One notable area of impact, however, will be the acceleration of Google’s AI tool Gemini. We’ll also see a larger and faster change in how people use search engines, especially to shop. The final version of OpenAI’s engine will help predict how shopping ads and retail media networks may be affected. The use of visual search for purchasing a pair of shoes or previewing a hotel room in a virtual video tour will change how people search, but may not immediately determine how they buy.

The industry shift toward generative AI in search engines is reshaping the strategies of SEM and SEO marketers. As the industry goes through a transformation from conventional link-based results to succinct and conversational AI-generated responses, a deeper understanding of the nuances of generative AI and its impact on user behavior will be required. Advertisers should adapt strategies to align with these changes, ensuring they resonate with the increasingly concise nature of search results.

With search behavior on the verge of a shift, advertisers should maintain a full-funnel approach to media where they can. Strong creative, an airtight measurement strategy, and tailored audience targeting on all channels will ensure any drop-off from Google search is covered. It’s unlikely that ChatGPT will take much market share from Google in a direct way, especially since apps like YouTube, Google Chrome, and Gmail are still some of the most widely used apps in the suite, but it will be important to monitor user volume closely over the next few months. Understanding how AI-generated search results use organic and paid content to build answers will be key to maintaining visibility in the evolving search landscape.

Overall, the potential entry of OpenAI into the search engine arena adds a layer of complexity to the industry. However, the focus should remain on how AI will impact search journeys, rather than just the players in the space.