In the latest episode of Humanology on Air, Terri Cameron chats with Travis McDougall and Chelsea Craig about how AI is changing how marketers look at paid and organic search to keep them from falling behind competitors.
Preparing for the Future of AI-Driven Search
What you’ll expect in this episode:
From zero-click experiences to skyrocketing competition for ad placements, the rise of generative AI has transformed the world of paid and organic search.
In our latest episode of Humanology on Air, Terri Cameron, Travis McDougall, and Chelsea Craig dive into the significant shifts reshaping how customers interact with search – and what marketers must do to stay ahead.
Learn how to adapt your strategies with actionable insights on:
- AI-driven search trends
- Preparing for fewer ad placements
- Optimizing content for generative experiences
- Building multi-channel strategies to offset declining search volume
“Imagine this: today, your website proudly sits on the first page of Google search results. Tomorrow, customers bypass traditional search entirely, opting for generative AI tools that deliver instant, personalized answers. In this rapidly evolving marketing landscape, the question isn’t whether your search strategy needs to adapt—it’s whether you can adapt fast enough to stay visible, relevant, and competitive.”
These striking words open our latest episode of Humanology on Air. Jan Kelley’s Director of Media Strategy Terri Cameron outlines the interesting turn that paid and organic search is taking. To help pave the way toward success for marketers, Terri was joined by industry experts and fellow JK’ers Travis McDougall and Chelsea Craig. Together, they explored the seismic shifts generative AI brings to search marketing and shared actionable insights for staying ahead in this AI-driven world.
Why You Can’t Ignore AI’s Impact on Search
AI is transforming the workplace at an unprecedented pace. A recent Microsoft study revealed that 75% of knowledge workers already use AI in their roles, and the ripple effects on marketing—especially search—are just beginning.
Travis highlighted the rapid adoption of generative AI, noting how OpenAI’s ChatGPT has added search functionality, challenging the dominance of Google. Meanwhile, Google has responded with AI initiatives, such as incorporating Gemini into Google Maps. “The race is on to see who will dominate generative AI search results,” Travis remarked.
Chelsea added that user behaviour is already shifting. According to Gartner, search volume could drop by as much as 25% as people increasingly turn to AI chatbots and virtual assistants for information. For marketers, this means the time to act is now.
Navigating a New Search Landscape
The rise of generative AI introduces unique challenges for both organic and paid search strategies. Chelsea warned of declining web traffic as “zero-click experiences” become more prevalent, reducing business opportunities to engage and convert customers directly on their websites. Travis predicted higher competition for fewer ad placements in paid search, leading to increased brand costs. “We’re likely to see fewer traditional search ads as platforms pivot to monetize generative experiences,” he explained.
Both experts emphasized the need for marketers to adopt a forward-looking approach. Preparing for these changes is key to maintaining a competitive edge as the landscape evolves.
Building an AI-driven Search Strategy
To thrive in this new era, Travis and Chelsea outlined four key building blocks for an AI-driven search strategy:
- Adopt AI-Driven Ad Formats
Platforms like Google’s Performance Max campaigns are designed for AI-enhanced environments. Testing these formats now ensures your brand is ready as AI-driven ad placements become more common. - Create Highly Relevant Ad Content
AI tools prioritize showing the right message to the right consumer at the right time. Deep audience insights and creative optimization are crucial. - Optimize Content for AI Experiences
Using schema and structured data helps position your content as authoritative, increasing the likelihood of being cited in AI-generated summaries. - Diversify Beyond Search
With expected search volume declining, leveraging other channels like email and social media becomes essential for driving traffic and engagement.
Avoiding AI Missteps
While generative AI offers exciting opportunities, it’s not without risks. Chelsea shared a cautionary tale of a client who relied too heavily on AI-generated content, which resulted in on-brand inconsistencies and potential penalties for duplicate content. “Human oversight is essential to ensure accuracy, tone, and alignment with brand values,” she advised.
On the paid search side, Travis recounted a client who embraced broad AI targeting without proper guardrails. The result? A misallocated budget and campaigns that reached the wrong audience. Testing and refining AI strategies are critical to avoiding costly mistakes.
Redefining Success in Search Marketing
As generative AI reshapes search, traditional engagement metrics like click-through rates and time on site may become less relevant. Instead, Travis suggested focusing on revenue-based outcomes to measure success. “AI tools excel at optimizing for business results, not just clicks,” he noted.
Chelsea emphasized the continued importance of clear, concise, and conversational content and keeping content fresh and up-to-date. Regular audits and updates ensure your brand remains relevant in the eyes of AI tools and human users alike.
Stay Ahead in the AI-era of Search
Generative AI is revolutionizing search, and while no one has all the answers yet, one thing is clear: marketers need to act now to adapt and thrive. Whether through AI-optimized ad formats, diversified marketing channels, or a strong focus on content relevance and freshness, the steps you take today will determine your success in this new era of search.
For more insights on marketing trends, check out other episodes of Humanology on Air on demand.
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