How has AI changed the Search and Digital Marketing industry?
Posted: Wed Sep 24, 2025 12:48 pm
Google's AI Overview has been available in Poland since March of this year , and it has already revolutionized the way we approach search. The AIO results have forced the SEO industry to develop new strategies and adapt to the mechanism by which Google cites sources in this module. The result is declining organic traffic (decreasing clicks) and a sharp increase in impressions.
And that's not the end of the changes from uk sme data the well-known giant. In Poland, we're also expecting the introduction of AI Mode , which is already available in the United States. AI Mode is a new search system that, instead of links to websites, presents only the answer generated by AI, with the option to ask additional questions to refine the answer.
In parallel to Google's offerings, AI models such as ChatGPT, Claude, Copilot, and Perplexity are developing. These solutions are very attractive to users – they deliver comprehensive answers in seconds, saving time required for standard Google research. AI models are already starting to take over a share of the global search market, and this trend is still rapidly growing.
How is the world of Search changing as a result?
In addition to classic SEO, the strategy should also include AISO, i.e. optimization for results generated by AI, but not only in Google
From search results in the form of a list of website links, we move on to conversational responses and brand mentions
Organic traffic KPIs are changing from click-throughs in Google to visibility in AI responses.
Large brands know that if they don't establish a presence in AI responses now, their competitors will quickly take over this customer acquisition channel. Just as happened with Google SEO 10 years ago, it's a good idea to establish your brand's position early in the AI's rise.
And that's not the end of the changes from uk sme data the well-known giant. In Poland, we're also expecting the introduction of AI Mode , which is already available in the United States. AI Mode is a new search system that, instead of links to websites, presents only the answer generated by AI, with the option to ask additional questions to refine the answer.
In parallel to Google's offerings, AI models such as ChatGPT, Claude, Copilot, and Perplexity are developing. These solutions are very attractive to users – they deliver comprehensive answers in seconds, saving time required for standard Google research. AI models are already starting to take over a share of the global search market, and this trend is still rapidly growing.
How is the world of Search changing as a result?
In addition to classic SEO, the strategy should also include AISO, i.e. optimization for results generated by AI, but not only in Google
From search results in the form of a list of website links, we move on to conversational responses and brand mentions
Organic traffic KPIs are changing from click-throughs in Google to visibility in AI responses.
Large brands know that if they don't establish a presence in AI responses now, their competitors will quickly take over this customer acquisition channel. Just as happened with Google SEO 10 years ago, it's a good idea to establish your brand's position early in the AI's rise.