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Traditional search engine volume is expected to decline by 25% by 2026 as search marketing loses market share to AI chatbots and other virtual agents. Market research firm Gartner predicts that companies will be forced to rethink their marketing channel strategies.
“Organic and paid search are important channels for technology marketers looking to achieve their awareness and demand generation goals,” said Alan Antin, vice president at the company.
“Generative AI solutions are becoming alternative response engines to replace user queries that were previously performed in traditional search engines. As GenAI becomes more integrated into every aspect of a company, companies will will need to be reconsidered.”
The company says GenAI reduces content production costs and impacts activities such as keyword strategy and website domain authority scoring. “Content usefulness and quality remain the most important factors for success in organic search results, so search engine algorithms are increasing the quality of content to offset the sheer volume of content generated by AI. There will be more emphasis on it.” –
“There will also be a greater focus on watermarks and other measures to authenticate high-value content.Government regulations around the world are starting to require identification of marketing content assets created by AI. “This could impact how search engines display such digital content.”
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