“I realized, over the last couple of months, that I don’t use a lot of the services that I used to use. Like I don’t do Google searches anymore, unless it’s a very specific thing,” said Sam Altman at the AI Summit in Paris.
For many of us, LLMs like ChatGPT and tools embedded in apps have already started to replace traditional search engines. According to Applause’s 2024 Generative AI Survey:
We’re not just searching differently. We’re thinking differently.
Earlier, if you had to buy a product, you used to open 10 tabs, scroll for hours, compare prices, services, reviews and still feel unsure.
Now? You just tell an AI agent exactly what you want, and it returns tailored options. No jumping between websites. No clutter. No friction.
This shift means AI isn’t just answering questions—it’s acting.
Agents aren’t brand loyal. They don’t get tired. They optimize for performance, quality, and clarity. For businesses, that changes everything.
What This Means for Brands & Marketers:
“The reality of AI agents gathering information and bringing it back to people—that is search in 2025 and beyond.”
— Kelly Metz, CIO, OMD USA (CES 2024)
Welcome to the era of agentic SEO—where your customers aren’t just people, they’re digital agents making choices on behalf of people.
To stay visible:
And here’s the kicker: agents synthesize review content, not just quantity. That means authenticity wins. Manipulated reviews or keyword stuffing won’t cut it.
Dual Optimization Is the Future.Businesses now have to speak to humans with compelling content. and be eligible for machines with structured data.
Those who crack this balance and offer rich, relevant content and machine-readable metadata, will be the ones who rise to the top in the AI-first world.
As Sam Altman put it, “I cannot overstate how much progress we’re going to make in the next 2 years.”
If you’re not preparing for it now, you’re already behind.