"It's no longer about search engine optimization. It's about answer engines," said Digitas CEO Amy Lanzi. Brands will need to appeal to AI agents handling tasks for consumers like booking travel itineraries. The focus shifts toward delivering answers directly to AI systems, as these agents will play a pivotal role in consumer decision-making in 2025. Brands must position themselves as the definitive answer within this evolving digital ecosystem to stay relevant and visible, transcending traditional SEO.
"The reality of AI agents gathering information and bringing it back [to people], that is search in 2025 and beyond. Making sure you are there from an SEO perspective is absolutely vital," said Kelly Metz, chief investment officer at OMD USA. This underscores the necessity for brands to reconsider their digital strategies as AI technology transforms how consumers interact with information. It highlights the importance of adapting marketing tactics to coexist with AI advancements.
"Search has been the answer to discoverability. Now it will be an ingredient and a different paradigm," said Jeff Geheb, global chief experience officer and global lead for enterprise solutions at VML. As consumers increasingly rely on AI agents to navigate their needs, the relationship between search and discoverability evolves, necessitating a redefinition of strategies that brands employ to engage with their audience.
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