The impact of AI Search on search behavior

About this episode

The episode discusses the impact of AI search on user behavior and marketing strategies with insights from Garrett Sussman of iPullRank.

53% of users don't return to Google AI mode after initial attempts, revealing the gap between AI search hype and actual user behavior. Garrett Sussman, Director of Marketing at iPullRank, brings enterprise-level insights from analyzing clickstream data and developing relevance engineering frameworks for Fortune 500 clients. The discussion covers iPullRank's three-tier measurement approach (input metrics, channel metrics, performance metrics), the five-pillar relevance engineering framework for AI search optimization, and strategic audience segmentation techniques for navigating personalized AI search results across multiple platforms. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .

People in this episode

Guest: Garrett Sussman

Topics covered

• AI search
• user behavior
• marketing insights
• relevance engineering
• audience segmentation

Keywords

• AI search
• user behavior
• clickstream data
• relevance engineering
• personalized search

Mentioned in this episode

Organizations: iPullRank, Google, Fortune 500

More episodes of Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

• This should be redesigned immediately with AI · June 12, 2026 · 3 min
• The most important leadership skill you can master in AI Marketing? · June 11, 2026 · 1 min
• One thing marketers still misunderstand about AI · June 10, 2026 · 2 min
• The most important human connection with customers and prospects · June 9, 2026 · 1 min
• The Evolution from SEO to GEO for Modern Marketers · June 8, 2026 · 46 min
• If you had to focus on one thing for AI visibility, what would it be? · June 5, 2026 · 2 min