Will AI and multi-modal search revolutionise search as we know it?

For years, we’ve relied on search engines to navigate an ever-expanding digital world, with Google shaping how billions access information. But today, that dominance faces a new wave of transformation.

AI-powered and multi-modal (using multiple methods or technologies) search take centre stage, redefining how we find and interact with information. From Google AI Search and Bing AI to emerging platforms like ChatGPT Search (SearchGPT) and Perplexity, as well as content-centric apps like TikTok, the search ecosystem is undergoing a fundamental shift. To stay competitive, search engine marketers (SEMs) must adapt, or risk being left behind.

Let’s explore how these AI-driven tools are reshaping the world of search, what they mean for Google’s dominance, and how they’re impacting the SEO landscape.

A brief history of Google’s rise to power

Before exploring the future, it helps to understand Google’s journey to dominance. In the late 1990s, the search engine market was competitive, with Yahoo and MSN, among others, vying for the top spot.

Google entered the scene with its innovative PageRank algorithm back in 2000, ranking websites based on the quality and quantity of their backlinks. This breakthrough enabled Google to deliver more relevant results, quickly outpacing its competitors. By the time mobile and voice search emerged, Google had already become essential to daily life worldwide.

However, the advent of AI and multi-modal search poses, perhaps, the most significant threat to Google’s market share. Rivals like Bing AI, along with AI-driven search systems such as ChatGPT Search and Perplexity, and even platforms like TikTok are redefining search as we know it.

Key players in the AI and multi-modal search evolution

AI-powered and multi-modal search technologies provide users with new ways to access and understand information, making search more dynamic, interactive, and personalised. Let’s explore some of the most currently well-known offerings.

Perplexity AI

About: Perplexity is an AI-powered search engine designed to deliver concise, conversational answers. Instead of listing pages with relevant keywords, it synthesizes information from multiple sources to offer direct responses, a leap toward intent-based search that anticipates user context.

Impact: Perplexity’s approach suggests a future where search engines will behave more like digital assistants, removing the need for users to sift search results themselves.

ChatGPT Search

About: Launched by OpenAI on 31 October 2024, ChatGPT Search adds new browsing capabilities without ad bombardment. It leverages multi-modal features, handling text queries, analysing images, and accessing up-to-date web information. Its ability to synthesize complex information into conversational summaries appeals to users seeking quick insights.

Impact: ChatGPT Search redefines search as a conversational process, where users not only receive information but also gain context and insights, and can follow up for deeper understanding.

Google AI Search

About: To defend its market share, Google has heavily invested in AI technology, launching features like the Search Generative Experience (SGE) that enhances results by creating synthesized answers alongside traditional links.

Impact: Google’s blend of AI and traditional search keeps it competitive but signals that the classic list of “blue links” may eventually evolve into a more synthesized and interactive experience.

Bing AI Search

About: Microsoft’s Bing AI search, built on OpenAI’s technology, integrates conversational AI into its search interface, making the experience more interactive and context-aware, allowing follow-up questions without rephrasing.

Impact: Bing AI’s conversational capabilities offer a more intuitive search experience, akin to speaking with an expert, which could appeal to users seeking deeper interactions.

TikTok as a “Search Engine”

About: While not a traditional search engine, TikTok has become a go-to source for younger users to find information on topics ranging from travel tips to product reviews. Its algorithm delivers results based on video content and user engagement, offering a more immersive experience.

Impact: TikTok highlights the appeal of multi-modal search that combines visual, audio, and text elements. This trend will likely push text-based search platforms to incorporate richer media to stay relevant.

What to expect from the future of search

Between Google’s many algorithm updates and emerging competitors, the future of search is poised to look vastly different. Here are a few predictions for what lies ahead:

• Intent-driven, conversational search: As seen with ChatGPT Search, Perplexity, and Bing AI, there is a clear trend toward understanding user intent and context rather than just spitting information out based on keywords. Expect searches to feel more conversational and interactive, mimicking human dialogue.
• Mainstream multi-modal search: TikTok’s popularity as a “search engine” reflects a demand for a multi-dimensional search experience. Users will search using text, voice, and visual cues interchangeably, catering to diverse learning styles and accessibility.
• Personalised, context-aware search: AI tools are delivering results tailored to user history, preferences, and patterns. This trend will continue, offering search experiences that feel like consulting a personalised advisor rather than typing into a search box.

A threat to Google’s dominance?

Google may retain its market share by leveraging its vast resources and global presence, but it faces the challenge of meeting evolving user expectations driven by AI-powered competitors. If Google can’t keep pace, it may lose ground to more responsive, conversational platforms.

Search engine marketing in a multi-modal world

With AI and multi-modal search gaining traction, search engine marketers must rethink search engine optimisation (SEO) in a world where “search” happens everywhere. Here are some key strategies for us to stay competitive in a constantly shifting digital world:

1. Embrace search everywhere (multi-channel search optimisation): SEO strategies can no longer be limited to traditional search engines. Social platforms like TikTok, multi-modal search engines, and conversational AI tools are now part of the search ecosystem. Marketers should optimise content for a broad range of platforms, ensuring it is discoverable across various search tools.
2. Optimise for conversational queries and user intent: AI-powered search tools prioritise understanding user intent over keyword matching. This means marketers must focus on answering specific questions directly and creating content that provides concise, accurate answers.
3. Focus on rich media content: As visual and audio search grows, marketers will need to create video, image, and audio content that caters to these preferences. Optimising images, infographics, and videos will become crucial for reaching audiences who prefer visual content. It is an excellent way to ensure your brand is accessible to all learning types, growing brand loyalty.
4. Adapt for context and personalisation: AI-powered search tools are delivering increasingly personalised results. By targeting user demographics, past behaviours, and search contexts, marketers can align their content strategies with AI’s preference for delivering personalised, context-aware results.

Navigating the new search frontier with Team Bamboo

AI and multi-modal search are redefining the search landscape, moving beyond keyword matching to a more interactive, personalised, and multi-dimensional experience.

As these innovative technologies continue to mature, they may challenge Google’s long-standing dominance, creating a more diverse field where innovative competitors drive a fundamental transformation in how users search for and engage with content.

For digital and content marketers, adapting to this new reality requires a holistic, multi-channel SEO strategy that incorporates conversational content, rich media, and a strong presence across both traditional and emerging search platforms. As the landscape diversifies, companies that embrace this change will be well-positioned for success in this dynamic new era.

At Bamboo PR, we specialise in helping brands navigate the complexities of this evolving digital landscape. From multi-modal content strategies to comprehensive SEO and digital marketing campaigns, our team is here to ensure your brand stands out across every search channel.

Contact us today to learn how our expertise in digital and content marketing can elevate your SEO strategy and keep you ahead in the rapidly changing world of AI-powered search.