AI Search Is Still Up for Grabs — Why That Matters for Your Business

According to a recent report covered by Search Engine Journal, new data from Kevin Indig and Semrush shows that nearly 90 percent of demand in AI-powered search has no clear owner yet. That means when people ask ChatGPT or similar tools a question, most of the time no single brand is the default answer.

This is a big deal for anyone who cares about being found online. Traditional SEO focused on ranking in Google’s blue links. But AI search works differently. It picks one answer from many sources. Right now, most categories are wide open. That window won't stay open forever.

What the Numbers Really Tell Us About AI SEO

The data from Indig’s analysis covers more than 1,000 categories and 50,000 brands. Only about 11 percent of high-demand categories have a clear leader. That means a small business with focused expertise can still become the go-to source for AI tools in its niche.

But here is the catch: once a brand does lock in a clear lead, it tends to hold it. The study found that leaders with a wide margin kept their spot over 90 percent of the time. So the race is on now, while the field is still unsettled. AI search rewards depth over breadth — being the expert on one topic matters more than covering everything.

What This Means for Australian SMBs

For small and mid-sized businesses in Australia, this is a rare opportunity. Big brands often dominate traditional search with huge budgets. But AI search is still forming its habits. A local plumber in Sydney who creates detailed, trustworthy content about fixing burst pipes could become the answer ChatGPT gives for that question.

The key is to pick a few categories where you can genuinely be the best source. Don't try to cover everything. Focus on the topics your customers actually ask about. If you do that consistently, you can build authority that AI tools will notice before the big players move in.

What You Can Do Now

  • Identify the 5 to 10 topics your business knows best. Write content that answers the exact questions customers type into search, like "how to" guides, comparisons, and buying advice.
  • Track your presence in AI tools. Use free or low-cost tools to see if your brand appears when you test those topics in ChatGPT or Google's AI Overviews.
  • Create content for each "prompt type" — definition, comparison, list of alternatives, use case, and purchasing decision. AI models prefer sources that cover all angles of a question.
  • Build citations from other trusted websites. Being mentioned by industry blogs, news sites, or trade associations helps AI models see you as a credible source.
  • Monitor your lead size. If you are only ahead by a small margin, assume you could lose it. Keep adding fresh, detailed content to widen the gap.

At MS&VG, we help Australian businesses take advantage of this shift with our AI-powered SEO service. We analyze where your brand stands in AI search and create a plan to become the default answer for the topics that matter most to your customers.