The incursion of artificial intelligence in SEO can be analyzed from two perspectives:
On the one hand, there are AI tools that have the ability to function as web search engines.
On the other hand, there is the fact that native web search engines like Google are using AI to boost their search results.
AI tools that work as search engines
AI tools, such as ChatGPT or DeepSeek , are hong kong email data changing the way users can search online. These platforms, in addition to being able to generate sufficiently powerful and precise answers, also act as online search engines (as in the case of ChatGPT Search ). Thus, instead of only providing direct, conversational and personalized answers , they also show links to information sources of all kinds (multi-channel and multi-format) , with extracts of content from those sources to help support their answers.
For brands, this means that it is no longer enough to be in the first results; they must now optimize to appear in these rich formats and adapt to a more interactive experience, ensuring that they offer accessible and valuable content in various formats and platforms trackable by artificial intelligence .
Web search engines now powered by AI
Google has also integrated artificial intelligence to generate automated and direct answers on its search results pages ( SERP ). This is known as Search Generative Experience . This means that Google is no longer relying solely on keywords, but on the full context of the query.
Results now include direct answers and featured snippets that provide information instantly, without the need to click on a link (“ zero click ” answers).
This change has significantly affected web traffic, as many users get the information they need directly from the results page, reducing the need to visit sites. Consequently, websites must adapt and optimize their content to be featured in these new formats, making sure to offer clear and precise answers if they want to continue attracting organic traffic. To achieve this, it is necessary to start implementing GEO (Generative Engine Optimization) strategies .