Marketing leaders are being advised to reassess their web content strategies in light of the growing influence of generative AI (GenAI) in search. According to analysts at Gartner, the rise of AI-powered search platforms is changing how content is discovered and consumed—placing new demands on content quality, technical execution, and audience targeting.
In a recent briefing, Gartner analysts Kassi Socha and Noam Dorros outlined how brands can respond to the increasing role of GenAI in surfacing search results. The insights come as search engines, including Google, continue integrating AI-generated overviews into their results pages, while standalone tools like ChatGPT, Copilot, and Perplexity gain traction as discovery engines in their own right.
Socha emphasized the need for teams to acquire or develop skills in both AI and search analytics, noting that future content strategies must blend creativity with data-driven execution. “Marketing organizations need to adjust by upskilling or hiring search and content talent with experience utilizing AI,” she said, pointing to the importance of performance analysis alongside content development.
The recommendation follows a Gartner analysis of Google search data in late 2024, which showed that content featured in Google’s top three results and Featured Snippets frequently appeared in AI-generated overviews. This supports the continued relevance of search fundamentals, particularly Google’s E-E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness.
While generative AI tools are prompting a rethinking of how users engage with information, Dorros cautioned against abandoning established practices. He advised marketers to maintain a balance between foundational SEO strategies and experimentation with newer platforms. “CMOs should not abandon traditional search fundamentals,” he said. “They provide stability and help content adapt to both current and future algorithmic shifts.”
The marketing industry has been closely watching the effect of GenAI on search, particularly as tools like ChatGPT’s web browsing capabilities and Microsoft’s integration of Copilot into Bing search continue to evolve. These platforms introduce conversational and intent-driven search models, which differ significantly from traditional keyword-based approaches. This shift presents both risk and opportunity for marketers whose organic search strategies have long centered on Google’s algorithm.
Rather than betting on a single platform to dominate in 2025, Gartner recommends tracking actual user behavior and adjusting content strategies accordingly. Dorros noted the importance of monitoring traffic sources, saying, “CMOs and their teams should not get overexcited about one platform over another.”
As search behavior fragments across more platforms and AI reshapes content delivery, marketers face increasing pressure to reassess how they reach audiences. This includes reevaluating the effectiveness of paid search investments, optimizing for current search practices, and preparing content that serves both human users and machine-generated queries.
For marketing professionals, the message is clear: the fundamentals still matter, but agility and an informed testing mindset are now just as important. With GenAI continuing to influence how information is curated and ranked, staying aligned with both consumer preferences and platform developments will be key to maintaining visibility online.
Gartner clients can find more detailed guidance in the firm’s latest report, Predicts 2025: Marketers Must Prepare to Serve Human and Machine Customers.