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With the ubiquity of smart devices today loaded with digital assistants like Siri, Alexa, and Google Assistant, consumers are increasingly turning to voice search as a common way to get quick info or connect with local businesses and services. After all, it’s incredibly easy…
After saying a phrase like “Hey Siri” — or, in some cases, simply the digital assistant’s name — all you have to do is say a phrase or request an action. Your smart device will take it from there, using speech-to-text technology to convert your words into an instant search query. Within a matter of a few seconds, no typing required, you should have a list of relevant resources or hear spoken snippets of top search results.
Is Voice Search Really a Big Deal?
Recent statistics give us a ball park idea of how big voice search has become. The 2022 Smart Audio Report, for instance, conducted by NPR and Edison Research with over 2,300 study participants, showed that “62% of Americans 18+ use a voice assistant on any device, and those devices can include: smart speakers, smartphones, TV remotes, in-car systems, a computer/laptop, tablet, among others.”
Okay, okay… so people use their voice assistants, but how frequently are they using voice search, really? Another voice search survey involving about 600 consumers of varying ages found that “58% of consumers ages 25-34 use voice search daily. Meanwhile, 43% of consumers 55 years or older leverage voice search weekly.”
And here’s the thing: those numbers are a floor, not a ceiling. In the years since those studies, voice has only become more woven into daily life, and it’s no longer just about asking a speaker for the weather. (More on that in a second.)
Voice Search Has Quietly Merged with AI
Here’s the shift that matters most heading into 2026: the line between “voice search” and “AI search” has all but disappeared. The same conversational, question-shaped way people talk to Siri or Alexa is exactly how they now talk to AI assistants and answer engines. Think Google’s AI Overviews, ChatGPT, Gemini, and Perplexity. Whether someone types or speaks, they’re increasingly asking full questions and expecting a single, direct answer rather than a page of blue links.
For your brand, that means optimizing for voice and optimizing to be the answer an AI gives are really the same project now. It’s the natural evolution of voice search. Sometimes it is called generative engine optimization (GEO), and the brands that get cited are the ones whose content clearly, concisely answers the questions their customers are actually asking. (We dig into this further in how LLMs and other AI tools are reshaping modern marketing and SEO and changing search behaviors in the age of AI.)
Why Does Voice Search Matter for Brands?
So, what’s it to you? Put simply, if voice search is one of the major ways your audience is searching online, it’s your brand’s job to be easily found via that channel. (Keep reading for more on how to do this.)
Plus, this is key: voice search affects B2B and B2C markets alike. Since it’s an overarching trend in how consumers are finding brands and engaging with them online, it applies to most industries and businesses.
How to Optimize For Voice (and AI) Search for Your Brand
To make your brand voice- and AI-search friendly, here are some things your marketing team or marketing partner should consider:
- Integrating conversational keywords into your SEO strategy to reflect common speech patterns (e.g., “Where can I get the best sushi near me?”)
- Structuring content to answer specific questions directly and concisely, so assistants and AI overviews can quote it cleanly
- Adding clear FAQ-style sections that mirror how people actually ask (and backing that markup with visible answers on the page)
- Devoting greater attention to optimizing your online presence for mobile users, since many voice searches are conducted on mobile devices
- Strategically emphasizing your brand’s location or service area, since many voice searches are related to local goods and services
- Enhancing the overall brand experience online to make the buying experience more enjoyable for customers
An excellent marketing partner will help your brand adapt to voice and AI search while also maintaining your core Search Engine Optimization strategies. The goal should be a strong, user-friendly online presence across voice, AI answers, and more “traditional” search alike.
Frequently Asked Questions
What is voice search optimization?
Voice search optimization is the practice of shaping your website and content so it’s easy for digital assistants (like Siri, Alexa, and Google Assistant), and increasingly AI answer engines, to find, understand, and read aloud as a direct answer. In practice, that means writing in natural, conversational language, answering specific questions clearly, and keeping your local business details accurate.
Is voice search the same as AI search?
They’re converging fast. Voice search and AI search (tools like ChatGPT, Gemini, Perplexity, and Google’s AI Overviews) both reward the same thing: clear, conversational content that directly answers a question. Optimizing for one increasingly helps you show up in the other.
How can my business show up in voice and AI search results?
Focus on conversational, question-based content, concise direct answers, strong local signals (Google Business Profile, consistent name/address/phone, reviews), and a fast, mobile-friendly site. A digital marketing partner can help you prioritize the right moves for your industry and audience.
Future-Proof Your Digital Marketing with the Right Partner
The digital landscape, and therefore digital marketing, are continually changing. As technology advances, consumer use of voice and AI-assisted search will keep rising and yield even more personalized results, especially as voice recognition and AI improve. We may also see increased “voice commerce” consumers using their smart tech to make purchases directly through a verbal interface.
To navigate all this growth in technology, make sure you have an adaptable, proactive digital marketing partner to help effectively connect your brand with current and prospective customers. With more than 40 years of experience, Asen exists to help brands like yours thrive in a wide range of B2B and B2C industries. We stay on top of user trends like voice and AI search and implement SEO-friendly digital marketing tactics that optimize campaigns because what we do is all about ensuring the brands we serve see results.
If you’re looking for a team to discuss the right voice and AI search tactics for your business, we’d love to talk! Learn more about our digital marketing services or reach out to us today. You can also follow us on social media (@thrivewithasen) for more content like this!
Authored by Dave Bloom, Digital Strategist at Asen. With a decade of industry experience and an MBA from the University of Rochester, Dave specializes in SEO, digital marketing, and website strategy, helping brands optimize for emerging trends like voice and AI search to enhance online visibility and drive measurable results.