By 2026, Gartner, Inc. predicts a 25% decrease in traditional search engine volume, as AI chatbots and other virtual agents gain prominence in the market, causing search marketing to lose market share.
“Organic and paid search are essential channels for tech marketers aiming to achieve awareness and demand generation objectives,” stated Alan Antin, Vice President Analyst at Gartner. “Generative AI (GenAI) solutions are increasingly serving as substitute answer engines, replacing user queries previously executed in traditional search engines. This will prompt companies to reassess their marketing channel strategies as GenAI becomes more integrated across all facets of the enterprise.”
With GenAI driving down content production costs, there will be implications for activities such as keyword strategy and website domain authority scoring. Search engine algorithms will prioritize content quality to counter the influx of AI-generated content, as content utility and quality remain critical for organic search result success.
Moreover, there will be an increased focus on watermarking and other authentication methods for high-value content. Global government regulations are beginning to hold companies accountable, requiring identification of AI-created marketing content assets, which will influence how search engines display such digital content.
“Companies will need to prioritize creating unique, customer-centric content,” Antin emphasized. “Content should continue to embody search quality-rater elements such as expertise, experience, authoritativeness, and trustworthiness.”
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