How AI is changing our online communication
The conversational revolution
Revolution is a big word, but let's be honest: the way we search for information online has completely changed. Do you remember how we used to feed search engines with keywords and stubbornly formulate our texts according to keywords?
Today we talk to ChatGPT, Gemini & Perplexity - as if they were our digital buddies - websites are slow to catch up.
In my last blog articles, I have adapted to the new circumstances and opted for conversational writing.
What does "conversational" actually mean?
Conversational sounds complicated, but it's actually really simple: it's about conversations, about natural communication, about conversation. This is exactly what is changing the entire online world. Voice search, AI tools, even the traditional search engines are more or less frantically changing their answers - keyword featured snippets etc. .
From keywords to a real conversation
Instead of saying: "Best hairdresser in Hamburg"
you now use the usual spoken language: "Alexa, I'm looking for a hairdresser in Hamburg who is good at highlights and doesn't cost more than €50."
We now have real dialogs with machines - AI tools with their so-called Long Language Models (LLM) have thus become "real" conversation partners or valuable assistants.
The challenge for companies
What does this mean for companies? Well, simple keyword optimization is probably no longer enough.
Today, if you want to be found, it's about becoming part of the "chat conversation". Suddenly, the original skills of a good "time-honored merchant" apply again, namely understanding the interests and needs of your customers in depth and articulating them appropriately.
The superficial search for individual words or keywords seems to be slowly coming to an end.
Authenticity is key
Authenticity is the key, I believe. Anyone who says they know how this new game really works is, in my opinion, going out on a limb.
But one thing should be clear, the more human-like AI systems become, the more important your genuine, distinctive "voice" is likely to become, including in your writing.
- It's not about being perfect, but authentic, genuine & unique
Man & machine - a surf session
A wild wave ride - imagine the AI comes at you as a wave, you paddle it confidently and surf it to the beach.
In this comparison, your creativity, passion and uniqueness give you the stability, agility and experience needed to ride waves.
Our hope: a technology that we learn to deal with, act with and use for ourselves. It should not devour us, but rather the interaction between man and machine should reinforce the human essence instead of replacing it.
Let's stay in the picture, surfing is exhausting and requires a lot of skills. However, if you manage to withstand the challenges, it's not only an extremely fulfilling feeling, but it's also really fun.
Looking ahead
The conversational revolution is no longer a dream of the future - it is already in full swing. Companies that understand now how to become part of this new "chat culture" should be able to take advantage of it.
Note: This article was created with the help of Perplexity, but has been lovingly reworked to give it a very human touch.
Facts from the sources used:
Growth of AI-supported search engines:
Platforms such as Perplexity are experiencing rapid growth, with over 100 million search queries per week in 2025. This shows that AI-based search systems are increasingly being used, even if they are still far behind the volumes of traditional search engines such as Google 3 5.
Integration of AI in voice assistants:
Amazon plans to integrate ChatGPT into Alexa to enable more complex and conversational responses. This suggests that voice assistants could play a central role in AI-powered search 2.
The future of search and SEO:
The importance of semantic SEO and adaptation to large language models (LLMs) is becoming increasingly important. Companies need to optimize their content so that it is relevant for both traditional search engines and AI systems 5 6.
Change in user behavior:
People are increasingly using natural language input and expect personalized, context-related responses. This is particularly evident in the increasing use of voice search and AI assistants 6 7.
