Artificial intelligence takes over search engines

SEO: What do you do when the search engine would rather give the answer directly itself, instead of referring to your website?

You've probably heard the debate about ChatGPT and artificial intelligence. This type of tool based on AI can do everything from helping with homework and writing poems to designing logos and images. At the same time, it raises many issues relating to copyright, misinformation and privacy.

Can change search engines forever

As artificial intelligence enters the search engines, this raises new questions for those of us who work with websites and search engine optimization (SEO).

The whole aim of SEO work is that people who ask a question (search for something) should see your website as the answer and click through to you. But what happens when the search engine would rather give the answer itself, instead of referring to your website - which has the answer?

This completely changes the way we think about search engines and is a question many people are discussing these days.

AI tipped off Indian company about small Norwegian player

This is not just in the future, it's already happening. We recently spoke to one of our customers who had gained first-hand experience.

Our customer had received a request for proposal from a large company in India. When they asked how the Indians found this small, Norwegian company, they replied: Artificial intelligence.

They had simply asked an AI: Who can find the most creative solution to our problem? And the answer that came out: A small company in Norway.

In this way, we see that artificial intelligence can provide different answers than traditional search engines would. This can present new challenges, but also new opportunities.

What now?

What was it that made the AI recommend this particular small Norwegian player to the large Indian company?

One thing AI tools have in common is that we don't really know what information they are based on. This is in contrast to Google, for example, where we (to some extent) know what it takes to come up with the best answer. If you don't know what's behind it, how can you make sure that they find you, and not your competitor?

These are difficult questions to answer. No one really knows exactly how AI will affect digital marketing in the future. But regardless, good, relevant and updated content on the website will continue to be important. And we may have to rethink how we use the other channels we have available.

We at Gasta are following along!