How AI is reshaping SEO in 2025

The eternal "SEO is dead" debate is resurfacing with the rise of artificial intelligence. Yet this concern masks a fundamental truth. As Kelsey Libert points out in her analysis for Search Engine Land, search is not a fixed platform, but a constantly evolving behavior. This behavior now manifests itself in multiple ways: via AI, social and, of course, search engine results pages (SERPs). Understanding this fragmentation is essential for any digital strategy.

1. Towards a multi-channel experience

Consumers are actively exploring new ways to search. Although AI chatbots like ChatGPT already rank among the world's most visited sites, traditional search remains predominant for the majority of queries. Experimentation is underway, but dependence on traditional search engines persists.

Yet this transition is not without friction. Users are expressing frustration at intrusive advertising and the inaccuracies of AI-generated summaries in traditional search. The appeal of cleaner interfaces and quicker responses from AI tools is clear. Consumer confidence in AI is growing: 64% have a positive attitude and 74% feel confident in using AI tools. We are witnessing a democratization of AI in search, with 66% of consumers believing that AI will replace traditional search engines within 5 years.

2. Brand authority is the new key to AI SEO

In this changing landscape, brand mentions are becoming the new "backlinks" in the age of AI-powered search. Unlike Google, which counts links, artificial intelligence analyzes context to capture an entity's authority. Authentic voices and original content are the ones that stand out in a sea of AI-generated similarity.

To maintain optimal visibility, your brand needs a unified content strategy that generates authority across all relevant platforms. This includes indexable web content with relevant schema markup , E-E-A-T (Expertise, Experience, Authority, Reliability) signals, expert citations, proprietary searches and brand mentions on authority sites.

3. Strengthening trust through transparency and reliability

AI innovation comes with legitimate concerns, not least about misinformation. Nearly 78% of marketing professionals and 68% of consumers fear misinformation generated by AI. However, these "concerns are a short-term problem that is rapidly improving, and AI models are evolving to cite reliable sources.

To solidify your brand's credibility and build trust, rely on a proactive approach to the governance of AI-powered content:

- Use your sources: give your AI direct access to your internal knowledge bases, brand guides or proprietary data for accurate information.

- Ensure source transparency and human proofreading: every piece of AI-generated content must be verified by experts.

- Audit content for bias and inaccuracies.

Note that 80% of consumers have a neutral or positive attitude towards trusting brands using AI-generated content , especially when good practices are applied.

4. AI, a lever for capabilities

AI is a tremendous time-saver: 93% of marketers say that AI tools save them time every week. But this time is not always reinvested wisely. Only 19% devote it to professional development, while the majority simply produce more. AI needs to be treated as an amplifier of capabilities, not just a volume multiplier that leads to burnout.

The aim is to integrate AI to free teams from repetitive tasks, enabling them to focus on strategy, creativity and human relations. This can lead to concrete benefits like the four-day work week experimented with by some teams, improving corporate culture and customer retention.

5. Channel convergence

Search is no longer just about keywords; it's about acquiring an authority that is universally recognized by algorithms. We are witnessing a convergence of channels - search, social, AI - all optimized by the same fundamental signals: authority, originality and trust.

The same tactics that get you media mentions, backlinks and social engagement will also improve your visibility in AI summaries and search insights. This convergence is a unique opportunity if you stop treating each channel as a separate game and build cross-channel credibility.

6. Equip yourself for the new era of search

To navigate this new era and maximize your potential, it's crucial to adopt these strategies. In addition to robust platforms, tools like SEO Studio (recommended by our SEO/SEA analyst) can help you structure your data, optimize your presence and track your performance in this rapidly changing landscape.

Marketing and sales managers who are slow to adapt risk being quickly left behind. To stand out today, it's no longer enough simply to adopt technologies, but to integrate them effectively and train teams in this new way of working. The figures speak for themselves: companies with advanced AI adoption outperform their competitors by 35% in sales growth and 28% in profitability. This is a growth lever that should not be missed.

This article is based on research and analysis from Search Engine Land, How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025.