Have you tried #Perplexity? If you have, chances are you're not going back to #Google! Welcome to the post-Google world – a seismic shift in how we find information and interact with businesses online. This might sound dramatic to those outside the tech world, but the move from traditional search to #AINativeSearch is a tipping point in the making.
I've already made the switch to #AI-basedSearch. Why? Because it's just better. Direct answers, personalization, task completion – it's way more efficient than sifting through pages of links. The old way of searching, with its #Keywords, backlinks, and authority metrics, is fading fast.
- Decentralization: - In other specialized search engines, catering to specific needs and industries. Law, Architecture, Finance, HR, sales,, Creative media, - VerticalIized search cum execution engines that cater to industries.
- AI Assistants : Instead of just a search engine, the future is search cum execution engines. - book me the best VFM hotel for Mussoorie, make sure its 4.8 CSAT rated, pay using Crypto Currency only :) - boom!
- New Advertising Models: Traffic is going to dissemminated in another way altogether, and id imagine that trade desks are going become big, desks on the supply side and on the demand side. (Id imagine Programmatic Trade desks are going come back!)
- Subscription-based search and outcome-based buying are going to matter. As search diversifies and new monetization models emerge, media buyers will face a complex landscape. The winners will be those who can call out for the bottom of the funnel, prioritizing conversions and accurately measuring the impact of their campaigns. Outcome-based buying and a focus on tROAS / CPA will be crucial for success in this new era. subscription box services market will expand from $32.9 billion in 2023 to $105.4 billion by 2032,
- Agency Tech #Martech Mergers particularly #adtech to up their game. e.g The #ipg #Omnicom merger - (creative and media buying expertise with IPG's data-driven marketing domain)
Google's Transformation: A Hybrid ApproachGoogle isn't going down without a fight. They're pivoting, blending traditional search with AI-powered features. But even with their massive AI release, the Trillium TPU, (from 8 billion parameters search to 550 billion parameter search) and advancements in LLMs, Google is pivoting its CORE - Its going back on the very basic fundamentals off which it was made (crawling & indexing).
- Static Content is Fading: Handcrafted, static content might lose its value as AI-native search engines prioritize dynamic and personalized results. Hotels need to rethink their content strategies and embrace new formats.
- The Advertising Challenge: The advertising ecosystem will need to adapt as well. How do we measure success in a world where search is no longer the dominant force?
Challenges and Opportunities
- Decentralization and Costs: Navigating a fragmented search landscape could become more expensive and complex for hotels
- AI Skills Gap: We are on a hamster wheel, not finding time to pivot and so its going to come upon us very fast. and we won't have the skills to leverage the opportunity,
- The Fate of Static Content: If static content loses its value, will authors and researchers still create it? This could have significant implications for knowledge sharing and information accessibility.
- Increased Costs and Complexity: Decentralization might lead to higher advertising costs and make attribution even more challenging. make attribution even more challenging.
Big tech needs to invest in parallel in attribution, otherwise we are going to be flying blind. It's time for big tech to step up and provide the tools we need to measure the true impact of our campaigns in this complex, multi-channel AI world.
Investors will demand demand better attribution - only then can we unlock the full potential of AI-driven marketing / media.
