Search Engine Journal reported on 23 January that Google is connecting Gmail and Google Photos to AI Mode for users who opt in. That means AI search can deliver answers based on the user's actual context, not just open websites and general search results.

The consequence for businesses is concrete: content that tries to speak to everyone becomes gradually less relevant. Content that helps a specific type of customer through a specific situation becomes more valuable.

One search query: two different answers

Marketers have traditionally read intent from keywords. "Best web design agency" means one thing. "New website for small business" means something else.

But when AI search has personal context, two users with similar questions can get different answers. A founder with a tight budget, an established business with an outdated website and a marketing manager under campaign pressure do not need the same recommendation, and a contextual system will try to distinguish between them.

Content written broadly for "everyone who needs a website" has none of them as a clear audience.

Generic content loses on relevance

Generic articles try to cover everything but rarely help anyone well enough. They explain what SEO is, what web design is or why social media matters. Correct, but without decision value.

Personalised AI search amplifies this. When the system understands more about the user's situation, it will prefer sources with clearer and more actionable answers. That means concrete content built around specific situations will rank and be cited ahead of broad overview articles:

  • A new website for a local service business
  • SEO strategy after a redesign
  • Advertising for businesses with a long sales cycle
  • Content strategy when organic traffic is falling
  • Measurement when leads come from multiple channels

The clearer the context in the content, the more useful it becomes, for the reader and for the system deciding who gets shown.

Trust must come from someone willing to take a position

Personalised AI search also raises a question of trust. The system can adapt the answer to context, but the customer still evaluates the source. Does this come from someone with genuine expertise? Are they willing to say something concrete?

Good content should take a position: professionally, not arrogantly. That means saying what you recommend and why, not just listing options and concluding "it depends on the situation." It is precisely in those judgements that real experience separates itself from generated text.

Write for situations, not just keywords

The question of what to publish should not start with "which keywords should we rank for?" It should start with "which situation can we help the customer through?"

At Ibenta we work on making websites and content more specific: clearer service pages, landing pages aimed at concrete customer needs and blog content that answers the actual situations customers find themselves in.

Is your website still trying to speak to everyone at once? Get in touch: we will help you sharpen the content toward the customers you actually want to reach.