Search Marketing Tips for 2026: The Continued Rise of AI Search

As AI-powered search engines (such as ChatGPT & Gemini) and conversational commerce tools (such as Amazon Rufus) reshape how consumers discover and buy products, ecommerce businesses in Birmingham and beyond must adapt their strategies to stay visible and competitive.

MFF Marketing has recently partnered with Otterly AI, a search marketing tool to help businesses monitor their visibility across AI search results, and identify which prompts will help them grow locally.

You can find out more about the partnership with Otterly AI on the Birmingham Chamber of Commerce blog.

The Rise of AI Search Engines: What’s Changing in 2026?

Traditional search engines like Google have long dominated the way consumers find products online. However, the rapid adoption of large language models (LLMs) such as OpenAI’s ChatGPT and Google’s Gemini is changing the landscape. More users are turning to these AI assistants for personalised recommendations, quick answers, and even product suggestions, bypassing the old method of sifting through multiple search results.

Recent data shows that LLMs account for nearly 6% of desktop search traffic, more than double last year. This shift is particularly relevant for ecommerce marketing, as AI search engines can summarise information from a variety of sources—including brand websites, reviews, and trusted media—to deliver concise, tailored product recommendations.

How AI Search Impacts Sponsored Product Marketing and Google Shopping

Google is responding to the rise of AI search by integrating new features like AI Mode and AI Overviews in their search results. These tools allow users to ask conversational questions and receive AI-generated product summaries, including pros, cons, and key descriptors, directly within the search results. For businesses leveraging Google Shopping and Google Ads in Birmingham, this means optimising product listings for both traditional and AI-driven search experiences.

AI-generated product summaries are now being tested in Google’s AI Mode. When a user clicks on a product, Google dynamically generates a summary that highlights the most important features and benefits. This not only streamlines the shopping experience but also places greater emphasis on the quality and completeness of your product data.

Tips for brands to optimise for AI Search Visibility

With AI search engines referencing authoritative sources, brands must ensure their websites, product pages, and content are optimised for both SEO and AEO (Answer Engine Optimisation). This involves:

• Using high-volume, relevant keywords.

• Providing comprehensive product information, including benefits, FAQs, and customer reviews.

• Ensuring your site is recognised as a trustworthy, authoritative third-party sources within your category. For many ecommerce businesses this includes review websites and social media.

Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are more important than ever. AI models favour content from official websites, press releases, and established industry sources over social media posts. Brands that invest in building their digital authority are more likely to be recommended by AI search engines, leading to higher-quality referrals and increased conversions.

6 Practical Steps for Brands in Birmingham

1. Identify Key Topics in Your Niche: Using tools like Otterly AI, SME businesses can audit their search landscape to understand key prompts users ask AI search engines, and see which websites rank.

2. Understand AI Citations: Otterly AI also provides information into citations that AI search engines use to rank your content, understand which are most used in your niche help identify where to focus your efforts.

3. Audit Your Digital Shelf: Use tools like StoreScore to benchmark your product listings against top competitors. Identify gaps in your content, imagery, and customer reviews to ensure your products stand out in both traditional and AI-powered search results.

4. Optimise for Conversational Commerce: As more shoppers use AI assistants like Amazon Rufus and ChatGPT, update your product content to answer common questions, highlight unique selling points, and address customer concerns. Include detailed FAQs, clear return policies, and robust customer support information.

5. Leverage Sponsored Product Marketing: Invest in sponsored product ads across Google Shopping, Amazon, and retail media networks. Regularly review and refine your campaigns to ensure maximum visibility in both paid and organic AI search results.

6. Build Authoritative Content: Develop a content marketing strategy that demonstrates your expertise and trustworthiness. Publish SEO-optimised blogs, case studies, and guides that address your customers’ needs and position your brand as a leader in ecommerce marketing and search marketing Birmingham.

Developing your AI search strategy for 2026?

Search marketing is changing at a rapid pace, and businesses need to ensure they monitor search traffic carefully. MFF Marketing specialises in marketing strategy and delivery across search marketing, social media and display, helping SME businesses in Birmingham to build an effective campaign across multiple channels.

Reach out to discuss your 2026 Marketing Strategy.