How AI search platforms could transform travel marketing
As the focus shifts to click-less results, organic search will change and listings will move down over time
It's becoming clear that the impact of generative artificial intelligence on search marketing is more of an evolution than a revolution. We will see a gradual shift from traditional search methods to a mix of search and AI. Brands are heavily dependent on pay-per-click advertising results and view it as a reliable investment, leading to some hesitation in adopting new approaches.
Key takeaways
- Perplexity provides detailed, "clickless" answers to search queries by synthesizing real-time information from multiple sources, including trusted news outlets, blogs, and academic papers, with explicit source citations;
- Launched in 2020 by former Salesforce AI executives, You.com aims to challenge Google's dominance by allowing users to choose different AI models for search results. In 2022, it will add real-time answers with citations;
- OpenAI, the creator of ChatGPT, is also entering the search space beyond its partnership with Microsoft. In July 2024, it launched a prototype of its AI search tool, SearchGPT, to a closed group of 10,000 testers, with plans to integrate its search capabilities directly into ChatGPT in the future.
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