Open AI vs. Google — How the AI Battle Will Affect Brands
“We do anticipate it will impact certain stages of the customer journey, customer queries and content,” said Joel Swaney, principal of search engine optimization at digital marketing agency Collective Measures. “If someone searches with questions around your brand and you don’t have content for it, most likely an aggregator or some other website is going to populate the AI results.”
Publishers worry that Google, or any AI search engine, will aggregate their articles and content, dissuading visits to their websites. “They want the click, of course they do,” Swaney said, “and I think this is another change for them that will occur, that they will see a loss of impressions for certain queries but that doesn’t necessarily mean all.”
There has already been experimentation in the space, with Google’s search generative experience and Microsoft’s Bing Chat, which launched last year. Microsoft’s command of search markets has not increased since it put generative search features into the system. “We’re not seeing heavy usage in Bing from an organic search standpoint,” Swaney said.
