B2B Search Marketing: 5 Key Ways Generative AI is Changing the Future of SEO from Google’s Bard to Microsoft’s Prometheus-Based Bing
By Lane Ellis
How is ChatGPT artificial intelligence (AI) chatbot technology changing search engine optimization (SEO), and how will the major shifts being implemented by Google, Microsoft and others alter the business marketing landscape of the future?
During my 39 years working in online communications I’ve seen immense changes in search engine technology and how businesses optimize their ever-growing collections of digital content, and consider AI’s impact on the search industry to be one of the biggest shifts yet.
ChatGPT — short for generative pre-trained transformer — was rolled out as a prototype in November 2022 by the OpenAI AI research organization, and takes the form of a website interface where users type in questions and receive written responses.
It has been backed financially in part by Microsoft, which in January 2023 leaned into the partnership in the form of a multi-billion dollar investment over multiple years, as we covered in our weekly Elevate B2B Marketing news.
Google recently announced Bard, its new experimental conversational AI service powered by its Language Model for Dialogue Applications (LaMDA) project, along with plans to use it to improve Google’s search engine, and today Microsoft has also announced its own initiative to use AI in new iterations of its Bing search engine.
The way that the world engages with information is changing, and the generative AI technology Google and Microsoft are moving forward with represent a previously missing link between the roots of traditional search engines and next-level universal indexing and information presentation.
Let’s take a look at five key ways that generative AI is changing the future of business search and SEO — from Google’s new Bard to Microsoft’s latest AI-based Bing efforts, and have a glimpse at where Apple, Meta, and other leading technology firms are heading at the intersection of search and AI.
[bctt tweet=”“The way that the world engages with information is changing, and the generative AI technology Google and Microsoft are moving forward with represent a previously missing link.” — Lane R. Ellis @lanerellis” username=”toprank”]
1 — Google’s Bard & Generative AI-Infused Search Future
With the launch of its Bard AI service, Google has signaled a search future in which it looks to temper the benefits of AI with an understanding of those areas where the technology may pose challenges.
“Soon, you’ll see AI-powered features in search that distill complex information and multiple perspectives into easy-to-digest formats, so you can quickly understand the big picture and learn more from the web,” Sundar Pichai, chief executive at Google explained recently as the search giant announced plans to expand its use of AI in search, in “An Important Next Step on Our AI Journey.”
When I first heard the name that Google had chosen for its AI chatbot technology my heart sank a bit, as it somehow felt …read more
Source:: Top Rank Blog
