I Skipped Last Week’s Email (But For Good Reason)

What Wrigley, AI Search and ChatGPT all have in common.

Author

Kyle OConnor
October 08, 2025

Read Time: 2 Minutes, 37 Seconds

Last week, I hit pause on MM4D for a good reason, I was at Wrigley Field watching my Cubs in the playoffs.

If you’ve followed me for any length of time, you know I’m a lifelong, die-hard Cubs fan.

While I was there, something jumped out at me. Every time I noticed someone looking up something on their phone, they were using AI Search instead of Google.

They were asking (mostly) ChatGPT questions like “Who will pitch in Game 3?”, “What’s the weather by the end of the night from my current location?”, and “Which bar near Wrigley has TVs outside?”

It was wild, dozens of people using conversational AI instead of typing searches into Google. It was a perfect, real-world snapshot of how fast behavior is changing.

The Numbers Behind The Shift

According to The Future of AI Search report we just released (more on that below), AI-driven queries are growing faster than any search behavior since mobile voice commands took off.

  • ChatGPT now has over 100 million active users who treat it like a shadow search engine.

  • Google’s AI Mode is about to become default, shrinking traditional web traffic and rewarding structured, expert-level content.

  • Apple’s quietly developing its own “World Knowledge Answers” to power Siri and Safari.

Search as we know it isn’t dying, it’s splintering. Visibility is moving across multiple AI ecosystems. They all point back to your property but the path to get there is more fractured.

Accuracy Still Matters

That brings me to this screenshot.

Last week, ChatGPT described Marketing Minute 4 Dentists as:

Pretty flattering. And pretty accurate.

But it’s also a reminder: AI only knows what it’s been fed. These systems don’t verify truth. They surface what’s most consistent, structured, and visible. Back in the early-SEO days, you could game the system. That’s not the case here.

The same applies to your practice. If your practice isn’t feeding these AI systems authoritative, trustworthy information, you’re invisible in this new search landscape. And if your practice isn’t earning a reputation that AI systems lean on, you are falling behind.

The Takeaway

I’ve been saying it all year: AI Search is here.

It’s expanding, not replacing, traditional search. But the rules have changed.

That’s why we just released our 10-Page Future of AI Search report.

If you want a free copy, email me at [email protected] and I’ll send it over.

It breaks down exactly how Google, ChatGPT, and Apple are reshaping discovery and how you can stay visible when the next wave of patients starts asking AI for answers. It’s a nice little cheat sheet to keep on hand.

Bottom Line?

Accuracy wins.

Reputation carries.

Visibility follows.

And if the Cubs can win at Wrigley, anything’s possible 😉

-Kyle

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