Q: How is the role of search changing in the AI era?
A: Search isn't disappearing — it's evolving.
Customers still want answers, but they're not relying solely on Google. Platforms like TikTok, ChatGPT, and voice assistants are now go-to tools for information. Discovery is faster, more personal, and happens where customers already spend their time.
For marketers, this is a major shift. Instead of optimizing solely for Google, you need to make sure your brand's information is present, accurate, and AI-ready across a growing list of platforms.
Q: What does this shift mean for marketers?
A: Marketers must shift from "ranking on Google" to "being discoverable everywhere."
Marketers need to meet customers where they are — on AI chatbots, social platforms, or voice search. With each platform using different algorithms, marketers need to think about more than traditional SEO. Data accuracy and platform coverage are essential.
Q: Why is structured data so important in this new landscape?
A: AI thrives on structured data. Think of it like giving a map to a GPS — it helps AI understand and deliver your brand's information in the right context.
Unlike traditional search engines, AI platforms don't rely solely on web crawlers. Instead, they pull information from knowledge graphs, local directories, reviews, social media posts, and more. Structured data tells AI what your brand is, where it is, and what it offers.
Accuracy and consistency are equally critical. AI platforms prioritize credible data, which depends on consistent details across touchpoints. Outdated or mismatched information can reduce trust, lowering the chances of your brand appearing in results.
That's why tools like the Yext Knowledge Graph are game-changers — they centralize and structure your brand's information while helping make sure it's accurate and consistent across all discovery platforms.
Q: What challenges do brands face in this environment?
A: The #1 challenge? Fragmentation of the customer journey.
Discovery is happening across so many different channels. The rules for how your brand shows up on each platform are different, and staying consistent across all of them is hard.
Additionally, AI platforms act as gatekeepers to information, so if your data isn't structured and available, your brand could be left out of the conversation entirely.
Q: How can marketers future-proof their strategies?
A: Start by investing in tools that help centralize and structure your data. Platforms like Yext help make your brand's information visible, accurate, and consistent across channels — a key factor for earning trust with AI systems.
Equally important is creating first-party content, such as FAQs and blogs, that directly address customer questions. This content strengthens your brand's authority while providing AI platforms with the reliable information they need to surface your brand in results.
By focusing on centralized data management and high-quality content, marketers can stay competitive in the discovery-driven search landscape.
Q: What's next for marketing in the age of AI?
A: The future is all about creating seamless, personalized experiences for customers.
As AI continues to evolve, marketers will need to focus on building trust by being transparent and consistent. To stay ahead, marketers must embrace emerging platforms while keeping customers at the center of every strategy.
