50% of consumers now use AI-powered search

Half of consumers now use AI-powered search. That is one of the clearest signs that online discovery is changing. And among people who use AI-powered search, 44% say it is already their primary and preferred source of insight. (McKinsey)

For small businesses, that changes what a website needs to do.

Search is changing

People are still using traditional search, but they are also asking AI tools fuller questions.

Instead of searching in short keywords, they are asking things like:

• who is the best accountant for small businesses
• what web designer is good for tradies
• which provider is most trustworthy
• what is the difference between these services

That means customers can start forming opinions before they ever land on your website.

Why this matters for your website

Your website now needs to do more than simply exist online.

It needs to clearly explain:

• what you do
• who it is for
• what makes you different
• why someone should trust you
• how to take the next step

If that is unclear, your business becomes easier to overlook.

AI-search optimisation does not happen by default

This part matters.

Just because your website exists does not mean it is set up well for AI-shaped search. If your site is vague, generic, thin on detail, or poorly structured, it becomes harder for both people and AI-driven search experiences to understand your business. Google's guidance is consistent here: useful content, clear structure, and strong site quality still matter. (Google Search Central)

What AI-search optimisation actually looks like

In practice, it usually means:

• clear service pages
• useful content that answers real customer questions
• headings that make sense
• strong page structure
• specific wording instead of generic claims
• trust signals that help your business feel credible

This is less about "hacking AI" and more about making your website genuinely easier to understand.

The payoff

A stronger site can help your business become:

• easier to find
• easier to understand
• easier to trust
• easier to compare
• easier to choose

That matters more as AI becomes part of how people research.

McKinsey also says about 50% of Google searches already have AI summaries, and expects that figure to rise above 75% by 2028. (McKinsey)

The takeaway

If 50% of consumers now use AI-powered search, then the way people discover businesses is already shifting. (McKinsey)

A website that performs better in this environment is usually one that is:

• clearer
• more specific
• more useful
• better structured
• more trustworthy

That does not happen by accident. It comes from building a site that actually helps people understand why they should choose you.