It’s funny — for years, we’ve been told to “Google it.” But lately, people are “ChatGPT-ing” instead.

According to a recent piece on Fast Company, AI isn’t just changing how we shop—it’s redefining how we find anything online.

Search engines used to reward whoever shouted the loudest with keywords. Now, AI listens for the smartest whispers: authority, trust, and authenticity.

I’ve noticed this shift myself. Ask Perplexity AI for the best running shoes, and it doesn’t hand you ten blue links—it gives you two great answers, and it’s usually right.

It feels more human. Less scrolling, more deciding. This is what marketers are calling “Generative Engine Optimization,” a fancy term that basically means: stop gaming algorithms, start earning credibility.

Even giants like OpenAI and Google’s Gemini are racing to integrate shopping and brand discovery directly into chat experiences.

Imagine asking about a coffee maker and buying it inside the same chat window. It’s sleek, frictionless, and terrifying if your business still relies on old-school SEO tricks.

A few months ago, a marketing exec told me, “We used to write for search engines; now we write for robots with personalities.”

It sounded absurd—until I saw ChatGPT recommending Etsy stores mid-conversation. That’s not SEO. That’s AI trust mapping.

You don’t pay for placement; you earn it through quality, relevance, and engagement, as brands like HubSpot are already adapting to.

So where does that leave traditional SEO? Not dead, maybe, but certainly gasping.

The brands thriving now are the ones nurturing communities, sparking genuine dialogue, and staying nimble as AI reshapes the digital bazaar.

Maybe that’s the future of marketing: not shouting into the algorithmic void, but talking—really talking—to the machines that listen.

Origianl Creator: Mark Borg
Original Link: https://ai2people.com/the-great-seo-fadeout-how-ai-is-quietly-rewriting-the-rules-of-online-discovery/
Originally Posted: Fri, 24 Oct 2025 13:53:09 +0000