{"id":1000186,"date":"2025-09-26T14:14:49","date_gmt":"2025-09-26T13:14:49","guid":{"rendered":"https:\/\/staging-artefact.digitalseeder.com\/?post_type=blog&#038;p=1000186"},"modified":"2026-05-06T17:26:56","modified_gmt":"2026-05-06T16:26:56","slug":"how-ai-is-changing-search-and-what-it-means-for-customers-marketers-and-brands","status":"publish","type":"blog","link":"https:\/\/staging-artefact.digitalseeder.com\/fr\/blog\/how-ai-is-changing-search-and-what-it-means-for-customers-marketers-and-brands\/","title":{"rendered":"Comment le mod\u00e8le AI r\u00e9volutionne la recherche et ce que cela implique pour les clients, les sp\u00e9cialistes du marketing et les marques"},"content":{"rendered":"<h2><b>The story so far: From matching to reasoning<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Early foundations (1998\u20132015)<\/b><span style=\"font-weight: 400;\">: Ranking and matching defined Google\u2019s early years. Updates like Panda and Penguin pushed the ecosystem towards <\/span><b>relevance-focused ranking<\/b><span style=\"font-weight: 400;\"> et <\/span><b>content quality<\/b><span style=\"font-weight: 400;\">. Their massive database,<\/span><b> Knowledge Graph<\/b><span style=\"font-weight: 400;\">, shifted search from <\/span><b>string-matching to entity recognition<\/b><span style=\"font-weight: 400;\">. The launch of E-A-T (Expertise, Authoritativeness, Trustworthiness) emphasized the importance of <\/span><b>credible, accurate, and trustworthy content, <\/b><span style=\"font-weight: 400;\">while RankBrain introduced machine learning into ranking.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The neural leap (2017\u20132019)<\/b><span style=\"font-weight: 400;\">: Google\u2019s Transformer architecture enabled semantic understanding and laid the foundations of modern LLMs. Google\u2019s BERT (Bidirectional Encoder Representations from Transformers) helped parse nuance in queries, moving search even <\/span><b>closer to language comprehension<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Platform diversification (2010\u2013now)<\/b><span style=\"font-weight: 400;\">: As user behavior shifted to more prevalent use of social media, discovery expanded across YouTube, TikTok, Reddit, and Pinterest, each with unique audiences and trust signals.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The generative shift (2022\u20132023):<\/b><span style=\"font-weight: 400;\"> With OpenAI\u2019s launch of ChatGPT, generative AI entered search. Bing integrated GPT; Google launched Bard and AI Overviews. Search began to \u201ctalk back.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The AI-first SERP (2024\u20132025):<\/b><span style=\"font-weight: 400;\"> AI Mode and Overviews reconfigured SERPs (Search Engine Results Pages) into a conversational workspace, where reasoning and synthesis matter more than rank.<\/span><\/li>\n<\/ul>\n<blockquote><p><b><i>\u201cAI has been shaping search for years, but the type, scale and speed of change we\u2019re seeing now is different. It\u2019s not just about new technology; it\u2019s a redefinition of how, where, and why people search, and how search operates.\u201d <\/i><\/b><span style=\"font-weight: 400;\">&#8211; Charlie Kay<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><\/blockquote>\n<h2><\/h2>\n<h2><b>How LLMs (large language models) work and impact search<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Large language models, or LLMs, are the brains behind ChatGPT, Gemini, Claude, and every chatbot or AI-powered summary you&#8217;ve seen appear in search engines recently. They learn patterns in language from this documentation and use that knowledge to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understand natural language queries,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate fluent, human-like responses,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Summarize or rephrase content,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Infer relationships between words, concepts, and ideas.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">LLMs are trained on vast datasets, <\/span><b>tokenized <\/b><span style=\"font-weight: 400;\">into mathematical patterns. They generate text by predicting tokens or series of tokens, sometimes augmented by retrieval-augmented generation (RAG), which blends static knowledge with real-time sources.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike traditional search, LLMs don\u2019t just crawl the web to fetch results; they build answers, often reasoning step by step. Visibility now depends on being structured, accessible, and \u201creasoning-ready.\u201d<\/span><\/p>\n<h2><b>Google launches AI Overviews and AI Mode<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">SEO once focused on optimizing pages for a query, but with generative search we now have to optimize for a space that is hyper personalized, intent-first, multi-query, and reasoning-driven. AI Overviews and AI Mode are built and work differently to traditional Google search.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI Overviews<\/b><span style=\"font-weight: 400;\">: Extractive summaries are embedded in SERPs, rephrasing content with citations. Impressions rise but clicks fall as answers appear directly in the SERP.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI Mode:<\/b><span style=\"font-weight: 400;\"> A full-screen conversational experience, AI Mode uses query expansion, reasoning traces, and paragraph-level comparisons, building answers dynamically. Content isn\u2019t ranked but judged.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Together, they mark a new logic: from keywords to intent clusters, rankings to reasoning, clicks to citations.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"lazyload  wp-image-1000321 aligncenter\" src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-300x159.png\" data-orig-src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-300x159.png\" alt=\"Google launches AI Overviews and AI Mode\" width=\"402\" height=\"213\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27402%27%20height%3D%27213%27%20viewBox%3D%270%200%20402%20213%27%3E%3Crect%20width%3D%27402%27%20height%3D%27213%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-200x106.png 200w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-300x159.png 300w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-400x213.png 400w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-600x319.png 600w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-768x408.png 768w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-800x425.png 800w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode.png 950w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 402px) 100vw, 402px\" \/><\/p>\n<p><img decoding=\"async\" class=\"lazyload  wp-image-1000322 aligncenter\" src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-300x106.png\" data-orig-src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-300x106.png\" alt=\"\" width=\"402\" height=\"142\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27402%27%20height%3D%27142%27%20viewBox%3D%270%200%20402%20142%27%3E%3Crect%20width%3D%27402%27%20height%3D%27142%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-200x71.png 200w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-300x106.png 300w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-400x142.png 400w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-600x212.png 600w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-768x272.png 768w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2-800x283.png 800w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/Google-launches-AI-Overviews-and-AI-Mode-2.png 907w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 402px) 100vw, 402px\" \/><\/p>\n<p style=\"text-align: center;\"><b><i>AI Mode vs. AI Overviews: A side-by-side comparison<\/i><\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><\/h2>\n<p>&nbsp;<\/p>\n<h2><b>AI search: Who\u2019s adopting it?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Although AI search remains limited, it\u2019s growing fast. Less than <\/span><b>two percent<\/b><span style=\"font-weight: 400;\"> of organic traffic currently comes from AI-driven searches, though referral traffic is rising sharply. <\/span><b>ChatGPT and Perplexity dominate AI referrals<\/b><span style=\"font-weight: 400;\">, with adoption strongest among younger, digitally fluent audiences. Traditional search still rules, but the trajectory is clear.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"lazyload  wp-image-1000323 aligncenter\" src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-300x135.png\" data-orig-src=\"https:\/\/www.staging-artefact.digitalseeder.com\/\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-300x135.png\" alt=\"\" width=\"400\" height=\"180\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27400%27%20height%3D%27180%27%20viewBox%3D%270%200%20400%20180%27%3E%3Crect%20width%3D%27400%27%20height%3D%27180%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-200x90.png 200w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-300x135.png 300w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-400x180.png 400w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-600x270.png 600w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-768x345.png 768w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it-800x360.png 800w, https:\/\/staging-artefact.digitalseeder.com\/wp-content\/uploads\/2025\/09\/AI-search-Whos-adopting-it.png 983w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<h2><\/h2>\n<h2><\/h2>\n<p>&nbsp;<\/p>\n<h2><b>AI Assistants: Which are being used most?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Despite the fact that AI platforms only make up a fraction of total digital usage, they\u2019re undoubtedly growing, and there are leaders in this race.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/datos.live\/report\/state-of-search-q1-2025\/\"><span style=\"font-weight: 400;\">SparkToro x Datos State of Search Report<\/span><\/a><span style=\"font-weight: 400;\"> shows that ChatGPT has become the dominant AI assistant globally, making the Top\u20095 destinations visited from traditional search engines in both the U.S. and Europe &#8211; owning ~30% AI share. A recent <\/span><a href=\"https:\/\/www.semrush.com\/blog\/google-usage-after-chatgpt-adoption\/\"><span style=\"font-weight: 400;\">study by SEMRush<\/span><\/a><span style=\"font-weight: 400;\"> even indicates that ChatGPT is actually expanding the way people seek information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to research, 63% of ChatGPT users are under 34 years of age, meaning that Millennials and Gen Z are the biggest user groups, many of whom are daily users. Only 13% of ChatGPT users are 55 or older and just five percent are 65+.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>What these stats mean for marketers and brands<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There are new metrics for influence and visibility. While traditional SEO metrics still matter in specific circumstances, the metrics that are reported on need to adapt and change. Here is a list of what brands and marketers need to do:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Deep audience research:<\/b><span style=\"font-weight: 400;\"> Move beyond keywords to forums, reviews, and social data.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI visibility and measurement<\/b><span style=\"font-weight: 400;\">: Track citations, mentions, and zero-click influence, not just rankings.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tailor strategy to platform:<\/b><span style=\"font-weight: 400;\"> Optimize differently for Gemini, Copilot, Perplexity, and ChatGPT.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand building and PR:<\/b><span style=\"font-weight: 400;\"> Mentions and authority are critical signals for AI inclusion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reputation and trust:<\/b><span style=\"font-weight: 400;\"> Structured, factually clear content aligns with E-E-A-T principles.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Semantic and structured optimization:<\/b><span style=\"font-weight: 400;\"> Schema and clarity aid machine retrieval.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Multimodal content:<\/b><span style=\"font-weight: 400;\"> Optimize across text, images, video, and audio.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content architecture:<\/b><span style=\"font-weight: 400;\"> Create modular, \u201cchunkable\u201d content that AI can use.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Crawlability and agent access:<\/b><span style=\"font-weight: 400;\">Ensure assistants can access feeds and APIs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Feedback and monitoring:<\/b><span style=\"font-weight: 400;\"> Track how AI tools cite and use your content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Agentic readiness:<\/b><span style=\"font-weight: 400;\"> Prepare for AI-led transactions where assistants handle purchase flows.<\/span><\/li>\n<\/ol>\n<h2><b>Final takeaways &#8211; and a look forward<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Both traditional search and AI search are growing: <\/span><b>some studies predict AI search will surpass traditional search by 2028<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">New research suggests that <\/span><b>20% of Americans use AI tools 10x per month<\/b><span style=\"font-weight: 400;\">. Google\u2019s AI Mode and Overviews are changing behaviours, and adoption will accelerate. For now, traditional SEO still underpins AI visibility: ranking well correlates with citation in AI outputs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This isn\u2019t the demise of SEO but its evolution. Marketers must shift from optimizing for rankings to optimizing for reasoning, aiming for inclusion and influence in AI-generated answers. Brands that thrive will combine fundamentals such as strong products, authentic storytelling, genuine customer understanding with adaptation to AI\u2019s new search logic.<\/span><\/p>\n<blockquote><p><b><i><br \/>\n<\/i><\/b><b><i>\u201cThe brands that will win in this new ecosystem are those that stay visible across platforms, structure their content for both human and machine readability, evolve their measurement frameworks, and consistently prioritise real value, trust, and usability. The future of search is layered, multimodal, and agentic \u2014 and the time to get ready is now.\u201d &#8211; <\/i><\/b><span style=\"font-weight: 400;\">Charlie Kay<\/span><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>AI is transforming search, shifting it from ranking and retrieval towards reasoning and synthesis. This whitepaper charts this evolution, explains the mechanics of large language models (LLMs), and sets out the implications for marketers and brands.<br \/>\nAt the center of the new measurement landscape is the golden triangle of MROI:<br \/>\nMarketing mix modeling (MMM) provides the strategic view, quantifying the impact of marketing on sales and offering optimizers and simulators to guide budget allocation.<\/p>\n<p>Incrementality testing validates whether campaigns truly drive additional outcomes, using test-versus-control experiments to establish causality. It also calibrates both MMM and attribution models.<\/p>\n<p>Attribution informs in-flight optimization by assigning credit across customer journeys. In 2025, advanced models use deep learning and attention mechanisms to capture channel interactions more effectively.<\/p>\n<p>These methodologies are most powerful when used together: MMM for long-term planning, incrementality for ground truth, and attribution for real-time agility.<br \/>\nCompanies also face the decision of in-housing vs. SaaS solutions. In-housing brings customization and control but requires talent and investment, while SaaS offers speed and expertise. The right choice depends on resources and data maturity.<br \/>\nReal-world examples highlight best practices:<br \/>\nGoogle\u2019s Meridian introduces an open-source MMM toolkit to improve calibration, upper-funnel measurement, and bias correction.<\/p>\n<p>Accor uses incrementality testing to question assumptions and optimize budget allocation.<\/p>\n<p>Nike demonstrates the power of persistence and cultural change, embedding measurement into processes and democratizing insights.<\/p>\n<p>Artefact stresses the 95-5 rule, showing how brand equity measurement links long-term growth with short-term performance efficiency.<\/p>\n<p>Looking forward, five trends will shape measurement: improved data quality, new frameworks for retail media and connected TV, in-housed MMM with testing, privacy-first approaches, and attention-based metrics.<br \/>\nThe conclusion is clear: marketing measurement is now a strategic enabler. By integrating methodologies, embedding them in culture, and focusing on both performance and brand, CMOs can defend their budgets and unlock sustainable growth.<\/p>","protected":false},"featured_media":1000996,"parent":0,"template":"","meta":{"_acf_changed":false},"blog-category":[2995,21929,2997,21940],"blog-language":[2991],"class_list":["post-1000186","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-ai-technology","blog-category-consumer-goods-services","blog-category-data-marketing","blog-category-generative-ai","blog-language-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How AI is changing search and what it means for customers, marketers and brands - Artefact<\/title>\n<meta name=\"description\" content=\"AI is transforming search, shifting it from ranking and retrieval towards reasoning and synthesis. 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