ARIEFACTHow is Al changingSEARCH?What it means forcustomers, marketersand brands.By CharlieKayHead ofSEO and DElLead
WEACCELERATEDATAANDAIADOPTIONARTEFACTTOPOSITIVELYIMPACTAIISABOUTPEOPLEPEOPLEANDORGANIZATIONS251700+1000COUNTRIESEMPLOYEESCLIENTSArtefact is a global leader in consulting services, specialized in data transformationand data & digital marketing, from strategy to the deployment of Al solutionsWe are offerina a uniaue combination of innovation (Art) and data science (Fact),STRATEGY&TRANSFORMATION|AIACCELERATION|DATAFOUNDATIONS & BIIT&DATAPLATFORMS|MARKETINGDATA&DIGITAL
TABLEOFCONIENISIt's all clickable so navigate to wherever you pleaseIntroduction-WhatIsHappeningToSearch?3ATimolineOfSearchInnovation-AlAndBeyond4EarlV Foundations (1998-2015):The Matching And Ranking EroThe NeuralLeap(2017-2019);TheOneWhereSearchGetsABrain,Platform Diversification(2010-Now): Search Spreaads Beyond Search EnginesThe Generative Shift(2022-2023):SearchStarts ToTalk BackThe Al-FirstSERP(2024-2025):SearchBecomesAWorkspaceHow Large Lanquage Models Work And Their Impact On SearchFromRanking to ReasoningInGoogle:HowAlOverviewsAndAl安ModeActuallyWorkAl Overviews: Composed Answers At ScaleAIMode: A New System Of ReasoningAlModevs.AlOverviews:A Side-by-SideComparison04aWho Is Using AlSearch (And Who Isn't):Why Adoption Matters20Al search Traffic Analysis: seoClarity Research StudySearch Usage In 2025: The DattosxSparkToroReportWhen People Are Using Al Assistants, Which Are Being Used MostaWho Is Actually Using ChatGPT?seoClarity Original Research Insight,05325.1Deep Audilence Research & Discovery -It's AllInThe Data5.2AlVisibility & Performance Measurement,5.3 Tailoring Your Strategy.To The Platform-Because NotAllAISearch Is Built Tthe Same5.4Brand Bulding & Diaital PR -FuelAwareness, Mentions & Authority In Al Search,5.5 Reputation Management-ShapingBrand Perception In The Age ofAl5.6TrustSianals-EarninaYourPlaceInTheAlEcosvstem157 Semontc opdimiscton and str ctured Dota-Optimnising Strusture For Mochines58 Mat-ooal and NMli-Patform Optimisction-Nak AIYourContent Acesble,5.9UX&ContentArchitecture-DesianinaForAlDiscoverability AtScale5.10 Crawlability & AlAgent Access- Don't Block The Bots That Matter5.ll edback loops & Model Monitoring - Track, Test Learn Across AlEcosystemsOptimise for Decision-Making (Without Clicks)
ARTEFACTAIISABOUTPEOPLE1.Introduction-Whatishappenina tosearch?There's a lot of noise about how Alis going to changemarketing-for agencies, consumersand brands. Even working in SEO, and navigating updates day-to-day,Ifind the amount ofcontent being shared on this topic overwhelming. This piece is my attempt to distil that noiseinto somethina cohesive. A piece ofresearch to help people understand what'sreallyhappening,howwegothere-and,mostimportantly,whattodo aboutitIdon't believe we 're witnessina the death of SEO. We're at apoint of maior change andenterina another chapter in the evolution of search. The acronym might change. Our focusmight shift. We willikely enhance whatwe a...
