This week, we’re diving head first into a bold marketing prediction: AI totally replacing traditional search engines within the next 3 years. Also in focus is GEO, or Generative Engine Optimisation, along with the latest developments from Google.

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1. Could AI Replace Search Engines?

This just in. A new survey from Local Dialog reveals that 67% of US consumers believe AI will replace traditional search engines within three years. 

At the moment, search engines like Google continue to dominate the field, but the gap is closing. Among 1,000 adults surveyed, 57% said they used AI daily, with 35% using it several times a day. Furthermore, 77% of the respondents reported improved efficiency and productivity, while 71% noted a boost in creativity.

While 36% would still choose Google Search if forced to pick, AI tools like ChatGPT and Gemini are gaining ground at an incredibly fast rate. It’s clear that we should expect significant changes in the coming years.

What this means for you:

AI is no longer just a novelty—it’s become an indispensable tool. As AI continues to grow, you need to rethink how consumers will engage with information in the very near future. 

The core of your digital content strategy remains the same: precise, substantial, and relevant. However, it should no longer be just optimised for search engines. Instead, craft your content to provide clear, direct, even conversational answers that AI can effectively process and relay. 

2. Google Pushes Video Ads and Faces EU Scrutiny

The folks over at Google are piloting a new “Video” asset option in Google Ads to offer a better way to integrate video content into your campaigns. It will initially be available to select customers, but it’s likely only a matter of time before this feature becomes more widely available.

Meanwhile, the European Commission is investigating a previously undisclosed partnership between Google and Meta, which involved teen-targeted ad practices. The two giants reportedly promoted Instagram to teenagers on YouTube—a campaign that was set to expand globally before it was scrapped.

Regulators are reviewing internal documents to assess potential violations of the Digital Services Act, which prohibits using minors’ data for targeted advertising. 

What this means for you:

As video-based platforms like TikTok and YouTube Shorts continue to flourish, video advertising is clearly the next logical step for Google. Expect a video-heavy ad landscape next year—but don’t wait until 2025. Start experimenting with video assets now and make sure they’re easy to incorporate into your campaigns. 

On the other hand, you can look forward to tighter ad restrictions, especially with teen-targeted advertising. In the coming year, be sure to know and comply with crucial data practices. 

3. GEO: The Next Step Beyond SEO

As we have seen in recent weeks, digital marketing trends are shifting from traditional SEO towards AI-driven approaches. That said, you might have heard about this SEO counterpart—a better version, if you will—that’s now gaining traction in B2B marketing.

GEO, or Generative Engine Optimisation, is designed to complement SEO practices to enhance your brand’s visibility in the age of AI. Unlike SEO, which focuses on optimising content for search engines like Google, GEO goes a step further and tailors your content for tools like ChatGPT, Perplexity, and Gemini. 

Basically, what GEO does is make sure these AI platforms accurately convey your message to readers, even if they’ve never visited your website before. 

While measuring GEO success is not yet as straightforward as traditional SEO metrics, AI-optimised content has already shown promising conversion rates.

What this means for you:

In 2025, simple keyword optimisation and page interlinking will no longer cut it. To stay ahead (and stay afloat), your digital presence needs to speak to both human users and AI. 

Start by studying and implementing effective GEO strategies to make sure your content is well-optimised for AI processing. Remember to also audit your current content to know how your brand appears in AI responses; then, identify the gaps that need filling in. 

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