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IdeasNovember 22, 2024

Generative AI Takes Over Search: What Comes Next?

Featured in MartechAsia

Fe Husaint

Written byFe HusaintAPAC | Managing Director APAC

Fe has a hybrid skillset encompassing creative, strategy, business development and team building. Fe is passionate about building brands by providing clients and consumers with the ultimate brand experience. She has been recognised as Campaign Asia-Pacific ‘Women Leading Change of the Year’ Finalist in 2021 & Winner for ‘Mentor of the Year 2021’ and ‘Innovator of the Year 2023’.

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With the rise of generative AI, the traditional role of search engines is being challenged as advanced AI-powered chatbots provide users with new methods of obtaining information.

Brands and publishers are facing an increasingly complex SEO landscape, adjusting to significant changes. Search engines are no longer the dominant gateway to knowledge and discovery. More and more, individuals are seeking information on platforms like YouTube, TikTok, and Instagram—reshaping how content is both discovered and consumed.

According to GWI, just 84% of people globally continue using search engines for brand-related queries. In 2024, only 64% of Gen Z reported using search engines for this purpose, compared to 94% of Baby Boomers—a notable 30% decline. This trend reflects a significant generational change in search behavior.

With search habits evolving and generative AI leading the charge, how can brands keep up and stay visible? Will social-first strategies become the new norm for search, or is there still room for traditional SEO to shine? Dive deeper into these questions and explore what it takes to adapt in this rapidly changing landscape!

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