AI search describes search experiences that use AI to interpret questions, retrieve information or generate answers with supporting sources. Products differ: some combine generated answers with ordinary search results, while others support a longer conversation or research workflow.
For a business, the practical task is to make its public information accurate, useful and discoverable, then evaluate each product separately. A brand mention, a linked citation and a visit to the website are different observations. None by itself establishes that the visitor became a qualified lead.
Example
A hypothetical customer might ask an AI search tool how to prepare for a website redesign, then open a cited planning guide. The business could separately record the observed citation, identifiable referral visit and any completed enquiry, without treating them as interchangeable metrics.