How AI Search Changes Publisher Audience Strategies: Intent-Based Segmentation Explained

For publishers, one of the most cited observations about AI search is that users who click through are more intentional than those arriving from traditional search engines. While AI may reduce referral traffic, these users are more likely to engage and become loyal readers. However, this view oversimplifies a more nuanced reality.

AI search users don’t represent a monolithic audience. Their intentions vary widely and can evolve within the same conversation. While engagement remains the ultimate goal, understanding the journey before conversion is critical. The modern funnel looks different than it did in traditional search.

What the AI Search Funnel Looks Like Now

One of the most insightful attempts to map AI search user behavior comes from Scrunch, an AI search analytics company. While its study focuses on AI search behavior around GLP-1 medications like Ozempic, the findings about intent-based user segmentation apply broadly to publishers.

The study classifies AI search users into distinct categories based on intent:

• Knowledge seekers: Curious but uncommitted users exploring a topic.
• Evaluators: Users comparing options or seeking deeper analysis.
• Access seekers: Users ready to take action or make a purchase (a small but high-value group).
• Post-decision users: Users navigating side effects or planning regimens (combined categories from the original study).

Each category has different conversion likelihoods and tendencies to shift between stages. Access seekers, though valuable, represent only 9% of AI search conversations. Evaluators, a much larger group at 20%, may offer greater aggregate opportunity despite lower immediate conversion rates.

The Publisher Audience Inside AI Search

The Scrunch study’s taxonomy can be adapted to publisher audiences. Here’s how:

1. Orientation Readers

These users are new to a topic or seeking the latest updates. They want foundational knowledge or breaking news summaries. Their intent is exploratory, and they may not yet be ready to engage deeply.

2. Evaluation Readers

This group seeks more than surface-level information. They actively request analysis, multiple perspectives, or comparative insights—all within an AI conversation. They’re still researching but are closer to making a decision.

3. Action Readers

Users in this category have a clear goal, such as subscribing to a newsletter, purchasing a product, or taking a specific step. They need direct guidance, recommendations, or a clear path to action.

4. Support Readers

These users have already taken action and now seek ongoing support, updates, or deeper engagement with a topic or brand. They represent a post-conversion audience with sustained interest.

While these categories are not universal, they highlight the diversity of AI search users and the need for publishers to tailor strategies accordingly.