The rise of AI systems means big changes for the future of organic and paid search (often the most lucrative channels for most businesses).

As more people turn to AI for answers, more people move away from the SERPs (search engine results pages) where queries result in independent listings that help private companies generate revenue.

Whilst Bing is going to use ChatGPT, Google is rolling out its own AI chatbot called ‘Bard’. Both will show ads alongside chatbot responses. But as the answers generated are the intellectual property of ChatGPT/Bing/Google — even though they are learned from multiple privately owned websites and other resources, it’s hard to forecast how it can give individual businesses organic exposure in the same way Google’s organic results do now.

You can’t find products on AI chats (yet), so the classic search engine models will still be needed for certain queries. But what happens when we can ‘scour the market for all 2 bedroom apartments with balconies listed at €500k in Morzine’ via AI? Surely coming soon.

Once AI advances further, I believe all of this it could eventually make static content redundant, or a lot less important. Why would we want to search and find content written 6 months ago when we can generate ever-learning dynamic and up-to-date insights whenever we want?

Interesting times with big knock-on effects. And with ChatGPT appearing more impressive than Bard, Bing could win some market share from Google.

“Musk has said he fears artificial intelligence could one day outsmart humans and endanger us, citing AI as the biggest threat to civilization.”

Irony: ChatGPT was developed by OpenAI of which Elon Musk is a part.

So Elon fears himself? Or he is wise enough to know it will happen anyway and wants some level of control and influence?

Thoughts on the back of a postcard.