The dawn of a new AI-driven marketing era is upon us

Every day, the Google search engine processes more than 8.5 billion searches. This means that over 99,000 searches are performed every second. For a long time, such staggering numbers of queries served as an undeniable argument for why search engine optimization (SEO) is one of the primary directions in digital marketing. However, today, these searches increasingly end without a single click, without bringing a potential customer to a website, because the search is conducted and the answer is provided to the user by artificial intelligence (AI). For marketing experts, this signals an inevitable need to adapt to a new reality where traditional SEO, as we currently understand it, is dead (yes, once again).

AI overviews

Ironically, it was Google itself that began accustoming people to AI-generated search responses when it introduced the AI Overviews feature last year. These overviews are focused on informational queries. For people searching for specific solutions, such as how to replace a car battery or how to delete photos from an iPhone, AI-generated summaries started appearing at the top of search results. They are designed to quickly answer user queries. However, this solution often completely eliminates the need for users to click on search engine links and visit the websites that describe these solutions. According to Search Engine Land, AI Overviews are currently displayed in more than 20% of searches in the U.S., and this number is rapidly growing in other markets, although this feature is not yet activated in Lithuanian native Google searches.

While AI Overviews contribute to the fact that some users no longer visit websites, they did not directly affect businesses offering products or services.

However, a couple of weeks ago, the situation fundamentally changed when OpenAI introduced a new feature at the end of April that allows ChatGPT to provide personalized product recommendations, offer price comparisons, display product images, and provide direct links to seller websites.

This feature is available to all users, including those not logged into an account. It is crucial to note that ChatGPT does not currently offer the possibility of purchasing advertising, meaning that from now on, every business selling products online and wishing to remain competitive must consider optimization for artificial intelligence.

As SEO specialist Tadas Ukrinas states, “Businesses that do not understand how artificial intelligence shapes search results risk becoming invisible. Optimization for AI is not a choice—it is a necessity to remain competitive and reach the targeted audience.”

SEO expert Tadas Ukrinas (photo by Viktoras Kesminas)

 

From SEO to GEO and AIO

With the development of AI, new terms such as Generative Engine Optimization (GEO) and Artificial Intelligence Optimization (AIO) have emerged.

Unlike traditional SEO, Generative Engine Optimization (GEO) aims to optimize content so that AI-powered search engines can easily interpret it and generate responses. According to Forbes, by 2025, more than 60% of companies plan to invest in GEO strategies to adapt to AI-dominated search.

How do SEO, AIO, and GEO differ? Traditional SEO relies on keywords, external backlinks, and technical website optimization. In contrast, GEO requires a deeper understanding of content.

For example, AI systems like Google Gemini or ChatGPT analyze the context of content and user behavior, necessitating appropriate semantic markup.

- GEO (Generative Engine Optimization): Optimization of informational websites to achieve visibility in AI-generated responses.

- AIO (Artificial Intelligence Optimization): Structuring and optimizing the content of websites offering products and services so that it is easily understandable to AI models.

How is AI changing SEO?

The impact of AI on SEO is multifaceted. First, AI Overviews reduce the click-through rate (CTR), which is one of the SEO signals. A study by Research FDI reveals that when AI Overviews provide a complete answer, only 15% of users click on the source links and visit the website.

Although this is not much, websites that are not included in AI Overviews practically receive no traffic at all (even if they are on the first page of search engine results). This means that websites must compete not only for high positions but also for their content to be included in AI-generated summaries.

Second, AI is changing keyword strategy. Instead of short phrases like “SEO tips”, users are increasingly using long, natural language queries, such as “How to optimize a website for artificial intelligence?” According to Google data, the use of long-tail keywords has increased by 40% over the past year, all thanks to AI.

As SEO specialist Tadas Ukrinas notes, “In the era of artificial intelligence, keywords are becoming conversations. Users ask full-sentence questions, and we need to ensure that our content answers these questions as if we were speaking to them personally.”

Third, AI demands higher-quality content. Research FDI states that AI algorithms prioritize content that is structured, easy to read, and answers specific user questions.

This means that businesses must invest in content creation and technical optimization. Statistics show that websites using schema markup have a 35% higher chance of being included in AI Overviews.

This is a simple but effective way to stand out. Another important point is that artificial intelligence and search engines do not favor AI-generated content and often do not show such results to users. This is significant because, according to Research FDI, AI-generated content accounted for 10% of all online content in 2024.

AI is not only changing search engines but also the job market:

- By 2030, AI could generate a $19.9 trillion global economic impact, contributing to 3.5% of global GDP growth.

- 300 million jobs worldwide could be affected by AI, particularly in administrative and repetitive task areas.

These changes underscore the need for continuous learning and adaptation to the evolving technological environment.

Forbes claims that within the next five years, up to 20% of traditional SEO tasks could be automated. This includes keyword research, link analysis, and content generation.

This may sound threatening until you realize that essentially all these actions have long been automated; currently, SEO specialists use a variety of tools for these tasks, and in the future, AI will handle it all.

So, is SEO dead? SEO is not dead—it has evolved. Artificial intelligence is changing how search engines operate, but it provides new opportunities for those who can adapt. To remain competitive, it is essential to invest in learning, experiment with new methods, and monitor market trends.

As Tadas Ukrinas says:

“SEO has always been about adaptation—to new algorithms, user habits, or technologies. AI is just another stage in this journey. Those who see it as an opportunity to learn and grow will be the ones shaping the future of this field.”