There’s been a lot of conversation in the digital marketing world lately about how AI is changing search. Tools like ChatGPT’s search mode, Perplexity and Claude offer new ways to get information. Google continues to evolve, first with AI overviews and now with the rollout of AI mode in search results.

It’s an exciting time but also one filled with questions for marketers and business owners:

How soon will these new search engines matter to my audience?

When should I start optimizing for AI-driven search results?

At Rhoads Creative, we use the 5% Rule to help clarify those questions.

The 5% Rule: Our Framework for Timing AI Search

The 5% Rule is a simple framework we use to evaluate when a new search engine, particularly an AI-powered one, has become important enough to actively include in a marketing strategy:

When an AI-driven search engine reaches 5% of the total search volume, it’s time to formally incorporate it into your strategy.

Why 5% Is a Line in the Sand

Because history tells us: that’s the barrier very few search engines ever cross.

For the last 15+ years, Google has held around 90% of global search traffic. Alternatives like Bing, DuckDuckGo and Yahoo have come and some have gone, but none have consistently broken the 5% mark. That threshold isn’t theoretical; it’s a data-backed indicator that a search engine has become widely adopted.

That’s why we pay close attention to that number. It’s not about trendiness, it’s about real user behavior.

Today:

• ChatGPT’s share of total search activity is under 1% (currently around 0.67%)
• Most other AI search engines haven’t even reached 0.1%

So while AI search is gaining attention, its actual usage is still in the very early stages. But change could come quickly.

What to Do While AI Search Grows

The 5% Rule doesn’t mean “ignore AI until later.” It means to prepare now, wisely, and intentionally.

At Rhoads Creative, we’ve been experimenting with generative AI since 2020 to understand how it may reshape search visibility. Through that work, we’ve identified eight unique factors that influence how content appears in AI-generated responses, many of which differ significantly from traditional SEO signals.

We test AI search engines regularly across industries, query types, and regions to understand:

• What types of content are cited or summarized
• How search intent is interpreted
• What trust and authority signals influence rankings

Rethinking SEO: Why Keywords Don’t Work the Way They Used To

One early insight?

Throw out your thinking around keywords and keyword volume. It works totally differently in AI search.

That’s why we encourage marketers and business owners to start observing and experimenting now. The more you understand how AI search engines behave today, the more prepared you’ll be to adapt quickly when one of them crosses the 5% threshold.

Stay Ready, So You Don’t Have to Scramble Later

Search is changing, but not overnight. The fundamental shift will happen quietly, then suddenly. And the brands that win in AI-driven search won’t be the ones who chase every headline. They’ll be the ones who watched closely, tested early and moved decisively when the time was right.

That’s precisely what we help our clients do at Rhoads Creative.

We’d love to talk if you’re curious about how AI search could reshape your digital presence or if you just want a more innovative way to prepare. Reach out for a consultation or subscribe to our insights to stay ahead of the curve without the chaos.