There’s no value for marketers in answer engines, but AI agents look promising
Paul Hewett, CEO of In Marketing We Trust, looks at the latest shifts in the search landscape, including the challenges posed by answer engines like ChatGPT and the opportunities AI agents may bring marketers in 2025.
“It’s going to get weirder” according to an article I was sent on generative AI and how searching the web is changing. From traditional search to answer engines to agentic AI, the future of search looks bleak for publishers and content creators.
Earlier this week, one of In Marketing We Trust’s search specialists sent me an MIT technology review article by Mat Honan titled ‘AI Means the End of Internet Search as We’ve Known it’. It’s a fascinating read and touches on many themes I’ve been reflecting on. The shifts in search and the role of generative AI have been on my radar since OpenAI launched.
