matters: If regulations require AI systems to change how they cite or access content, everything changes.

Scenario planning:

• If AI must cite sources prominently: Being cited becomes more valuable
• If AI access gets restricted: Traditional SEO may regain importance
• If licensing becomes required: Publishers get new revenue, complexity increases

What to do: Don’t plan for specific regulatory outcomes (unknowable). But build flexibility:

• Track visibility across platforms
• Don’t over-invest in any single AI platform
• Keep traditional SEO strong as backup

The meta-trend: Uncertainty is the trend. Build adaptable capabilities, not single bets.

The trend that actually matters: User behavior shift.

What we’re seeing in research:

Demographic splits:

• Gen Z: 45% start in AI tools
• Millennials: 30% start in AI tools
• Gen X: 15% start in AI tools
• Boomers: 8% start in AI tools

The insight: Younger demographics are AI-native. This isn’t reversing.

What this means: The trend toward AI search isn’t technology-driven speculation. It’s actual user behavior. Real people are changing how they find information.

Implication: AI visibility will become more important every year as younger cohorts age into purchasing power.

For your strategy: Frame AI visibility as customer behavior alignment, not trend-chasing.

This is exactly what I needed. Here’s my strategy:

2026 Priority Stack:

#1: AI Visibility (highest priority)

• Implement Am I Cited tracking
• Optimize content for citations
• Track citation rate as core KPI
• Investment: Significant

#2: Multimodal Readiness (medium priority)

• Audit and improve all alt text
• Create video transcripts
• Ensure images are contextual
• Investment: Moderate (mostly process change)

#3: Monitoring Only (low active priority)

• Agentic AI developments
• Voice search evolution
• Regulatory changes
• Investment: Time only (quarterly reviews)

What I’m explicitly NOT doing:

• Building voice-first strategy
• AR/VR anything
• AGI preparation
• Platform-specific optimization beyond basics

How I’ll present it: “We’re prioritizing what’s measurable and actionable (AI citations) while preparing for emerging shifts (multimodal) and monitoring speculative developments (agentic, voice, regulatory).”

Success metrics for 2026:

1. AI citation rate improvement
2. AI referral traffic growth
3. Competitive share of voice
4. Content readiness score (multimodal audit)

Thanks everyone. Much clearer now.