How AI is Changing Search

Search is changing faster than most marketers realize. 

In this episode, Will Francis speaks with Crystal Carter, Head of AI Search and SEO Communications at Wix Studio, a role focused on helping brands understand how AI-powered search is reshaping online visibility and discovery. They discuss the rise of AI search, the growing role of AI agents, and what these changes mean for brands trying to stay visible online. 

As AI-powered search transforms how people discover and engage with information, Crystal explores the emerging trends marketers should be watching closely and why some long-held assumptions about search may need to change. 

Crystal’s top 3 tips for marketers: 

1. Measure your AI visibility: track how much traffic is already coming from AI tools and monitor how it changes over time 
2. Make your website more actionable: ensure every page gives users and AI agents a clear way to take action 
3. Check how AI tools describe your brand: test prompts across multiple LLMs and look for consistency in how your business is represented 

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Timestamps: 

0:00:08 – What AI search means for marketers 

0:00:39 – SEO, AI search, and the rise of agentic discovery 

0:02:27 – Is AI search really threatening Google? 

0:05:15 – How search behaviour is changing 

0:07:58 – Tracking AI search visibility and traffic 

0:08:23 – AI agents and the future of website discovery 

0:10:06 – Why brands need deeper customer understanding 

0:11:29 – Using customer questions to drive content strategy 

0:13:14 – Turning websites into actionable resources 

0:15:42 – Protocols, interoperability and the agentic web 

0:17:04 – Will consumers trust AI agents to buy for them? 

0:19:21 – Crystal’s “do-thingsy” website framework 

0:20:24 – Why SEO is becoming more algorithmic and personalised 

0:22:48 – The three pillars of SEO in an AI era 

0:24:15 – Technical SEO for AI search and agents 

0:26:37 – Content strategies that work in AI search 

0:28:51 – Evergreen content versus fresh and spicy content 

0:34:10 – Why AI search rewards fresh information 

0:36:26 – Using AI to create better content workflows 

0:40:29 – Can AI be manipulated by marketers? 

0:41:33 – The future of backlinks and brand relevance 

0:44:15 – PR, content syndication and AI visibility 

0:46:02 – Building a consistent brand identity across the web 

0:47:34 – Three practical steps to improve AI visibility