// search behavior

Source: Search Engine Journal

Aleyda Solis's cross-market analysis shows AI search engines routing traffic to regional and local websites rather than consolidating it toward dominant global platforms. This fragments the winner-take-most dynamics of traditional search. Brands can no longer assume that ranking in one market's AI search translates globally, forcing localization strategies that favor regional publishers, local e-commerce platforms, and territory-specific content creators over the centralized platforms that dominated the Google era. For consumer brands, this means AI search is supporting a more distributed digital ecosystem—though whether this pattern holds depends on whether AI search engines maintain this localization logic or optimize toward engagement concentration.