Artificial intelligence is no longer just shaping how people research. It is beginning to influence which businesses they contact first.
A new analysis from CallRail reviewed nearly 20 million inbound phone calls and identified early signals that AI search tools such as ChatGPT, Perplexity, and Google Gemini are already part of the customer discovery process. While AI-driven calls currently represent a small share of total volume, the trend is meaningful, particularly for legal services, agencies, and other high intent industries.
The most important takeaway is not volume. It is behavior.
According to CallRail’s findings, leads influenced by AI search tend to bypass traditional browsing and comparison steps. In many cases, the phone call is the first meaningful interaction. These callers are highly motivated, further along in the decision process, and expect clarity and responsiveness immediately.
For firms investing in SEO, paid media, and local search, this shift introduces new considerations:
- Attribution models must account for AI-influenced discovery paths
- Response time and call handling matter more than ever
- Visibility across trusted digital sources is becoming just as important as rankings
This moment closely mirrors earlier shifts like the rise of mobile search. Early adopters who adjusted their strategy gained a lasting advantage, while others had to catch up later.
AI-driven discovery is still emerging, but the direction is clear. Firms that align brand presence, analytics, and lead capture today will be better positioned as this channel continues to grow.
We are excited to share that our Founder and CEO, Darcy K. Neighbors, was recently featured on the Traffic to Leads podcast hosted by Ted DeBettencourt, founder of JuvoLeads.
In the episode, Darcy discusses the marketing framework that has helped firms across the country grow with greater efficiency and confidence, combining brand strategy, relationship-driven campaigns, and data-informed decision-making.
Key insights from the conversation include:
- Why Strategic Marketing Summits are replacing traditional discovery calls
- How firms can build long-term brand equity while lowering acquisition costs
- How one organization achieved tenfold growth using CIM’s integrated marketing model
If you would like to discuss how these shifts impact your marketing strategy, our team is always happy to connect.