AI Is Reshaping SEO – Why Brands Must Adapt Now

Today’s Reality: Search is undergoing a seismic shift. The familiar world of “10 blue links” is giving way to AI-driven answers that often eliminate the need to click through to websites. Gartner predicts traditional search volume will drop 25% by 2026, and that organic traffic could shrink by over 50% as users embrace AI-powered search. In fact, zero-click searches (queries answered directly on the results page or via an AI snippet) now account for over 65% of all Google queries. This isn’t a far-off future – it’s happening now, and marketing leaders in every region (from North America to MENA to China) need to take notice.

The AI Disruption of Search Behavior

Generative AI has upended how people find information. Users are increasingly asking AI assistants for answers instead of combing through multiple webpages. For example, rather than clicking through a dozen links to compare products, a user might simply prompt an AI: “Compare Salesforce vs. HubSpot for a 10-person sales team”. The AI will instantly summarize the pros and cons – no further search required. As one commentator quipped, “the ‘10 blue links’ are being replaced by one smart box.”

This new AI-powered search experience is evident in Google’s own evolution. With its Search Generative Experience (SGE), Google now often provides an AI-generated overview at the top of search results, giving users a synthesized answer with key points, sources, and follow-up questions. Users can get what they need without ever leaving the results page. In one example, a simple search for “orangutans” produces an AI-written summary about the animal, with citations to the sources used. Below is an illustration of Google’s SGE interface in action, highlighting how sponsored results and AI snapshots coexist:

Example of Google’s Search Generative Experience (SGE) for a query (“mattress”), showing a generative AI snapshot along with shopping and search ads. The AI overview provides key information directly on the search page, reducing the need to click through to websites.

For brands, the implications are huge. Users are no longer “googling” in the traditional way; they’re getting instant answers via AI. A recent Forrester survey found nearly 1 in 3 marketers globally have seen a drop in organic search traffic, and 52% attribute it to AI-generated answers displacing traditional results. Notably, 40% of Gen Z now prefer using AI tools like ChatGPT for product discovery over search engines – a generational shift that can’t be ignored. In the Middle East and North Africa (MENA), where mobile and voice search usage is high, consumers are also quickly embracing conversational AI. Marketers in MENA are adapting content for natural-language queries and Arabic localization to stay visible as search behavior changes.

Even China – a market with its own ecosystem – mirrors this trend. Chinese search engine Baidu reports that in 50% of user queries, AI now provides the answer directly without any clicks. Generative AI platforms in China have amassed over 300 million users, eroding the dominance of traditional search. Baidu’s Q1 2025 search ad revenue fell 12% year-on-year, its first-ever drop, as users turned to AI chatbots. In short, globally we see the same pattern: more questions answered by AI, fewer clicks on organic links.

Case in Point: HubSpot’s Traffic Plunge (and Others)

No example hits home harder than HubSpot. Long hailed as a content marketing powerhouse, HubSpot’s blog had ridden the SEO wave to millions of visits – until recently. In late 2024, HubSpot’s organic traffic dropped off a cliff, plunging an estimated 70–80% year-over-year. Third-party data (e.g. Ahrefs, Semrush) indicates a fall from ~14.8 million monthly visits in January 2024 to around 2.8 million by January 2025. This staggering decline – on the order of an 80% loss of organic traffic – sent shockwaves through the marketing community.

What caused the collapse? In HubSpot’s case, Google’s AI overviews played a major role. Many of HubSpot’s blog articles target broad, informational queries (think “how to write a resignation letter” or “best marketing quotes”). These are precisely the kinds of queries for which Google’s generative AI now provides instant answers on the results page. Users see the answer in a snippet and no longer need to click HubSpot’s link. As one SEO expert noted, HubSpot’s strategy of casting a wide net with basic, top-of-funnel content has been undercut – “AI-driven answers satisfy user intent without directing them to a HubSpot page that used to rank #1.” In short, AI stole the click.

HubSpot is not alone. “Organic is declining for Canva, Figma, HubSpot… and?” remarks one digital lead, noting these content-rich sites have all seen their search traffic fall. Canva and Figma, for instance, invested heavily in educational content and user guides. Now, the answers to their most popular how-tos and design queries are often embedded in large language model (LLM) responses – meaning users get tips or code snippets via AI without visiting their help forums. Similarly, Stack Overflow has reported significant traffic loss as programmers turn to AI for coding help. Even G2 (a B2B software review platform) saw traffic dip 50% as buyers ask AI for software recommendations.

These real-world cases show the immediate, disruptive impact of AI on traditional organic traffic. When an AI overview or chat can deliver the essence of your content, users may never reach your website. For HubSpot, the result was a very public reckoning – widely discussed as the end of an era for SEO. (Did HubSpot truly lose 80%? HubSpot’s own team clarified the drop was real but compounded by some algorithm changes and pruning of low-quality pages. Still, the trend is undeniable.) The takeaway for marketers: If it can happen to HubSpot, it can happen to anyone. Relying on SEO traffic for basic informational queries is a rapidly depreciating strategy.

Why Basic Content Won’t Cut It Anymore

The age of churning out basic, generic content to rank on Google is ending. AI’s rise has made certain content types effectively obsolete as traffic drivers. Informational blog posts that briefly explain a concept, define a term, or answer a simple question are now instantly generated by AI or served via featured snippets. Users seeking quick answers (health tips, recipe instructions, trivia, etc.) get satisfaction on the SERP itself. As Prasun Kumar, CMO of Magicbricks, observes: “If those answer snippets provide the information, why would you go beyond the fold? Ranking [high] does not matter if the user never clicks through.”

Top-of-funnel “SEO content” is being commoditized. HubSpot’s broad topical posts, which once cast a wide net for traffic, were thin on depth and context – and they’ve lost favor. Google’s algorithms have also evolved to emphasize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and topical authority. Content farms that pumped out shallow articles on every trending keyword are seeing steep declines. In HubSpot’s case, Google’s late-2024 core updates and spam updates coincided with the drop, targeting content that lacked depth or strayed outside the site’s core expertise. “Google no longer rewards sites for casting a wide net,” one analysis noted, “and is prioritizing high-quality, deeply relevant content.” In other words, volume for volume’s sake is out; value is in.

Crucially, AI-driven search hastens this shift. An AI will happily read all 10 blue links and synthesize the answer for the user – so the collective information is at the user’s fingertips, but the individual content creators get no visit (and often little credit). If your content is easily reproducible by the AI (because it’s similar to many other pages out there), it offers no incentive for a click. The types of content at risk include: basic how-to articles, listicles of tips that exist elsewhere, definition pages (e.g. “What is X?”), and aggregated info that lacks unique insight. These are “broad, easily summarizable content” that AI can eliminate from the traffic equation.

So what kind of content will succeed? Original, high-quality content that AI cannot easily replace or scrape. Think unique data, deep analysis, strong opinions, creative storytelling, expert interviews – content that is truly distinctive. As HubSpot’s marketing SVP put it, “The total addressable market of search traffic has shrunk… To win, you need unique data, quality, depth and community – the stuff AI can’t fake.” This means content that is better and different than what’s already out there. It means doubling down on your brand’s expertise and point-of-view (rather than generic SEO copy). It also means focusing on content that serves strategic purposes beyond just capturing traffic – like building trust, demonstrating thought leadership, or nurturing a community.

Importantly, not all search traffic is vanishing. Transactional and high-intent searches – where someone is looking to buy or take a specific action – remain valuable. HubSpot noted that while its informational traffic fell, its transactional keyword traffic (e.g. searches for its products or solutions) has grown. Users ready to evaluate a product or needing a specific service still click through to websites (since an AI summary can’t complete a purchase or provide a tailored solution – at least not yet). In that sense, SEO is not “dead,” but it is radically evolving. The focus is shifting to quality over quantity: fewer pages that rank, but those that do are richly informative or directly tied to your business outcome.

Content Strategy in the Age of AI

To thrive in this new landscape, brands must overhaul their content strategy. It’s time to move “from information to influence,” as HubSpot’s team aptly says. Instead of simply publishing content that provides information, the goal is to influence, engage, and inspire your audience across multiple channels. Here’s how brands and agencies should pivot:

Diversify Beyond Search – Embrace Influential Channels: If your content strategy revolves solely around ranking on Google, you’re on borrowed time. Today’s consumers (especially younger generations) discover content through social media, YouTube, podcasts, newsletters, and communities as much as through search engines. Smart brands are investing in these “influence channels.” HubSpot, seeing the writing on the wall, began expanding its media footprint years ago. In 2021, it acquired The Hustle – a popular business newsletter – not for direct sales, but to build an owned media channel and reach engaged readers daily. HubSpot also launched a Podcast Network and YouTube shows, and even a “HubSpot Creator” program to partner with content creators. The result? By 2025, those non-SEO channels “generate demand equivalent to our blogs, and are growing faster,” says HubSpot. This diversification insulates them from search algorithm upheavals. Action item: Build or acquire content distribution channels where you control the audience relationship – whether an email newsletter, a YouTube series, a LinkedIn Live show, or a community forum. Don’t rely on Google to intermediate all your reach. In MENA, for example, brands are increasingly collaborating with local influencers and creating Arabic video content on YouTube/Instagram, recognizing that audiences seek opinions and ideas on those platforms, not just raw information.

Double Down on Original Insights and Deep POV: Content that offers a fresh perspective or proprietary data is gold. This is the stuff AI wants to cite rather than summarize. For instance, if your company conducts a unique industry survey or has exclusive usage data – turn that into content. Whitepapers, research reports, and thought leadership articles with a strong point of view will stand out. They not only attract your target audience, but also make your brand a source that other sites (and AIs) reference. HubSpot’s response to the SEO slump was to prune over 30,000 low-performing pages and refocus on content tied to revenue and expertise. In their words, “breadth isn’t enough anymore; Google wants more relevance and depth… To win, you need unique data, quality, depth and community.” In practice, that means producing fewer fluffy blog posts and more rich content: case studies, detailed tutorials, expert guest pieces, opinion columns by your CEO – anything that provides real value or a unique angle. Such content is harder for AI to synthesize from elsewhere because it originates with you. As one marketing CEO put it, “What AI is saying to humans is: please put more effort into creativity, because your mundane efforts are now done by me.” In other words, leave the basic stuff to the bots; your content team should focus on creativity, storytelling, and expertise.

Foster Community and Brand Loyalty: In a world of AI-curated answers, having a loyal audience that seeks you out is priceless. This is where community-building and brand efforts come in. Whether it’s a vibrant user community, a Slack group, or interactive webinars, creating spaces for your audience to engage directly can reduce reliance on search. For example, when users have a question, they might go straight to a community forum (or Discord, etc.) where they know your brand or experts will answer – bypassing search/AI. HubSpot’s community forums and academy have long been part of its strategy to engage users beyond just the blog. Likewise in the MENA region, we see brands building local community events and digital majlis (gathering spaces) where customers exchange ideas. These efforts build brand trust and recall: even if an AI provides an answer, users remember the brand behind the expertise and might visit for deeper interaction. Bottom line: Cultivate direct channels to your customers – email newsletters, community platforms, events – so that you’re not solely dependent on how algorithms present your content.

Collaborate with Creators and Experts: To infuse more authenticity and reach new audiences, many brands are partnering with influential creators. This could mean featuring industry experts on your blog/podcast, co-creating content with niche influencers, or sponsoring user-generated content. Creator partnerships bring two key benefits: (1) Authority and trust – content coming from a respected voice can carry more weight (and likely meet Google’s E-E-A-T criteria better), and (2) Expanded reach – creators often distribute content to their own followers, giving your brand exposure beyond search. HubSpot’s “creator program” was exactly about tapping into independent creators who could build shows and content under HubSpot’s umbrella. For other examples, think of how SAP collaborates with tech bloggers for thought leadership pieces, or how regional brands in the GCC invite local experts for video series. These collaborations produce richer content and diversify traffic sources (since a creator’s YouTube video about your brand might be found on YouTube search or social feeds, not just Google). Moreover, content featuring real voices and opinions is harder for AI to mimic without citation – it’s not commoditized text.

Optimize Content for AI Discoverability (AIO or “GEO”): Just as we once optimized for Google’s algorithm, now we must optimize for AI algorithms. This is often called AI Optimization (AIO) or Generative Experience Optimization (GEO). The idea is simple: make your content easy for AI to find, understand, and credit. In practice, this means a few things:

• Structured Data & Clarity: Use schema markup, clean HTML structure, and clear section headings to help AI parse your content. LLMs love well-organized information. Tables, bullet lists, FAQs – these formats are AI-friendly because they present facts in digestible ways. A concise FAQ on your product page might directly feed an AI answer about your product’s features. Sanjay Krishnamurthy of GALE put it well: brands are structuring information in a more organized way so that “AI algorithms can easily understand, categorize, and ultimately suggest their content to users… making content more ‘machine-friendly’ without sacrificing its appeal to humans.” Ensure your content includes the likely questions and answers in plain language. For example, anticipate natural language queries (“How does [Your Product] compare to [Competitor]?”) and answer them explicitly in your content.
• Depth and Context: While old-school SEO was about sprinkling keywords, AI optimization is about providing comprehensive coverage of a topic. An AI won’t “click around” multiple pages; it will try to extract the answer from one source if possible. So make your content as self-contained and informative as it can be. If you’re writing “10 best marketing strategies for 2025,” include context and answer related questions (Why these strategies? How to implement them? etc.) right within the piece. This increases the chance an AI uses your content to formulate an answer, potentially citing you. In fact, some companies are already succeeding at this: one translation company tweaked its content specifically for Google’s AI overviews and ended up “dominating Google’s AI-generated summaries in their niche”.
• Credibility Signals: AI models are likely to draw from sources that appear authoritative and well-cited. So focus on building backlinks, mentions, and credibility around your content. For example, getting your content referenced by reputable sites, or having an expert author profile, can indirectly boost your content’s authority in the eyes of AI. A quote from an academic or a collaboration with a standards body can make your content the one an AI selects. (One case study from China noted a B2B manufacturer that published a white paper with a well-known certification agency saw its content citations in ChatGPT responses increase by 65%.) In essence, being the source that others trust makes AI more likely to trust and cite you.
• Monitoring AI Mentions: Start tracking how and where your content appears in AI responses. This is a new metric for marketers. HubSpot revealed that while its Google search hits fell, “traffic from large language models is increasing” – for instance, views on their YouTube content surged when those videos were surfaced by ChatGPT in a search context. This suggests that users are sometimes clicking sources or related content from AI answers. Ensure that if an AI tool (like Bing’s chat or a voice assistant) does mention your brand or content, the information is accurate and enticing enough to prompt a follow-up. Also consider offering AI connectors (e.g. a ChatGPT plugin for your service or ensuring your site is indexed by AI-focused search tools like Perplexity). Essentially, make your brand “AI-visible.”

Focus on Intent and Experience: As algorithms get smarter, the old tricks of SEO fade. What remains evergreen is understanding user intent and delivering the best experience. A senior digital marketer noted that “you have to optimize not for the [old] algorithm, but for intent – understanding behavior at a granular level.” This means deeply understanding your customers’ journeys. If people are now asking AI for, say, “the best budget smartphone for photography,” think about what information they truly seek (camera specs, comparisons, user reviews, etc.) and ensure your content (or product pages) addresses that in a compelling way. Even if the AI gives an initial answer, a rich piece of content that aligns perfectly with the user’s intent can attract the click that comes after the AI summary. Additionally, consider the user experience when they do visit your site – because if an AI sends them, it likely means they are looking for detail or confirmation. High-quality content with interactive elements (videos, infographics, tools) can engage them more than a plain text article. Verma, the CEO quoted earlier, suggests the future of content marketing will emphasize “visuals, animations, and storytelling with edge and expertise” to captivate audiences in ways AI cannot.

In summary, content strategy now has two parallel goals: win over human audiences with compelling, trustworthy content, and ensure that machines (AI) recognize that content’s value. The reward for doing so is twofold – you continue to earn traffic (even if fewer clicks overall, they are more qualified), and you build a brand that is resilient to technological shifts.

Lessons from HubSpot: A Blueprint for Adaptation

If you’re looking for a playbook on how to respond, HubSpot’s journey offers several strategic lessons. Faced with tectonic changes in search, HubSpot didn’t panic – it pivoted. Here are key moves HubSpot made (which any brand can emulate):

• Anticipate Change Early: HubSpot’s leadership began preparing for search disruption five years ago. Kieran Flanagan (HubSpot’s SVP of Marketing) recalls discussions as early as 2019 about expanding beyond SEO and “making a concerted effort to move away from viewing search in isolation and building a large marketing distribution engine as a whole.” In practice, they started investing in other media (video, podcast, email) well before the AI hype. Takeaway: Don’t wait until traffic falls off to diversify your approach. If you see the trend lines now (and you do), start reallocating resources today into building your brand moat – be it content partnerships, new content formats, or innovative campaigns.
• Diversify Content Formats: HubSpot recognized that people were increasingly going to “influential channels… to hear opinions and explore ideas, not just to look for information.” So they made sure HubSpot’s voice would be present in those channels. They launched shows like “Marketing Against the Grain” (hosted by HubSpot’s own CMO) on YouTube and podcast platforms, created the HubSpot Podcast Network to host popular business podcasts, and leaned into video content. By doing so, HubSpot can reach audiences who never touch Google search. If someone gets their marketing insights from YouTube, HubSpot is there. If they prefer a daily business newsletter, HubSpot is there (via The Hustle). The result: a multi-channel content presence that cushions the blow from any one channel’s decline.
• Quality over Quantity (Prune the Field): HubSpot deleted tens of thousands of blog pages that weren’t contributing to leads or user value. This was a bold move to trim the fat and refocus on content that matters. They built an internal model to identify content with the right “fit and intent” for their audience and chopped out the rest. While that meant losing some long-tail traffic, it ensured their content resources went into pieces that drive meaningful engagement and conversions. For other brands: audit your content. It may be time to cull outdated or thin content that doesn’t meet today’s standards. Not only can it improve your site’s overall quality signal to search engines, it frees up maintenance budget to create new, better content.
• Optimize for the New Search: HubSpot didn’t abandon search; they adapted to the new shape of search. They report that their content is now being surfaced by AI tools – e.g. YouTube videos appearing in ChatGPT results, as mentioned earlier. This suggests HubSpot is optimizing titles, descriptions, and content structure so that even AI-driven searches point to their assets. They explicitly say “optimizing for AI search is a thing” and have shifted their mindset to “influence rather than just clicks and traffic.” They aim to create content that resonates with humans and is formatted for algorithms (both search and AI) to easily consume. HubSpot’s experience shows that even if traditional search traffic dips, new forms of traffic (like AI referrals or voice search queries) can grow if you position yourself correctly.
• Executive Buy-In and Patience: None of the above happens without leadership support. HubSpot’s leadership understood that diversifying and building new content channels might not pay off immediately in the same way a viral blog post could. They invested time and money with a forward-looking view, understanding that ROI won’t happen overnight, but will lead to compounding change. This is an important lesson for any CMO or content head looking to shift strategy – you must communicate the vision to executives that short-term traffic dips are acceptable if you’re laying the groundwork for long-term resilience. As HubSpot’s Flanagan said, “Most marketers find one winning play and ride it until it crashes. You need to… dedicate time and money to new areas and continually test before you plateau.” In other words, be proactive, not reactive.

Strategic Recommendations for Brands & Agencies

In light of all the above, what should marketing leaders do right now? Here’s a strategic checklist:

1. Audit Your Content Portfolio: Identify which content pieces are at risk of becoming obsolete (basic FAQ pages, generic listicles, etc.) and which are truly unique. Plan to update or replace thin content with richer value, or consider removing it if it’s off-brand or outdated. Check your organic traffic sources – are they concentrated on informational queries that AI might snatch away? If yes, it’s time to rethink those pieces.
2. Invest in Content That Only You Can Create: Build an editorial calendar around your proprietary expertise – be it research, case studies, expert opinions, or immersive storytelling. Aim for fewer but higher-impact pieces. A great piece of content can become the reference that AI picks up (“According to [YourCompany]…”), which boosts your brand credibility even if the click doesn’t come immediately. Think about content as a product: what’s your unfair advantage that others can’t replicate?
3. Embrace an “AI + SEO” Optimization Approach: Update your SEO best practices to include AI. Ensure all new content is structured with clear headings, uses schema markup for key facts (products, FAQs, HowTo steps, etc.), and is written in a straightforward, conversational tone that an AI can parse. Train your content team to consider how an AI might excerpt their article – e.g., writing concise summaries or takeaway boxes that might serve as ready-made answers. Monitor emerging tools (like Bing Webmaster tools for AI, or Google’s guidance on optimizing for SGE) and integrate those into your SOPs.
4. Build a Multi-Channel Content Strategy: Shift your mindset from “SEO strategy” to “content distribution strategy.” Identify the top channels/formats where your target audience consumes content (be it LinkedIn, TikTok, webinars, or industry forums) and make sure you have a presence there. Repurpose content across platforms: a robust blog post can become an infographic series on Instagram, a webinar can become a YouTube tutorial, a whitepaper can yield several LinkedIn posts. This not only maximizes reach but also hedges against any one channel’s decline. Particularly, consider channels where AI has less influence on what gets shown – for instance, community referrals or direct newsletter subscribers.
5. Leverage Data and AI Tools to Your Advantage: Use AI for what it’s good at – analysis and automation. For example, use AI tools to analyze search queries and find patterns of what questions users ask that lead to zero-click results. Use that insight to craft content that either is so comprehensive it becomes the answer, or targets queries where users still click. Also, incorporate AI in content creation as a helper (not a replacement) – e.g., AI can help summarize your long reports into snippet-friendly bullets that you then refine. Additionally, keep an eye on analytics: if you notice a drop in clicks for certain high-ranking pages, that’s a sign an AI or snippet might be stealing the thunder. Investigate and adjust.
6. Educate and Align Your Team (and Clients): Ensure stakeholders understand why these changes are happening. Share the data and case studies (like HubSpot’s story or the Gartner stats) with your executive team or clients to create urgency. This article itself can serve as a briefing document. When everyone grasps that we’re at an inflection point – not just a routine Google update but a fundamental change in user behavior – it will be easier to get buy-in for bold strategy shifts (like cutting old content or investing in a new video series). Align KPIs to the new reality as well: for instance, track brand search volume (are more people directly searching for your brand/content?), track engagement (time on site, shares) over pure session count, and consider new metrics like how often your brand is mentioned in AI outputs.
7. Stay Agile and Experiment: The landscape is still evolving. Google’s AI integrations are in flux, new AI chatbots and search tools are emerging, and user habits will continue to shift. Allocate a portion of your marketing R&D to experimentation. Maybe it’s creating content specifically for an AI-driven platform (e.g. writing answers on Quora or Reddit that AI might ingest), or launching a brand skill on Alexa/Siri, or optimizing for voice search queries (“Hey Google, ask Nestlé for a brownie recipe”). Keep testing and learning. Early adopters of new platforms often gain outsized rewards (as we saw in the early days of SEO, social media, etc.). As one LinkedIn tech observer noted, the “Wild West” of GEO (Generative Search Optimization) is here – many competitors don’t even know what it is yet, which is your advantage.
8. Watch the Data – Both Global and Local: Keep abreast of macro trends and regional nuances. Globally, search ad spending is still huge (projected $320+ billion in 2025), but within that, budgets are shifting toward AI-powered discovery channels. In MENA, digital ad spend is forecast around $20 billion by 2025, with search advertising the largest segment. That means the stakes are high in the region – brands that adapt will capture the value as it shifts. In China, the fact that 79% of users may rely on generative AI for information by 2026 signals where things are headed elsewhere too. Continuously gather the latest research and surveys (e.g. from Gartner, McKinsey, eMarketer, local market studies) to inform your strategy. The more you can ground decisions in data, the more confident and convincing your strategy will be.

To conclude, the rise of AI in search is both a threat and an opportunity. It’s disruptive – yes – but it is also a catalyst forcing us to rediscover the core of good marketing: truly knowing our audience and delivering real value. Those who cling to the old playbook of SEO will watch their traffic dwindle. But those who evolve – by creating exceptional content, building brand equity, and optimizing for this new AI-driven reality – stand to thrive. As one industry report noted, it’s no longer enough to aim for the first page of search results; the goal is to be the source the AI trusts and delivers. And when an AI says, “According to YourBrand …,” that’s as good as a click in terms of influence and credibility.

Marketing leaders should view this moment with urgency and optimism. Urgency, because the changes are happening now (as we’ve seen with HubSpot) and the cost of inaction is high – your content might disappear from the conversation if it’s not AI-visible. Optimism, because brands that embrace the change can leapfrog competitors. Early adopters who integrate AI into their SEO and content strategy will gain a powerful edge in visibility and customer trust.

In the words of a digital director reflecting on this shift: “It’s no longer enough to rank; the goal is to resonate.” If you create content that truly resonates with human needs and is tuned for AI-age distribution, your brand will remain front-and-center no matter how search evolves. Those who don’t adapt? Well – AI won’t penalize them, but it certainly won’t remember to mention them.In the end, that is the stark choice facing marketers today: adapt and lead, or fade into algorithmic obscurity.

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