How Agentic AI Will Reshape Search

AI is advancing at a breakneck pace, and its impact on search behavior is becoming undeniable. If you’re like me, you might already be using a large language model (LLM) to conduct live searches just as often as you use Google or another search engine.

While we are still in the early stages, the next catalyst for wider AI adoption will be agentic—when AI agents are capable of handling complex tasks independently and completing actions (like searching) for users. This will likely prompt a transformative shift in how consumers search for and interact with brands online. The question isn’t just how AI will change search; it’s how businesses can prepare for this shift.

What is agentic AI?

Imagine an AI tool that doesn’t just answer questions but can also act. Need a new pair of running shoes? Instead of scrolling through search results and clicking on ads, you could tell your AI agent what you need. It will comb through reviews, compare prices, and even place the order for you. These truly autonomous AI agents aren’t quite here yet at scale, but we can already see glimpses across the major AI platforms. Just recently, OpenAI released its first agentic product. Called Operator, the agent is capable of searching the web and completing tasks for users like ordering groceries, booking travel, and buying products, all in response to simple text prompts.

There are still many limitations but as these agentic systems become more common over time, consumers will start to grow accustomed to AI not just giving them information but also acting on their behalf.

The impact on search behavior

The move to agentic AI will fundamentally change how we think about search. As AI takes over much of the initial research process for choosing brands and products, people will likely visit fewer websites overall. AI will act as an intermediary, presenting curated options to its human users.

In this new landscape, content quality will be paramount, and technical SEO fundamentals will become essential. Brands will need to compete to become trusted sources that AI agents rely on for information.

Rethinking SEO and content strategy

For businesses, the implications are clear: Both content and technical SEO need to be top priorities. To remain discoverable, brands must focus on technical SEO, ensuring their sites are structured in ways that AI systems can easily parse. This includes optimizing metadata, ensuring fast load times, and creating clear, logical sitemaps.

But technical foundations are just the beginning. Content strategy must also evolve. Think of content as a conversation with the AI: It should be built around user intent and framed in ways that make it easy for systems to extract value. This is where “semantic search” becomes critical. Brands should craft content around broader topics rather than isolated keywords. For example, instead of writing about “best running shoes,” brands might create comprehensive guides on running, foot health, and shoe technology. This approach, which we’ve been using at Razorfish for some time, will soon become non-negotiable for brands.

Navigating the AI-driven search landscape

As AI systems increasingly influence more consumer behavior, brands will need to adapt their strategies to remain competitive. Unlike human users, AI agents don’t care about flashy graphics or clever taglines. Instead, they prioritize clarity, reliability, and relevance. Brands that invest in these qualities will be the ones that stand out and thrive.

Simultaneously, businesses must focus on building “brand love” in their upper-funnel experiences. This is essential for ensuring that their brand resonates with consumers when AI presents them with options. For instance, consider a scenario where an AI returns a list of three hotels. A person’s existing affinity for a specific brand could be the decisive factor when choosing between similar options.

The bottom line

The rise of agentic AI isn’t just another incremental change to the search experience; it represents a significant leap forward, much like mobile technology transformed search behaviors and trends.

Brands that want to stay ahead need to adapt quickly. This means doubling down on technical SEO, creating user-focused content, and thinking strategically about how to build trust with both AI systems and human users.

The future of search is coming into focus, and it’s being shaped by AI. The question is: Will your brand be ready for it?