"AI is reshaping online search in two distinct but overlapping ways. Both reduce friction for consumers, but they increase friction for businesses."
Artificial intelligence is fundamentally reshaping how online search operates through two concurrent but interconnected approaches. These transformations create opposing effects: they streamline the user experience and reduce barriers for consumers seeking information, making searches faster and more intuitive. Simultaneously, these same AI-driven changes create new obstacles and complications for businesses attempting to maintain visibility and engagement in search results. The dual nature of these changes reflects the broader tension between consumer convenience and business adaptation in the digital landscape.
Read at Harvard Business Review
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