GPT-5 finally killed search.
With the new auto-routing system, GPT-5 decides on its own whether to give you a quick answer, run deep reasoning, or search the web. For shopping and research, that means reasoning models by default, the kind that can pull from 100+ sources to build a single answer.
Published: 2025-08-11 | By Stephen Honight, Founder of The Lmo7 Agency
About This Research
This Search Lab case study is part of ongoing research by The Lmo7 Agency into how large language models (LLMs) like ChatGPT, Google Gemini, Claude, and Perplexity handle product discovery, brand mentions, and commercial recommendations. Our research helps consumer brands understand and improve their visibility in AI-driven search.
With the new auto-routing system, GPT-5 decides on its own whether to give you a quick answer, run deep reasoning, or search the web. For shopping and research, that means reasoning models by default, the kind that can pull from 100+ sources to build a single answer.
Why AI Search Visibility Matters
As consumers increasingly use AI assistants to discover and compare products, brand visibility within LLM responses is becoming a critical growth lever. The Lmo7 Agency specialises in helping brands optimise their presence across AI search platforms including ChatGPT, Google Gemini, Amazon Rufus, and Perplexity.
Learn more about our approach in our LLM Visibility Framework or explore our AI search optimisation services.