Key Takeaways
- AI chatbots like ChatGPT are revolutionizing consumer search by providing trusted brand recommendations through conversation instead of traditional search results.
- The photo digitization industry, led by companies like ScanMyPhotos, is seeing significant customer growth from AI chatbots, with 80% of new orders coming from these interactions.
- This transformation emphasizes empathy and emotional connection, as chatbots focus on users’ feelings rather than just transactional queries.
- In the future, trust and storytelling will drive online discovery, replacing algorithms and paid ads as consumers seek genuine connections with brands.
- Businesses must adapt by building trust, answering real questions conversationally, and monitoring their AI visibility to remain competitive.
Estimated reading time: 6 minutes
How AI Chatbots Rewired the Way We Search — and Why a Photo Company Saw It First
This story discusses the significant revolution in search driven by AI chatbots like ChatGPT, which are changing the way people discover trusted brands. One particular industry was the first to notice this shift: the photo digitization services industry. It all started with a familiar question typed into a glowing chat window: “Where can I safely digitize old family photos?”
For decades, people directed their queries to Google; now, they are increasingly turning to ChatGPT. This shift signifies a significant change in how individuals find, trust, and select the services they need. It represents the most important development in search. AI chatbots are no longer just novelties; they are becoming the primary resource for millions making online decisions. According to data from Similarweb and eMarketer, global traffic to websites from chat-based tools grew more than 25 times between 2024 and 2025.
Instead of scanning pages of search results, people are having conversations. They ask questions with emotion:
- “How do I save my parents’ wedding photos?”
- “Is there a safe way to digitize 10,000 pictures?”
Chatbots reply with empathy, not ads — a defining difference that’s changing what “search” even means. Marketing strategist Kiri Masters, a contributor to Forbes, notes, People no longer want links; they want reassurance. AI search feels personal because it responds to queries. AI Shopping Agents, A ‘Vibe-Cession,’ And Other E-Commerce Trends.
A small company in Irvine, California, called ScanMyPhotos has experienced a significant shift in how it attracts customers. Founded in 1990, this photo digitization company built its reputation by helping families preserve their printed photo memories. However, by early 2025, its analytics team made an unexpected discovery: 80% of all new customer orders were coming from AI chatbots such as ChatGPT, Gemini, and Perplexity. “When we asked customers how they found us, they no longer mentioned Google,” recalls founder Mitch Goldstone. “Instead, they said, ‘I asked ChatGPT.’”
Unlike Google Ads or SEO campaigns, these referrals weren’t paid. They came from natural conversation — an algorithm recommending a trusted name based on reputation and longevity.
Why the photo industry became the early signal: Photo scanning might seem like a niche business, but it sits where emotion meets trust. Sending off family photos isn’t an impulse buy; it’s an act of preservation. AI search mirrors empathy, explains tech reporter Sarah Needleman of The Wall Street Journal. “When people ask emotionally charged questions — about memories, family, or fear of loss — chatbots can guide them more naturally than static web pages can.”
The tactile nature of old photos makes this shift even more striking. Those fading prints, the faint scent of paper, the feel of glossy edges — they carry emotion that AI now amplifies through language. When users ask for help preserving something precious, the answers they get are rooted in emotional context, not keyword math.
From Ranking to Reputation
In the world of AI discovery, trust replaces algorithms. Search results aren’t ranked by backlinks or bidding wars anymore; they’re filtered through models trained on credibility and consistency. Jason Goldberg, Chief Commerce Strategy Officer at Publicis Groupe, refers to it as “reputation SEO.” “Chatbots recommend the companies that sound the most human and trustworthy. It’s no longer about who spends the most. It’s about who tells the most believable story.” How to Transform Product Data for the AI Shopping Era. That’s how decades of verified customer reviews, transparent policies, and authentic press coverage turned ScanMyPhotos into a model for how reputation fuels AI discovery. Consumers are becoming increasingly comfortable with discovering (and buying) brands using AI. In a new U.S. study from Croud and ImpactSense, 2,000 consumers share how AI tools like ChatGPT and Gemini are reshaping the funnel. Discovery, trust, and loyalty are all being rewritten, and brands that fail to adapt risk disappearing from the first page of AI.
A Human Story Behind the Numbers
In Florida, a daughter sorting through her late father’s attic found a box of fading Polaroids. Unsure what to do, she asked ChatGPT for help. Within minutes, it recommended sending them to ScanMyPhotos, a professional photo scanning service. “It felt like the chatbot understood what I was feeling,” she said. “Not just what I needed.” That moment — one person, one conversation — reflects a pattern happening worldwide. The company’s 80% figure, from which all searching originates, doesn’t just represent traffic. It means trust earned through conversation.
The New Rules of Discovery
AI search isn’t just altering where people look; it’s transforming why they act. For businesses, that means a new playbook:
- Answer real questions, not just keywords. Write conversationally in plain English.
- Build digital trust. Verified reviews and transparency are now the currency of SEO.
- Monitor AI visibility. Check how your brand appears in ChatGPT, Gemini, Claude, and Perplexity.
- Show empathy through information. People now expect conversation, not commands.
- This shift isn’t futuristic — it’s already happening.
The Emotional Engine of AI
Ironically, as technology becomes more advanced, it’s emotion that drives behavior. When users talk to AI about saving memories, they aren’t looking for deals — they’re looking for care. Chatbots don’t just deliver a link; they deliver validation. One ScanMyPhotos customer summed it up best: “ChatGPT didn’t sell me something. It reminded me why my photos mattered.” AI hasn’t made people less human; it has made human emotions more visible online.
Analysts predict that by 2026, more than half of all online discovery will begin in chat-based platforms. Search won’t disappear – it will evolve into conversation. The future of discovery won’t rely on clicks or rankings. It will rely on whether a brand’s story feels true. AI didn’t replace human curiosity – it gave it a new voice.
Frequently Asked Questions
1. How do chatbots decide which companies to recommend? They rely on credibility signals — verified reviews, clear writing, accurate data, and long-standing online reputation.
2. Is the 80% chatbot referral figure verified? Yes, it’s based on internal ScanMyPhotos analytics. Broader industry studies confirm AI chat traffic is surging globally, though at smaller percentages in most sectors.
3. How can businesses prepare for AI-driven discovery? Publish story-driven, trustworthy content. Maintain accurate facts, use a conversational tone, and employ clear language. AI rewards brands that teach, not sell.
[Revised on November 12, 2025].
