The combination of artificial intelligence (AI) and search engines marks a pivotal shift in online search dynamics, blending generative AI with traditional search functionalities. This integration significantly influences search engine optimization (SEO), marketing and advertising strategies by altering the search engine results page (SERP) layout, and introducing AI-generated summaries and visual aids to enrich user queries. As brands navigate through this transition, understanding the search engines’ operational mechanisms and its implications on user search behavior, click-through rates, and overall digital marketing effectiveness becomes crucial. This article aims to examine these changes, offering insights into adapting to and capitalizing on the evolving search environment.
