AI Search Is Splintering: Here’s Why That’s Good for Marketers
Due to the rapidly changing environment of AI related content, we are choosing to post often. This means that we are not reviewing and editing content as we usually would. We are choosing quantity because there is SO MUCH to learn, and we hope you find this content useful. You may also find information that is dated, again, because it is changing SO FAST. This is an exciting time that is full of opportunities!
TL;DR
AI search engines like ChatGPT, Grok, and Perplexity are evolving rapidly, each carving out a distinct role in the marketing stack. From real-time research to creative ideation, marketers now have specialized tools for every stage of strategy.
How Are AI Search Engines Differentiating?
Perplexity is positioning itself as the go-to for factual, real-time search.
Perplexity is becoming the marketer’s research assistant.
It delivers fast, citation-backed answers and is optimized for live data. This makes it ideal for competitive analysis, trend tracking, and campaign validation. Unlike traditional search engines, Perplexity doesn’t just link, it explains.
Source: Cybernews
ChatGPT is doubling down on creativity and long-form content.
ChatGPT is evolving into a full-cycle content engine.
With improved citation capabilities and deeper context handling, it’s now better suited for ideation, drafting, and even coding. Marketers are using it to build out campaign narratives, generate ad copy, and automate workflows.
Source: Cybernews
Grok is emerging as a social-first AI assistant.
Grok is gaining traction for its real-time conversational capabilities.
Integrated with social platforms, Grok is ideal for engagement, sentiment analysis, and live customer interaction. It’s not just answering questions, it’s joining conversations.
Source: BytePlus
What’s New in AI Search Features?
Deep Research is changing how marketers gather insights.
AI search engines now offer full-cycle research reports.
ChatGPT, Google Gemini, Perplexity, and Grok have rolled out “Deep Research” features that automate multi-step research tasks. Marketers can now submit a query and receive a comprehensive, sourced report. Saving hours of manual work.
Source: PCMag
What Should Marketers Do Next?
Use the right AI for the right job.
The future isn’t about picking one AI, it’s about building a stack. Perplexity for research, ChatGPT for creation, Grok for engagement. We are already helping clients navigate this shift. Let’s get strategizing.
founder
ABOUT THE AUTHOR
Matt Timm
Matt’s the founder of this thing we call Magnetic North. He has a degree in Electrical Engineering and an MBA, and spent over 20 years in industry in a variety of Sr./Executive leadership roles. This is his 3rd startup and his favorite. Matt says "It’s an awesome place to work where we challenge each other as we continuously strive to grow our clients’ businesses. I feel great about the fact that we’ve collectively built exactly the culture I’ve always wanted to have in a workplace without any corporate bobble-heads telling me what we cannot do. We work really hard, we get results, we goof off, we’re transparent and we trust each other."