In 2025, search marketing has entered a new era. The shift from People-Also-Ask (PAA) boxes on Google to People-Also-Prompt (PAP) systems in AI-driven search engines is reshaping how marketers and researchers discover, structure, and present information. For years, SEOs relied on scraping PAA questions to better understand user intent. Now, with AI assistants such as ChatGPT, Perplexity, Gemini, and Claude influencing how people query information, the focus has moved from keywords to prompts.
This article explores how businesses, researchers, and digital marketers can adapt their strategies, what tools and methods work best, and how this evolution impacts visibility and conversions worldwide—especially in the U.S. market, where AI adoption in search is growing the fastest.
The Evolution: From “Ask” to “Prompt”
In the early 2020s, Google’s People-Also-Ask (PAA) feature was one of the most valuable SEO resources. Marketers used it to identify long-tail questions, build FAQ-rich content, and capture zero-click traffic. Research from SEMrush showed that nearly 48.6% of Google search queries in 2023 contained a PAA box (SEMrush, 2023).
But the rise of AI-powered search has changed the landscape. Instead of typing keywords, users now issue prompts to conversational systems. This has given rise to People-Also-Prompt (PAP): a system where AI suggests related prompts, not just related questions.
For example:
- Old model (PAA): “What is content marketing?” → Related PAA: “Why is content marketing important?”
- New model (PAP): A user asks, “Write me a content plan for a small business,” and the AI suggests:
- “Generate blog post titles for my niche.”
- “Show me competitor strategies.”
- “Give me data-backed content ideas.”
The difference is profound: questions have evolved into action-driven prompts, reshaping both SEO and research tactics.
Why This Shift Matters in 2025
- AI is now the default search companion.
According to Statista (2025), 62% of U.S. internet users rely on AI assistants for daily search tasks ranging from shopping decisions to research. - Prompts replace keywords as the discovery layer.
Prompts contain intent, tone, and context—making them richer signals than traditional keywords. - Visibility now means being cited in AI responses.
Instead of focusing only on Google rankings, brands must optimize to be referenced in AI-generated outputs, which depends on structured, authoritative, and prompt-ready content.
Research Tactics for the PAP Era
To succeed in this new ecosystem, marketers must adapt their research playbook. Here are the most effective PAP tactics for 2025:
1. Reverse-Engineer AI Prompts
Just as SEOs once scraped PAA data using tools like AnswerThePublic, today the focus is on AI prompt libraries. Platforms such as PromptBase and FlowGPT reveal the prompts people actually use. Analyzing these offers insight into People-Also-Prompt patterns.
Pro tip: Enter your target queries into AI tools and note the suggested follow-up prompts. These can be mapped into your content strategy to anticipate user intent.
2. Create Prompt-Friendly Content
Traditional SEO favored keyword density and question-based headlines. PAP research requires AI-friendly content, which means:
- Writing clear, concise definitions for easy AI extraction.
- Providing step-by-step frameworks since LLMs favor structured guidance.
- Embedding data and citations, which increase chances of being cited by AI systems.
For instance, instead of writing “Email Marketing Tips,” create “Step-by-Step Email Marketing Workflow for Small Businesses (with Data)”. This format aligns better with prompt-driven responses.
3. Leverage AI Research Tools
Research is no longer about scraping SERPs—it’s about prompting AI to simulate user journeys. Useful tools include:
- Perplexity.ai – provides AI-powered answers with citations.
- ChatGPT with browsing enabled – useful for testing how AI interprets prompts.
- Ahrefs and SEMrush – still vital for keyword data, but now also for cross-checking prompts against search demand.
4. Optimize for GEO: Generative Engine Optimization
Generative Engine Optimization (GEO) is the new SEO—focusing on AI-driven discovery. Core tactics include:
- Adding FAQ and how-to schema markup so AI can parse structured responses.
- Using context-rich subheadings that mimic natural prompts.
- Creating multi-format content (text, video, infographics) to give AI diverse references.
As Mr. Phalla Plang, Digital Marketing Specialist, explains:
“In 2025, the winners are not just those who rank on Google, but those who get cited by AI. GEO is not optional—it’s survival.”
5. Measure PAP Visibility
Unlike traditional SEO, PAP visibility is harder to track. But new tools are emerging:
- AI citation trackers monitor how often your brand is referenced in AI outputs.
- SERP AI analytics show brand mentions in AI-generated summaries.
- User journey mapping combines old SEO data with new AI query paths.
Storytelling: A Tale of Two Brands
Consider two e-commerce brands in the U.S.:
- Brand A relies on keyword-based SEO and ranks for “best running shoes 2025.” However, it notices declining traffic because users are asking Gemini and Perplexity directly.
- Brand B restructures its content into prompt-based guides like “Generate a personalized running plan with shoe recommendations.” AI search engines cite Brand B’s structured content. Within six months, Brand B sees a 35% increase in conversions, while Brand A struggles.
This illustrates how prompt-first strategies deliver a competitive advantage.
Future of PAP Research (2026 and Beyond)
The People-Also-Prompt system will continue evolving in three key ways:
- Hyper-personalization: AI prompts will adapt to individual histories, locations, and even biometrics.
- Multimodal prompting: Users will blend text, voice, and images to interact with AI engines.
- Prompt marketplaces: Businesses may soon optimize for, or even sponsor, AI prompt suggestions.
This means continuous experimentation, measurement, and adaptation will define the winners of tomorrow.
Key Takeaways
- PAA focused on questions; PAP emphasizes action-driven prompts.
- Prompts provide deeper intent than keywords.
- Tools like Perplexity, FlowGPT, and PromptBase are essential for PAP research.
- GEO is the new SEO—optimize for AI citation rather than just Google rankings.
- U.S. adoption is leading the trend, making early adaptation critical for global brands.
Conclusion
The shift from People-Also-Ask to People-Also-Prompt is more than a technical change—it’s a cultural shift in how people search and how businesses must respond. For brands and researchers, adapting to PAP means new opportunities to build authority and visibility.
The future belongs to those who don’t just optimize for search, but for prompts—the new language of discovery.
References
Ahrefs. (2024). Search behavior trends report. Retrieved from https://ahrefs.com
Perplexity.ai. (2025). AI search engine overview. Retrieved from https://www.perplexity.ai
PromptBase. (2025). Prompt marketplace insights. Retrieved from https://promptbase.com
SEMrush. (2023). People Also Ask data study. SEMrush. Retrieved from https://www.semrush.com
Statista. (2025). Artificial intelligence adoption among internet users in the United States. Retrieved from https://www.statista.com
