Is Google’s Reign in Jeopardy? How AI Will Change Search Marketing

The world of search is changing rapidly as Artificial Intelligence (AI) search engines become more prevalent. AI technology has already been integrated into Google’s core algorithms, and the effects are being felt across the entire digital landscape. As AI-powered search engines continue to develop, they will have a major impact on how users find information online and how marketers reach their target audiences.

Google’s dominance as a search engine has not been challenged in a long time. However, artificial intelligence such as ChatGPT and Bing Chat have Google scrambling to modify and improve their search experience. Even with 85% of the worldwide market share when it comes to search (according to Statista), Google would still have a lot to lose compared to Bing. 

Google is now reportedly hard at work on project Magi, a new AI-powered search engine that would be its answer to Bing with ChatGPT – and this project would be separate from Bard. One thing to keep note of is the importance of Google’s ad revenue, as this is the primary reason why Google has stayed away from AI search because currently, no AI-driven search engines feature paid ads. The balancing act between creating a personalized AI search engine and maintaining their billion-dollar sales in ad spending will be something to keep an eye on. 

Reports from The New York Times indicate that Google has 160 people working full time on project Magi, and its AI-powered tools will be released as early as next month, but only in the US and to one million consumers initially. Google is also working on additional AI tools such as GIFI for image generation, Tivoli Tutor for language learning, and Searchalong, which integrates a chatbot into Chrome for answering webpage-related questions.

Magi would allow Search users to ask follow-up questions, and it would feature ads under generated results. The system would also discover what users want to know based on what they’re searching for when they begin using it. It would offer lists of preselected options for goods to buy, information to research, and more. Google claims the new search will be more conversational and more personalized, akin to chatting with a useful tour guide.

Because Google is so dependent on the large margins made from its ad-driven search engine, the tech giant must embrace technology in a way that won’t disrupt its revenue streams. This is a classic innovator’s dilemma, and while Google tries not to cannibalize its core business, other competitors like Bing and will continue to leverage their AI search technology for their own gains. 

What Would AI Search Engines Offer?

AI-driven searches offer a number of advantages over traditional web searches. For starters, they can process vast amounts of data quickly and accurately to provide users with highly relevant results that meet their specific needs or interests—something that conventional web crawlers cannot do nearly as effectively. 

Additionally, because AI technologies can “learn” from user behavior patterns over time, they are able to better understand what people want out of their searches than ever before —allowing them to deliver even more accurate results based on context rather than just keywords alone. AI-powered search engines can predict what users are looking for based on their search history and other data points like location. This allows search engines to provide more targeted results and helps businesses reach potential customers more effectively.

Another significant change will be that AI search engines will someday be able to automate certain marketing tasks, such as creating and optimizing ad campaigns. This will save businesses time and resources, allowing them to focus on other areas of their marketing strategy. This would be especially useful in B2B marketing for small business owners that are short on time.

Google’s CEO, Sundar Pichai, revealed in an interview with The Wall Street that conversational AI will be coming to Google Search soon, allowing the ability to pose follow-up questions to queries. Reflecting on the recent release of Google Lens and multisearch provides an exciting window into what Google might dream up next – and how those tools will open up opportunities for digital marketers across the world. 

This is all a perfect example of how quickly things move in the field of digital marketing and over the next few months it will be fascinating to see how search ads, SEO and other forms of digital marketing change with it. Stay tuned and feel free to reach out for more updates on the ever-changing landscape of B2B digital marketing. Contact us today to maximize your digital advertising, improve conversions and improve your overall B2B marketing strategy!