A.I. is becoming a transformative force in the realm of search marketing. Three A.I. trends in particular promise to continually shape search marketing in 2025 and beyond. Those would be generative A.I. integrated with different platforms’ marketing tools, multimodal search experiences, and improved analytics.
The Five Most-Key Takeaways from This Blog Post
- An area that A.I. is certain to significantly transform is search marketing. Integrating generative A.I. into search engines, along with growing advancements in A.I.’s capabilities across the board, will change the field as we know it.
- For generative A.I., the significant thing here is that most or all major search engines’ marketing tools will likely allow for the expedited creation or mere improvement of marketing content.
- Multimodal search allows for the submission of multimedia search queries, such as a video with a text complement. This will likely allow business owners to capitalize on visual media and audio uploaded to their companies’ web sites.
- As A.I. continues to develop to higher levels of capability in many areas, business owners can expect to see A.I. analytics about consumer behavior improve.
- Overall, A.I. will allow business owners to create more, more-stimulating marketing content while also learning more about the consumers who see the content.
Generative A.I. Integration with Ads and Marketing Tools on Platforms
Something that will boost search marketing is platforms like Google Ads that offer users (such as businesses) to use gen-A.I. tools that can improve or even create marketing content.
For instance, offering a gen-A.I. marketing tool a static image of a product against a neutral blank background could be quickly transformed into a short video with a highly stimulating background.
Generative A.I. can not only upscale the market-readiness of content, but it can just upscale output for business owners in general.
Multimodal Search
It will likely be the case that having to type out a query—or speak it, if you are one of those “Hey, Siri” types—will be seen as an inconvenient limitation from the archaic days of search.
That is because A.I. with computer-vision capabilities is making multimodal search a reality.
We have already seen early signs on this with Google Lens, which launched in 2017 and allows users to upload a photo and get information about the subject of its contents in return.
But the next generation of search engine will integrate multimodal capabilities into the search bar. Upload an image, a sound, or even a video, or perhaps a combination accompanied with text so that is truly “multi”-modal.
Here is an example: upload a video of a jet plane that you see in the sky, and ask the platform the following question: what jet is in this video and why do jets make that sound?
How Business Owners Can Benefit from Multimodal Search
For business owners, this means that video, audio, and images on your web site will be even more beneficial than it already is.
Consider the example of someone taking a picture of a dent in a car after a fender bender.
The query given to the multimodal search engine is what auto-repair shops are nearby to give this vehicle a fix for the dent.
An auto-repair shop with a web site featuring a series of “before and after” photos of repair jobs could benefit here. Given the location-based search, the similarity between the dent in the car and a dent in the web site’s photo could be relevant in serving up the search.
Improved Analytics with A.I.
The other thing here is that the multimodal search experience could end up providing more and more-insightful data that can also offer insights into how to better target these searchers.
Since the secrets of search engines tend to be tightly sealed within a corporate culture, it is unknown just how such multimodal-search data could be used.
With advancements in computer vision, which enables A.I. to “see” and “hear” and the like, it is likely that just about everything in a submitted search will be significant.
Take a picture of your living room’s walls to ask what color paint is on the wall, and it may very well be the case that the posters on the wall and the style of furniture could be interpreted by A.I. as useful data about you.
The Final Key Takeaway
As A.I. continues to improve, business owners will need to adapt to a changing environment for search.
However, the tech companies that are driving this significant change are also developing A.I. tools that can smooth the adaptation to the next generation of search.
The goal for tech companies and business owners alike is to use A.I. to drive sales from search, and there is every indication that A.I. will play a key role in making that happen.
Other Great GO AI Blog Posts
GO AI the blog offers a combination of information about, analysis of, and editorializing on A.I. technologies of interest to business owners, with especial focus on the impact this tech will have on commerce as a whole.
On a usual week, there are multiple GO AI blog posts going out. Here are some notable recent articles:
- For Businesses and Other Organizations, What Makes a Successful Chatbot?
- IBM Watson vs. ChatGPT vs. Gemini: How Will Each Affect Search Engines?
- Using A.I. to Find Resources for Business Owners
- How Would Restricting Open-Source A.I. Affect Business Owners?
- The EU’s A.I. Act Has Become Law: The Implications for Business Owners (Especially American)
In addition to our GO AI blog, we also have a blog that offers important updates in the world of search engine optimization (SEO), with blog posts like “Google Ends Its Plan to End Third-Party Cookies”.
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