The AI Search Revolution: Should Marketers be Trembling?

TL;DR

• Google’s AI-powered search results have begun to roll out, starting an AI Search Revolution which is causing a mix of fear and amusement.
• Marketers express varying levels of concern, with fear factors ranging from 2 to 8.
• Adapting to AI search includes understanding the data training the models, diversifying platforms, and leveraging AI tools.

The AI Search Revolution: A Cause for Alarm?

Google’s recent launch of AI-powered search results has sent ripples through the marketing world. The anticipation has been building since May 2022, when Google unveiled its ‘search generative experience’ feature. Now, as AI-generated summaries start appearing in search engine results, the reaction has been a blend of fear and laughter.

Why the Fear?

The apprehension is not unfounded. Publishers, who receive 40% of their traffic from Google, are bracing for a potential drop. Brands, retailers, and search experts are also watching the development closely, unsure of what the future holds.

The Mixed Bag of AI Search Results

The rollout has had its share of hiccups. From suggesting rock-eating to glue-in-pizza ideas, the AI feature has produced some questionable results. Google’s CEO, Sundar Pichai, has had to publicly address these issues.

Marketers Weigh In: How Scared Should We Be?

We asked leading marketers to rate their fear factor on a scale of 1 to 10.

Here’s what they had to say:

Tom Mansell, Director of Organic Performance, Croud – Fear Factor: 8

Mansell believes the rollout has been hasty due to competition from other AI platforms. He advises brands to analyze the data training the AI models to stay ahead. He notes a bias towards user-generated content and publishers demonstrating expertise and authority.

Tristan Sanders, Head of Performance Marketing, Oliver – Fear Factor: 7

Embrace the shift to AI-powered models Sanders suggests that the battleground is now in AI-powered models. He believes that results could be monetized and manipulated by paid advertising, but trust in AI-derived results is already being undermined.

Carmen Dominguez, Head of Organic, Hallam – Fear Factor: 6

Diversify platforms and build a consistent brand. Dominguez advises that the key to adapting is diversifying platforms and building a consistent brand. She worries for small brands without big budgets, as they might struggle to compete in the new environment.

Amy Banks, Director of Search Engine Optimization, Havas Media Network – Fear Factor: 5

Focus on EEAT content and schema mark-up. Banks suggests focusing efforts on areas where citations from AI results can be captured, such as EEAT content and schema mark-up. She also recommends optimizing newer search-led channels.

Deyna Lavery, Head of Paid Search, RocketMill – Fear Factor: 4

Use AI as a force multiplier. Lavery believes that the differentiator will be those who use AI as a force multiplier. She suggests that the best results will come from combining human ability with AI.

Eric Hoover, Search Engine Optimization Director, Jellyfish – Fear Factor: 3-9

Understand the impact on your specific industry. Hoover believes that the impact of AI search will vary depending on the industry. He suggests that major clothing brands will see little to no impact, while publishers are likely to be at the higher end of the fear factor scale.

Adapting to the AI Search Revolution

The marketers’ responses highlight the need to understand the data training the AI models, embrace the shift to AI-powered models, diversify platforms, focus on EEAT content and schema mark-up, use AI as a force multiplier, and understand the impact on your specific industry.

The Impact of AI and AGI on the Asian Economy

According to a report by PwC, AI could contribute up to $15.7 trillion to the global economy by 2030, with $6.6 trillion of this coming from Asia. The report notes that China and India are likely to be the biggest beneficiaries, with AI contributing 10.7% and 7.8% to their GDPs, respectively.

However, the report also notes that the benefits of AI are not evenly distributed. The report suggests that governments and businesses need to work together to ensure that the benefits of AI are shared by all.

The Ethical Considerations of AI and AGI

As AI and AGI technologies become more sophisticated, ethical considerations are becoming increasingly important. These include issues around privacy, bias, and job displacement.

In Asia, these issues are particularly pertinent. For example, the use of facial recognition technology in China has raised concerns around privacy and surveillance. Meanwhile, the use of AI in recruitment in India has been criticized for perpetuating existing biases.

Comment and Share:

What do you think about the rollout of AI-powered search results? Are you worried about the impact on your business, or do you see it as an opportunity? Share your thoughts in the comments below. And if you’re interested in learning more about AI and AGI in Asia, be sure to subscribe to our newsletter for regular updates.

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