Episode 5: The changing state of search

Seek and you shall find?

From Google’s AI Overviews to ChatGPT and DeepSeek, generative AI search tools are transforming how people get information about your company – and everything else.

This episode of Cutting Through explores what this really means, and how corporate digital communicators should respond.    

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References and resources

• OpenAI’s Chief Operating Officer on ChatGPT user growth rates
• Ofcom report on the UK online landscape – including use rates for different search tools (starting on page 29)
• AI search tools built into corporate websites:

  • Aramco

  • Siemens

  • Nvidia (non-US users will need to toggle to the US site to access AI-search functionality)

  • Mondelēz (an AI chatbot dedicated to a specific topic)

• More on-site search innovation:

  • www.eni.com - direct information and facts on the search results page itself
  • https://www.ey.com - podcast icons help to differentiate search results
  • https://wellcomecollection.org - great image search
  • www.onsemi.com - example of a very fast search tool
  • www.silabs.com

• Generative AI platforms discussed:

  • Perplexity 

  • Deepseek 

  • ChatGPT 

• AI search optimisation experts featured:
  • Exposure Ninja 

Best practice examples

• On-site video transcripts (which support AI search visibility as well as accessibility) on shell.com 

Further reading

Related articles and events:

• February 2025 Conference Board webcast, which directly covers AI search 
• Bowen Craggs article: The AI search revolution: how should your company respond?