AI-driven tools are reshaping search results, content creation and user behaviors, with no signs of slowing down. This presents a new era of opportunities and challenges for marketers looking to increase their brand’s visibility.
To remain competitive, marketing leaders must adapt their content and SEO strategies to align with AI-powered searches. Below, Forbes Communications Council members share their top-recommended actionable steps you can take now to prepare for the future of generative AI in search.
1. Collaborate With Data Teams
Marketers should focus on understanding AI tools and leveraging them for content strategy. They must create high-quality, informative content that moves beyond traditional SEO practices. Implementing structured data can enhance visibility in AI-generated search results. Collaboration with data teams will ensure marketing strategies are data-driven and adaptable to rapid changes. – Hossam Magdy Abdelrazik
2. Test Several Tools To Find The Right Fit
This year has brought marketers many new and improved AI tools. Marketers should test several and determine which are best for their use case. Accuracy in results can vary, so I always use several platforms when generating ideas and concepts for campaigns. – Jennifer BestJBNC Marketing
3. Optimize SEO
SEO will change dramatically as more people search on generative AI tools like ChatGPT. With Google searches and clicks down this year, marketers need to figure out how to optimize content to appear in GenAI answers instead. Plus, in fields like e-commerce, we’ll see a rise in AI shopping agents (a form of GenAI search) that complete transactions—so marketers must have high-quality data for personalization. – Nate Roy, Constructor
4. Make Human Creativity A Priority
Prioritize human creativity and talent instead of outsourcing your content to AI. Focus on writing authentic, helpful information that delivers real value. Generative AI will reward uniqueness, depth, context and relevance—not robotic keyword stuffing. – Alex Goryachev, Alex Goryachev
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5. Optimize Content For Conversational Searches
Prioritize optimizing content for conversational search by aligning with how users naturally ask questions. Incorporate structured data to improve visibility in AI-generated responses. Start by auditing your SEO strategy for intent-focused, high-quality content. This ensures relevance in a generative-AI-driven search landscape, keeping your brand competitive and discoverable. – Janita Pannu, OPIIA Inc.
6. Train Your Team On AI Basics
A critical first step is formal training for all team members in the basic use of GenAI tools. This ensures effective utilization of GenAI’s capabilities while fostering collective team intelligence. The resulting synergy enhances communication, collaboration and innovation, positioning the organization to excel in leveraging GenAI beyond personal productivity and for collective team success. – Rob Robinson, HaystackID
7. Align Content With Evolving Search Results
Marketers should create authoritative, structured content to align with generative AI’s evolving search results. Google’s Search Generative Experience, for instance, delivers AI-generated summaries for queries like “How to reduce stress at work?” with actionable insights and sources. Optimizing for conversational, intent-driven content ensures greater visibility and relevance. – Toyna Chin, NOVOTECH
8. Test AI With Your Internal Knowledge Portal
Start with your internal knowledge portal. These repositories often contain difficult-to-navigate content, making them a low-risk, high-reward place to test generative AI search tools. Streamlining internal search and cross-functional workflows then prepares you for broader AI initiatives (like customer or channel partner portals). – Rebecca TakadaOutfoxr
9. Create A Content And Publishing Plan That Aligns With User Questions
Large language models are trained on language. So, having a content and publishing plan that answers user questions and meets their needs now in the online “moments that matter” will likely help brands win in both traditional and generative search. – Dave Minifie, Terakeet
10. Push The Boundaries And Test Limits
Experiment and push the boundaries of what you can achieve with AI. The technology is only going to become more prevalent, and the best way to prepare for the future is to use it now. Test it, find its limitations and identify places it can help you today. Think outside the box and push the envelope. Ignoring AI isn’t a viable option, so dive in and learn the ins and outs now. – Tom Wozniak, OPTIZMO Technologies, LLC
11. Plan For A Deeper Web Strategy
Brands that follow SEO best practices will have an edge in an AI-driven search future. Plan on AI being as ubiquitous as search engines in the next decade. It may even replace SEM altogether. Marketers can start preparing for this future by SEO optimizing existing web content. Have a content plan designed around rich, authoritative topics. Plan a web strategy that goes deeper, not wider. – Evan Reiss, Foxit
12. Make AI Cite Your Work
AI now addresses many “how-to” queries directly in its overview, often bypassing traditional link clicks. To stay visible, focus on becoming part of the AI’s reference set. Optimize your content with clear, concise and credible answers. When AI cites your work, it boosts visibility and authority. This strategy is already crucial for Google and will soon extend to tools like ChatGPT. – Prateek Panda, Tonic.ai
13. Partner With AI Providers
Marketers should partner with AI providers to integrate their content into AI learning models. Collaborating through API integrations or structured data sharing enhances brand visibility and credibility in generative AI results. Being part of foundational data ensures your brand appears as a trusted source, creating a competitive edge in AI-driven search. – Katie Jewett, UPRAISE Marketing + Public Relations
14. Analyze AI Search Behavior
Focus on creating high-quality, human-centered content that aligns with search intent, as generative AI prioritizes relevance and value. One step: Optimize for conversational queries by analyzing AI-driven search behavior. Why? It ensures your brand remains visible as AI transforms how users discover information. Adapt to lead. – Marie O’Riordan, The Vita Foundation
15. Discover The Motivation Behind A Search Query
They will need to move beyond keywords and generate comprehensive conversational content that delves into the underlying needs and motivation behind a search query. Focus on the experience beyond the search results by including natural, thoughtful and comprehensive answers within the search results themselves. – Stephanie Johnson, BrandDNA Group
16. Use Question-Based Keywords And Deliver Unique Insights
Start now on adjusting website content to take advantage of AI search results with Google AIOs, for example. Use long-tail, question-based keywords and content that goes deeper than basic info. Structure your content for featured snippets and aim for top 10 SERP rankings. Building authority and delivering unique insights will help you stand out in AI-generated search results. – Clay Tuten, KeyMark Inc.
