AI's Impact on Content and Search

How AI Search Will Change Your Content Strategy

The AI large language models (LLMs) of Bing, Gemini, and ChatGPT have been the talk of the digital town. Part of the hype is due to the annual cycle where agencies and marketers focus on how the hot tech of the moment will disrupt the industry and benefit clients.

AI presents the greatest potential for disruption in the SEO and content worlds. Will it replace search entirely? Will SEO pros be replaced by AI? Will content lose its value? While Google's Jack Krawczyk recently asserted that AI is not search, there will be changes, but not the major upheaval some fear.

Looking at past changes to search engine results and ranking factors can give us an idea of where search is headed when AI is thrown into the mix. With the rise of AI chatbots, users are becoming accustomed to receiving answers in their preferred tone, length, and level of detail directly in front of them. This could lead to a shift in user behavior and ultimately change the landscape of search engine results pages (SERPs). Brands will need to anticipate and answer users' questions to stay relevant in this new AI landscape.