Generative AI to have massive impact on search - PharmaLive
Artificial intelligence is on the cusp of drastically changing how we access information and the industry behind it. Since the launch of Google in the mid-’90s, when people needed to ask a question or find information they jumped to a search engine. While we have come a long way from the original 10 blue links, the search industry has not seen such a watershed moment in its lifespan, as it does now.
Search engines won’t die, they will evolve
This immense opportunity is at the top of executives’ minds across the biggest tech companies. Microsoft, in partnership with Open-AI, was the most aggressive in pursuing generative AI to improve user experience. The partnership created Prometheus. This technology combines Bing’s Index, rankings, and search results with Open-AI’s GPT models. The additional layer of creative reasoning from OpenAI aims to provide better, more relevant responses from ChatGPT.
At the time of this writing, OpenAI was rumored to be releasing an AI-backed search offering. We’re keeping close tabs on it, but do not expect to see an immediate change in the search landscape as so far the organization hasn’t announced a search offering, and if they eventually do, it can take time to establish a new offering. Google is also placing big bets on generative AI. With new efforts in Google SGE, the company plans to help users “be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.”
New technology and new destinations have already shown that users are willing to use a specific tool to find information. Amazon dominates the product search category. Over the final months of 2023, Amazon averaged anywhere from 2.3 to 2.7 billion visitors per month. We have also seen companies like Zillow and Realtor.com take ownership of the housing search market. Search on social platforms like TikTok and Reddit also continue to rise.
How will this make users’ experience better?
The infusion of this technology will allow search engines to better understand more complex questions and provide more in-depth, accurate answers. Previously, a user might need to perform multiple searches and piece together multiple answers to ultimately satisfy their needs. Now, users will be able to ask their complete question, no matter how complex, and receive an answer powered by generative AI.
What does this mean for the pharmaceutical industry and brands?
While the integration of generative AI into search will allow users to answer more complex questions, both Google and Microsoft are committed to sending traffic to relevant websites and continuing to serve ads. More than 56 percent of Google’s revenue comes from ads. Will brands still need SEO? Ultimately, yes. But SEO strategies will evolve, just as they always have.
As the strategies get comfortable, the algorithms change and the advent of search engines embracing LLMs to provide tailored answers to user queries is just that: the next phase of our channel.
And speaking of answers, one of the strongest ways to embrace some of the changes that are occurring in search is to understand the concept of answer engine optimization (AEO). This specific type of optimization focuses on being able to answer a user’s questions directly with your content in an easily discoverable format.
Now is the time to count on your content optimization for more than just keyword rankings. Your SEO and content partners should be talking about your audience profile, your wider search presence, and how to utilize AEO to your advantage. Those concepts are going to be what help you meet your search-based business goals.
Justin Freid is chief media and innovation officer; Andrew Miller is executive VP, digital activation; and Franco Maffei is senior VP, SEO at CMI Media Group.
