AI Search Is Splitting—And Marketers Need to Catch Up

Search, once a monolithic gateway to the web, is now showing clear signs of fragmentation. According to new research from BrightEdge, the AI-driven search landscape is splitting along two very different paths: Google’s “read more” philosophy vs. ChatGPT’s “do this now” approach.

Analyzing thousands of real-world prompts across four high-stakes industries—finance, healthcare, B2B tech, and education—BrightEdge found that ChatGPT and Google AI Mode increasingly disagree, especially when queries are action-oriented. In simple terms, ChatGPT wants to help you do, while Google still wants to help you learn.

And for marketers? This split has massive implications.

One Query, Two Realities

BrightEdge’s data reveals a striking divergence in how AI systems interpret intent. When a query is informational—like comparing online learning platforms or credit cards—Google and ChatGPT largely agree. But when a user asks “how to” take the next step, the responses part ways.

• Healthcare: ChatGPT recommends Zocdoc to find a doctor; Google offers links to hospital directories.

• B2B Tech: ChatGPT nudges users toward tools like AWS CLI and Kubernetes; Google returns tutorials and Stack Overflow posts.

• Education: ChatGPT prefers actionable platforms like Udemy for learning Python; Google reverts to blog posts on GitHub and Medium.

• Finance: ChatGPT points to budgeting apps like Mint; Google sticks to guides from NerdWallet and finance blogs.

On average, task-driven prompts revealed divergence rates ranging from 39% to 62%, depending on the industry.

“AI search is no longer one thing—it’s splitting into at least two distinct philosophies,” said BrightEdge CEO Jim Yu. “While Google thrives as a research assistant, ChatGPT acts like a trusted coach.”

Why It Matters: From Funnel to Functionality

This isn’t just about user experience. It’s about conversion paths. For marketers, the implications are clear: ChatGPT’s responses increasingly align with bottom-of-funnel behavior—users ready to act. Google, by contrast, remains more top- or mid-funnel, feeding curiosity rather than directing action.

If you’re a brand trying to get your product into that action-oriented conversation, optimizing for traditional SEO alone won’t cut it.

Marketing in the Age of Split Search

With Google still holding ~90% of global search share, no one is suggesting marketers abandon it. But as ChatGPT (and similar generative AI tools) become integral to the search journey, there's a growing demand for cross-AI visibility.

BrightEdge's answer? AI Catalyst, its proprietary AI platform designed to unify search strategies across Google, ChatGPT, and other AI-driven environments.

Trusted by Fortune 500 brands, AI Catalyst lets marketers understand how their content is interpreted by different AI models and ensures visibility across all major search paradigms—be it generative or traditional.

In just the last quarter, 27% of BrightEdge clients have begun using Catalyst daily, reflecting the urgency and value of a cross-platform search strategy.

A New Playbook for Search

This isn’t just another AI trend—it’s a structural change in how search operates. With one platform pointing to what to read and the other to what to use, marketers need to adapt their content, strategy, and tools accordingly.

BrightEdge’s research doesn’t just highlight the split—it offers a roadmap. And in this bifurcating landscape, the brands that win will be the ones who learn to speak both AI dialects fluently.

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