Generative AI in search: What search marketers should prepare for

One of the fastest developing and potentially essential shifts in search marketing is artificial intelligence (AI), specifically generative AI. Generative AI is poised to change the nature of the search engine results page (SERP). Marketers may find that website traffic decreases for top-funnel queries related to research. This shift in user behavior can concern marketers relying on website traffic to drive leads and conversions. Companies like Google and Microsoft, providing AI-driven content, will ensure that their content adheres to strict editorial and regulatory guidelines.