Marketing

The Future of Search Engine Marketing

Author - Immy Williamson
02.09.2025

Artificial intelligence has transformed the way brands approach marketing and communication, unlocking new possibilities for businesses to connect more effectively with their audiences. Additionally, a shift in user behaviour has meant a shift in many digital strategies, with search engine marketing (SEM) at the forefront of these changes.

One of the most significant transformations in recent years has been the integration of AI into our daily lives. Tools like ChatGPT, Claude, and Gemini are now part of the digital scene – and SEM is no exception.

From marketers using AI to craft compelling and converting Ads, to end-users utilising the chatbot as a search engine instead of Google (or other engines) – the SEM landscape has been dramatically altered. Another development is the use of social media platforms being used as a search engine, TikTok is quickly becoming a fierce competitor of Google; but what does this all mean?

AI in Search Engines: How Artificial Intelligence is Transforming SEM

You may have noticed that in the last few months the way you search has fundamentally changed. Google’s AI Mode, launched in May 2025, marked a major leap in how people interact with search. Powered by Gemini 2.5, it goes beyond AI Overviews by offering a continuous, conversational assistant that integrates AI-driven insights with traditional search results. Broken down, how does AI permeate the contemporary search narrative as we understand it?

AI in Search Engines – Results

Generative Engine Optimization (GEO) is becoming essential for visibility in AI-driven search. Instead of focusing solely on traditional SERP (search engine results pages) rankings, GEO aligns content with how large language models (LLMs) process information, increasing the chances of being cited in AI-generated answers.

Unlike traditional search, where users scan lists of links, AI-powered search tools generate answers directly within the search interface. This means that for content to be seen, it must be structured and optimized to match the patterns and reasoning of LLMs. GEO focuses on creating content that is clear, authoritative, and aligned with the context of queries, increasing the likelihood of being referenced in AI responses.

AI in Search Engines – Searches

At its core, search engines started out with a simple idea: match results to what people are searching for using keywords, or short key-phrases.

Now AI is transforming the language of search. Rather than relying on short, fragmented keywords, users are now turning to natural, conversational prompts that mirror everyday speech.

As AI continues to advance, searches will become even more interactive and dynamic. Users will expect search engines to behave more like intelligent assistants—capable of understanding context, providing suggestions, and delivering insights seamlessly. Marketers who adapt to this new paradigm will be better positioned to capture attention and drive engagement.

The Role of Machine Learning in Search Engine Marketing

Machine learning (ML) is revolutionising search engine marketing (SEM) by enabling predictive analytics, personalised targeting, automated bidding, and smarter content strategies. By analysing user behaviour and contextual signals, ML algorithms can understand search intent, optimise campaigns for semantic relevance, and refine ad performance to maximise ROI. This data-driven approach goes beyond traditional keyword optimisation, allowing marketers to build more dynamic, user-centric campaigns.

While on the surface AI in PPC may seem like a more hands-off approach – it is crucial to have human intervention during a paid ads campaign… and indeed, any marketing campaign.

On one hand, AI can leverage and analyse key patterns and trends within data it is presented. On the other hand, it takes a human-centric approach to gather optimised data for AI to analyse it. An important takeaway is the symbiotic relationship of AI and human – in the digital sphere (as it currently stands) one can’t always exist without the other.

Social Media as the New Search Engine

In 2024, internet usage continued its migration from desktops to mobile devices, with one-third of Americans now accessing the web exclusively via smartphones. A study from Forbes with Talker Research highlights not only this shift but also how people’s behaviours around content and online commerce have evolved.

Social media platforms are increasingly serving purposes beyond social interaction. Apps like TikTok and Facebook Marketplace have become essential tools for search and shopping. According to research, 24% of participants now use these platforms in ways traditionally reserved for search engines, while 13% make purchases directly within the apps.

For businesses, this trend underscores the importance of integrating social media into digital strategies.

Why Human Creativity Still Matters in AI-Driven SEM

Human creativity remains essential in AI-driven search engine marketing because, despite its capabilities, AI lacks genuine emotional depth, empathy, lived experiences, and a clear human intent to guide its output. These qualities are crucial for crafting campaigns that truly resonate. While AI excels at automating repetitive tasks, analysing data, and generating insights, it relies on humans to provide the original concepts, cultural context, authentic brand voice, and strategic direction that give campaigns purpose and impact.

At the heart of this is intent and vision: AI can execute ideas, but humans originate them. A creative brief or campaign concept provides the purpose and direction that AI alone cannot generate. Equally important is emotional intelligence; humans understand and convey feelings like joy, humour, nostalgia, and even pain, enabling campaigns to connect on a deeper level. AI can mimic emotions, but it does not feel them, which limits its ability to fully engage audiences.

Authenticity and brand voice are other areas where human input is indispensable. Maintaining a consistent, unique, and trustworthy brand personality requires subtlety and nuance that AI struggles to replicate. Cultural awareness further amplifies this impact: humans understand the timing, relevance, and social context needed to ensure campaigns resonate and avoid missteps. Empathy allows creatives to relate to their audience’s experiences and needs, creating campaigns that feel personal and meaningful.

While AI can generate large volumes of ideas, it often relies on existing patterns, which can lead to generic results. Humans introduce originality, diverse perspectives, and nuanced thinking that make campaigns stand out. Additionally, human intuition and problem-solving skills allow marketers to recognize when something “doesn’t feel right” and to translate complex data into actionable, creative strategies. Ultimately, AI enhances efficiency and insight, but it is human creativity that directs these capabilities toward meaningful, impactful campaigns that align with a brand’s vision and purpose.