TL;DR Overview
AI is redefining the rules of search—and with it, the role of SEO. Google’s AI Overviews, AI Mode, and tools like ChatGPT and Perplexity are shifting user behavior, collapsing the traditional search funnel, and surfacing answers directly from multi-modal content. This report unpacks what it takes to remain visible when clicks aren’t guaranteed, brand trust is earned across platforms, and structured, authentic content wins. It offers a practical roadmap for aligning SEO with audience behavior, integrating across teams, optimizing for AI-driven discovery, and using real intelligence—not just artificial—to lead in this new era of search.
Lead authors
Derek Hobson
Senior Director, SEO
Travis Tallent
Managing Director, Site Experience (SEO & CRO)
