For years, we’ve been trained to “Google it”: type a few keywords, scan a list of blue links, and hope we find what we’re looking for. But that’s about to change. Google’s new AI-powered search experience is not just an update; it’s a fundamental shift in how we interact with the internet.
From Keywords to Conversations
With the integration of AI into Google Search (think Search Generative Experience and Gemini integration), users are no longer just searching, they’re asking, refining, and conversing. Instead of typing “best running shoes for flat feet” and wading through articles and ads, you can now ask: “I’m training for a marathon and have flat feet. What running shoes would you recommend, and where can I buy them locally?” The AI responds with a curated, conversational summary, pulling from various sources, adapting to follow-up questions, and narrowing results with every exchange.
This represents a complete rethinking of the user experience, from passive search to active dialogue.
What This Means for Companies
This is a major challenge for businesses. Traditional SEO/SEM strategies are no longer enough. Ranking on the first page isn’t the goal anymore, because there is no first page. AI is reshaping how results are presented, merging snippets, reviews, and product data into conversational outputs.
To stay visible, your content must now be:
- Structured in a way that AI models can easily parse.
- Conversational in tone and intent.
- Context-aware, offering genuine value in response to specific, nuanced queries.
- Optimized for intent, not just keywords.
And this doesn’t just affect blogs or landing pages, it impacts how you structure product catalogs, FAQs, metadata, and even your brand voice across channels.
Your website isn’t just for human visitors anymore. It needs to speak fluently to AI, because that’s increasingly who’s summarizing your offering to your next customer.
So, here’s the big question: Is your organization ready for this shift? Are you optimizing for people, algorithms… and now, for AI conversations?
A different view by Jaime Porta 
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