The use of search engines is undergoing a transformation, but who is ‘driving’ this? The evolution of Artificial Intelligence (AI) and its stealthy penetration into the entire digital space, or the user experience with this new tool?
Perhaps it’s a bit of both.
It seems obvious, but it’s not. The technology itself—the novelty, the hype, the trend—is the first factor in its adoption by the early adopters, those who ‘stand in line’ to be the first to use something new. But this group is small; it doesn’t make up the whole market.
Only when these people ‘pioneer’ the new technology and start saying their experience has improved, do the latecomers —the market itself—begin to adopt the new technology en masse—now cool, useful, and practical.
But there’s a difference here: this journey, which was already very fast, now happens at the speed of light.
The massive adoption of AI and its rapid evolution bring a scenario of continuous changes in various work processes, in our relationship with technology, and, of course, in the way we search for information.
However, it’s important to note that in every activity or field of knowledge, the extent of AI’s impacts and how to ‘ride’ its potential are still in the realm of hypotheses and speculation.
There are clear signs for us, communication professionals, that the focus of change lies in the new experience that AI brings to users.
Now, with this scenario in mind, we can talk about how AI is redefining both organic and paid search.
Organic search
In organic searches, AI models understand user intent more deeply, going beyond keywords. This means that content that truly meets users’ needs and questions will be increasingly valued.
AI algorithms are improving the ability to identify high-quality, relevant, and reliable content, making the user experience richer. For generative search, the focus of SEO will shift to optimizing direct and contextual answers, ensuring content is easily interpreted by AI models to provide accurate information.
Content that reconstructs or reinforces context, articulating facts, sources, and supplementary readings, tends to perform better.
Paid search
In paid search, AI is already optimizing campaigns significantly. It can predict ad performance, optimize bids in real-time, and target audiences with great precision.
AI is transforming how advertisers reach their audiences, shifting from a keyword-based approach to a strategy focused on user intent and predictive behavior.
While some might speculate that AI will eliminate the need for paid campaigns, the fact is that it will make them even more strategic and personalized. Investment in paid media will remain crucial for immediate visibility and reaching specific audiences.
In summary, in search, AI is emerging not as ‘just another tool,’ but as a catalyst reshaping how we, as users, interact with online information.
And although the extent of its impact is still unknown, rapid adaptation to change is key for those seeking visibility in the era of generative search. Paid media campaigns and SEO for organic traffic, in particular, will continue to be important pillars, but with a different perspective.
The key is understanding user experience and how to offer and strengthen our own digital assets with the depth and relevance that AI will demand.
By Jair Tavares, co-founder and COO of Pólvora Comunicação.
