Published: 30 January 2024
GenAI is transforming search engine marketing by providing new ways to do research and by altering interfaces in the user experience. Product marketers must adapt their strategies to mitigate potential search engine impacts on competition, interfaces, content strategy and paid advertising models.
Changing competitive landscape. The integration of generative AI (GenAI) tools in search engines, along with the mass adoption of GenAI stand-alone chatbots like ChatGPT, Bard, Copilot and Claude, is altering the competitive landscape in search engine marketing. New entrants — answer engines — are arriving in the form of large language models (LLMs) and their related embedded applications.
New interfaces and user experience. Conversational user interfaces such as voice and text chatbots are providing a richer context for search intent, delivering more precision in search results and better user experience (UX).
Increased need for trusted content. The increasing importance of
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