AI in Search: What Marketers can expect in 2024

The marketing world is changing fast, and AI is at the forefront. It's no longer something out of a sci-fi movie; it’s being used today to connect brands with customers in new ways. For instance, language models are being used for communication strategies, chatbots, and content creation, whereas AI-powered video and image generation tools are used to craft brand campaigns with stunning visuals, making marketing more engaging and impactful.

This might be worrying to some, in the wake of recent AI image generator issues, but I believe those who embrace AI will be the ones leading the way in customer engagement.

A Tale of Two AIs: Impact and Caution

AI can be a powerful tool in marketing toolbox. Look no further than the World Wildlife Fund's (WWF) impactful ad campaign in Germany. They used AI to create haunting pictures showing how iconic landscapes might be badly damaged by climate change by the year 2100. This campaign got people talking about this important issue and encouraged people to act. It's a great example of how AI can be used to spark conversations as well as motivate businesses and individuals to take action towards a more sustainable future.

But AI also comes with a word of caution. There has been a lot of conversations recently around ‘AI Washing’, a marketing strategy used by companies to overstate the extent of AI technology integrated into their products.  This can lead to unrealistic expectations and disappointment when the product fails to deliver as promised.

I also believe clear ethical guidelines are important to prevent misleading marketing that puts profits before people's safety. These safeguards are important to make sure AI improves things, not makes them worse. In fact, there are on-going debates about whether content generated by AI should be clearly marked as such, whether it's images, videos, written content, or any other form. This transparency might be essential for maintaining trust with consumers and avoiding the potential spread of misinformation.

The Rise of AI Search: A Marketer's New Landscape

One of the most exciting areas of marketing right now is AI-powered search engines. These are more sophisticated than older search engines and can understand what people are really looking for when they do a search. This means that the traditional way of doing SEO, which focused on keywords, might need to change. The shift is clearly on the horizon, especially evident in the hardware sector with the rise of one-of-a-kind AI-first devices like the Rabbit R1 Mobile AI, which TechRadar described as “half smartphone, half AI chatbot.”

The concept of "zero-click" search represents the core of this evolution, where AI engines give users the information they want without going through websites, potentially disrupting the established SEO industry valued at $68 billion.

However, rather than posing an obstacle, AI can be seen as a supportive tool. Echoing Steve Jobs' wise words: "Innovation is the ability to see change as an opportunity, not a threat."  This perspective holds relevance in the AI landscape, where vast data volumes can appear overwhelming. Yet, AI-powered tools can quickly handle this information, going beyond what humans can do. This fast processing helps find patterns, trends, and unusual things in how users behave. This gives marketers important insights for making smart decisions.

AI also help enhance customer satisfaction in businesses. A recent IBM study from 2022 revealed that nearly half of companies (48%) leverage AI automation to enhance customer experiences. This should be a wakeup call for marketers to reevaluate their approaches and embrace innovative methodologies to engage their target audience effectively.

Optimising for the AI Age: Three Keys to Success

So, how can marketers adapt in this AI-powered future? Here are three tips you can use to succeed in this new AI-powered marketing world:

1. Move beyond keywords

AI-powered search engines are designed to be more than just keyword matchers; they strive to comprehend the intent behind user queries. This means that for your content to truly resonate with searchers, it needs to move beyond simply cramming in relevant keywords. Instead, focus on crafting content that offers genuine solutions to users' problems. By understanding their pain points and addressing them directly, you'll increase the chances of your content being surfaced by search engines, ultimately connecting you with a more engaged audience.

2. User Experience (UX) is the key

Embracing user experience (UX) entails prioritising factors such as page loading speed, mobile responsiveness, and user engagement on your digital platforms. By enhancing the overall user experience, you create an environment where visitors can navigate seamlessly, access information efficiently, and engage meaningfully with your content. This positive user experience not only fosters satisfaction among visitors but also contributes to improved search rankings. Search engines, including AI-driven ones, recognise and reward websites that prioritise user experience, as it reflects a commitment to providing valuable and accessible content to users. Therefore, investing in optimising UX elements is not only beneficial for your audience but also advantageous for your digital visibility and search engine performance.

3. Leverage AI tools as your strategic partner

Don't underestimate the power of AI tools in your SEO strategy! From crafting compelling content to analysing user behaviour and search trends, AI can be your game-changer. These tools can help you decode the world of Natural Language Processing (NLP), where search engines go beyond just keywords and delve into the meaning and connections between words. By leveraging AI writing assistants, content optimisation tools, and advanced analytics, you can make data-driven decisions to continually refine your content for search. This allows you to create highly targeted content that directly addresses user needs and resonates with the ever-evolving search landscape.

AI is Here to Help, Not Hinder

AI search is great for uncovering user habits, but all that data can be overwhelming! It's like having a mountain of information and needing to find the hidden gems of insight. Here is where AI shines again. AI-powered software excels at processing these massive datasets at lightning speed, compared to the painstakingly slow process of manual analysis. This speed is a big deal. It lets you quickly find interesting things users are doing, both normal patterns and surprising outliers.

However, navigating this rich data landscape can still be complex. To fully unlock its potential, consider collaborating with experts in AI and data science.  These experts offer priceless insights and make sure your plans match the latest practices in the field, maximising the return on your investment in AI search.

Leading the AI Charge

At Schneider Electric, we believe AI has the potential to transform customer experiences. That’s why we've implemented advanced virtual assistants and chatbots into our sales and marketing efforts. From the collaborative data analysis tool, EcoStruxure Resource Advisor Copilot to the in-house conversational assistant Jo-Chat GPT, and our innovative Conversational Search feature, we're embracing AI to enhance the customer experience.

But our commitment to AI extends beyond marketing. We offer customers AI-based solutions through our EcoStruxure platform, empowering businesses across various sectors to optimise their operations.

The AI revolution is upon us, and marketers who embrace it will be the ones who shape the future of customer engagement. So, ditch the fear and start exploring the exciting possibilities that AI offers!