AI & SEO Trends Update – 20th March 2026

AI continues to reshape how people discover, consume and interact with information online.

Since our previous AI and SEO update, we have been tracking how search engines, AI platforms and tools are evolving. In particular, we are seeing continued changes in how answers are generated, how content is surfaced, and how these experiences are embedded into everyday user journeys.

Below is a summary of where things currently stand, along with the key developments from the past two weeks.

Key Takeaway – AI Is Expanding Beyond Search Into Everyday Discovery

AI is no longer confined to search engines. It is now being embedded directly into the products people use every day.

With Google continuing to roll out Gemini across its ecosystem, including Maps, and Microsoft expanding AI visibility reporting, the way users discover information is becoming more integrated, conversational and context-driven.

For businesses, this means visibility is no longer limited to search results pages. It increasingly extends across platforms, interfaces and AI-powered experiences.

Trend Direction

• AI visibility extending beyond search: AI is now embedded across tools such as Maps, Gmail and productivity platforms, expanding where discovery takes place.

• AI measurement continuing to evolve: Tools like Bing’s AI Performance report are providing clearer insight into AI citation visibility.

• Search becoming more conversational: Interfaces are shifting towards question-based, natural language interactions.

• Answer-first experiences increasing: More queries are being resolved within platforms, reducing the need for users to click through to external websites.

Update Since Our Last Report

Since our previous update, the overall direction has remained consistent, with continued rollout and expansion of previously announced features.

Bing AI Performance Dashboard Continuing to Expand

Microsoft’s AI Performance report within Bing Webmaster Tools continues to roll out more widely.

The tool provides insight into how often your content is used as a source within AI-generated answers across Bing and Microsoft Copilot.

This includes:

• AI citation frequency

• Pages most frequently referenced by AI

• Queries that trigger citations

• Visibility trends over time

This remains one of the clearest indicators that AI search visibility is becoming measurable.

Read more here:

• https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Preview 

Discover Performance Stabilising Post-Update

Following the completion of the February 2026 Discover update, traffic patterns are beginning to stabilise.

While some fluctuation may still occur, early signals reinforce a continued focus on:

• High-quality, expert-led content

• Depth and originality

• Reduced reliance on click-driven headlines

Read more here:

• https://status.search.google.com/incidents/mYbNTqV1ytDc2fA8hUz4 

New Developments

Google Launches Gemini-Powered Maps Features

Google has introduced a significant update to Google Maps, integrating its Gemini AI model to enhance how users explore and navigate locations.

Two key features include:

• Ask Maps – allowing users to ask natural language questions about routes, locations and stops, with insights drawn from millions of places and reviews
• Immersive Navigation – providing a 3D visualisation of routes, using AI to render buildings, roads and environmental details

Additional enhancements include more conversational voice guidance, Street View previews of destinations and improved alternative route suggestions.

This marks another step in Google embedding AI across its wider ecosystem, alongside products such as Gmail, Docs and Android.

What this means for search and discovery

Discovery is no longer limited to traditional search engines. Platforms such as Google Maps are becoming AI-powered discovery tools where users can:

• Ask questions instead of searching
• Explore options without leaving the platform
• Make decisions based on summarised insights

For businesses, this reinforces the importance of:

• Accurate location data
• Strong review profiles
• Structured and accessible information across Google platforms

Read more here:

• https://blog.google/products-and-platforms/products/maps/ask-maps-immersive-navigation/

AI Discovery Is Becoming More Contextual

With AI now embedded across tools such as Maps, search and productivity platforms, discovery is becoming more context-aware and personalised.

Rather than conducting multiple searches, users are increasingly relying on AI systems to:

• Interpret intent
• Combine information from multiple sources
• Deliver consolidated answers within a single interface

Google’s AI Overviews are a clear example of this shift. These summaries appear at the top of search results, bringing together information from multiple trusted sources to provide a single, synthesised answer.

As a result, users can often find what they need without clicking through to multiple websites. This behaviour is commonly referred to as zero-click search.

What this means for you

Content is increasingly being used as a data source for AI systems, rather than simply a destination for clicks.

Search visibility is no longer just about ranking well. It depends on whether your content is:

• Clear and easy to interpret
• Structured so AI systems can extract key information
• Trusted enough to be selected as a source

In this environment, content that demonstrates strong expertise, clarity and topical authority is far more likely to be surfaced within AI-generated responses.

Read more here:

•  https://mrs.digital/blog/google-ai-overviews-seo/  

What to Look Out For

As AI continues to expand across platforms, you may begin to notice:

• More discovery happening outside traditional search engines
• Increased interaction with AI tools rather than direct website visits
• Greater importance placed on platform visibility, including Maps, reviews and structured data
• Gradual shifts in how traffic is distributed across channels

What We’ll Be Monitoring

Over the coming weeks, we will continue to track:

• Expansion of AI features across Google products, including Maps, Search and Workspace
• Growth of AI citation and visibility reporting across platforms
• Changes to AI Overviews and generative search experiences
• Traffic shifts linked to AI-driven discovery behaviour
• Opportunities to optimise for multi-platform visibility beyond traditional search

If you have any questions about how AI-driven search developments may affect your SEO strategy, get in touch with us today.