Search engine volume is expected to fall by 25% over the next few years, according to a new prediction by research firm Gartner. The decline will be driven by the rise of AI-powered chatbots and virtual agents that provide direct answers to user questions.
“Organic and paid search have been vital marketing channels, but generative AI solutions are replacing search queries that users previously put into search engines,” said Gartner Vice President Analyst Alan Antin. “This shift will force companies to re-evaluate their approach across marketing channels as AI becomes more prevalent.”
As chatbots and virtual agents deliver cheaper automated content, keyword selection and website authority in rankings will be impacted. To combat synthetically generated content, search algorithms will place more weight on the quality and usefulness of content rather than just quantity.
There will also be a push towards watermarking and other authentication of high-value human-created assets, alongside potential government regulations requiring AI disclosures in marketing materials. This may influence how search engines display AI-generated content to users.
“Companies need to focus on unique, helpful content that demonstrates expertise, experience and trustworthiness,” advised Antin. “That type of authoritative content will still reign supreme in organic search results.”
