Quick definition
Generative search systems read across sources and assemble a written answer in real time. The output is text, not a results page.
What makes it different
Generative search collapses the research step. Users no longer compare ten links; they receive a single composed answer that may cite a handful of sources.
Why it matters for businesses
Generative search rewards businesses that are extractable, structured, and authoritative enough to be included inside the answer. Businesses that are not included lose the opportunity entirely.