The marketing world is witnessing an ever faster shift in the evolution of SEM and SEO practices, fuelled by AI advancements - such as ChatGPT Search.
But how can the new player steal market share from Google? The answer is in information architecture for the ordinary consumer.
Recently, OpenAI’s ChatGPT has introduced an embedded search functionality, significantly altering how consumers access information.
This AI-driven method delivers comprehensive, curated, directly responsive content in the same chat window, contrasting sharply with the ‘traditional’ search engines that list multiple links, often cluttered with sponsored content.
This change suggests several strategic shifts:
1) SEM Budgets Must Adapt: Diversifying investments will become crucial as the AI search option gains traction, providing a more direct and refined user experience.
2) Rethinking SEO: As AI simplifies access to information, brands need to develop more targeted SEO strategies that align with AI-curated content delivery, moving away from conventional link-based tactics.
3) Brands Evolving into Content Creators: In light of collaborations between OpenAI and media powerhouses like the Financial Times and Condé Nast, brands are compelled to produce content that rivals traditional journalism in quality.
As we move forward, it’s clear that AI is slowly but surely reshaping how brands engage online, compelling marketers to reassess their digital strategies to stay relevant and crucially can measure AI mental availability within these content platforms.
#DigitalMarketing #AI #ChatGPT #SEO #SEM #BusinessStrategy #Innovation
Associate Zoho Developer
8moAI makes work easier