Will AI search continue to expand? - Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

Podcast Summary: Voices of Search – "Will AI search continue to expand?"
Release Date: April 30, 2026
Host: Joran Cooney
Guest: Garrett Sussman, Director of Marketing at iPullRank

Episode Overview

In this episode, Joran Cooney and Garrett Sussman tackle one of the hottest topics in search engine optimization (SEO) and content marketing: the future of AI-driven search. The conversation unpacks the evolution of AI and large language model (LLM) search behaviors, the shift towards conversational interfaces, and practical insights for marketers trying to separate real opportunities from hype. The central question: Will AI search continue to expand or recede in significance over the upcoming year?

Key Discussion Points & Insights

1. The Nature of AI Search Expansion

Garrett’s Perspective (00:49 – 01:08):
Garrett predicts that AI search will both "expand" and "decline"—a nuanced stance reflecting the complexity of the current tech landscape.
- Expansion: AI-powered search will enable users to interact with and query more types of information than ever before.
- Decline: As AI assistants become more deeply integrated into everyday technology, search behavior will become more natural and less of a distinct, conscious action; it "blends in" rather than stands alone.

2. The Rise of Conversational Search

Behavioral Shifts:
The move toward conversational search is changing how people look for and discover information. Instead of typing keywords, users increasingly ask questions or give natural language prompts, relying on the AI’s ability to understand intent.

3. Marketing Implications: Opportunity vs. Hype

Strategic Filtering:
For marketers, the imperative is to sift through the excitement around LLMs and new tech to find actionable opportunities:
- What aspects of AI search represent real, scalable change?
- Which trends are likely to have a short-lived impact or are simply industry noise?
Actionable Takeaway by Host Joran Cooney (02:36):
Marketers should remember, "the answers are always in the data." Analytical rigor is key when evaluating AI-driven search trends.

Notable Quotes & Memorable Moments

Garrett Sussman (Director of Marketing, iPullRank):

"I think it's going to expand in that it's going to be additive and we're going to be able to search more things than we ever had before. But I think it's going to decline at the same time, because it's going to be a secondary function of your AI assistant — and it's just going to blend into how you interact with the tech."
(00:49 – 01:08)
Joran Cooney (Host):

"The answers are always in the data."
(02:36)

Important Segments & Timestamps

00:22 – Introduction to Garrett Sussman and the episode’s thematic focus
00:49 – Garrett’s dual perspective on the expansion and decline of AI in search
01:08 – Summary of changing user behavior and technology blending
Closing (02:36) – Actionable advice and where to find more from Garrett Sussman

Closing Tone

The conversation is both pragmatic and optimistic. Garrett and Joran stress the very real opportunities AI search offers, but caution against getting lost in industry hype. Their consensus: SEO professionals must keep their strategies grounded in actual user data and behavior as AI-driven change accelerates.

Missed the episode? This summary covers the core insights and memorable lines, capturing the evolving conversation about the future of AI and search marketing.

Transcript

A (0:00)

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com I'm Joran Cooney and

B (0:22)

joining me today is Garrett Sussman, Director of Marketing at Ipoll Rank. Today, Garrett and I are going to talk about what AI search behavior actually looks like, why conversational search is changing, how people discover information, and how marketers can separate real opportunity from industry noise. Is this transformation of models LLM models using search and search terms going to expand or decline over the next year?

C (0:49)

I think it's going to expand in that it's going to be additive and we're going to be able to search more more things than we ever had before. But I think it's going to decline at the same time because it's going to be a secondary function of your AI assistant and it's just going to blend into how you interact with the tech.

D (1:08)

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B (2:36)

Thank you to Garrett Sussman, Director of Marketing at Ipull Rank for joining us. If you'd like to contact Garrett, you can find a link to his LinkedIn profile in our show notes or on the voiceofsearch.com or or you can also visit his company website, iPoll rank.com if you haven't subscribed yet or want a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.