Chapter 1. The integration of generative AI into search is changing the nature of the search experience, with Google, Bing and Perplexity all harnessing AI to different degrees to return more comprehensive answers to user queries. Will this be the end of content links? This chapter looks at what the latest research reveals about search behaviour, and the implications for SEO and search advertising.
Digital Shift is a quarterly report on the latest technology developments within marketing and ecommerce. This is chapter one of three in the Q3 2024 edition of Digital Shift. View all chapters.