AI is rewriting the rules of online visibility, forcing businesses to rethink how they attract customers. The days of traditional Search Engine Optimization (SEO) are fading as Answer Engine Optimization (AEO) takes centre stage. But what does this mean for brands that rely on search traffic?
On The AI Grapple, I spoke with Chris Singel - digital marketing expert, comedian, and AI consultant - about how AI is disrupting search, the risks of over-automation, and why businesses need to rethink their content strategies.
Chris Singel has been working in digital marketing since the early days of the internet, before making a surprising pivot into comedy, working with platforms like Funny or Die. His curiosity about AI led him to experiment with using AI to write a book - a project that took just 12 minutes to generate a rough draft, eventually hitting #1 on Amazon’s new releases list. But his deeper focus is now on how AI is altering digital visibility and marketing strategies.
Google, AI, and the Search Engine Shake-Up
For years, businesses have relied on SEO strategies to rank on Google and drive organic traffic. But now, AI-generated answers are taking over search results, often providing information without sending users to the original source.
Chris explained how Google’s AI-powered search tools are prioritising “zero-click results”, meaning that users get answers directly on Google - without ever visiting a website. This is a nightmare for businesses that depend on website traffic for leads and sales.
Even more concerning? AI can make up information. AI-powered search tools have been caught generating answers that include fictional businesses, fake reviews, and even entirely non-existent restaurants. If AI decides what businesses are visible online, how can companies ensure they’re not erased by bad data?
AI vs. Creativity: Is Marketing Losing Its Soul?
Chris and I also tackled the growing concern that AI is making marketing content dull and repetitive. AI-generated blogs, social media posts, and ad copy are everywhere - but are they actually effective?
Chris believes that while AI can speed up content production, it shouldn’t replace human creativity. AI is great for handling repetitive tasks, but it can’t replicate brand voice, originality, or emotional nuance.
The key takeaway? Businesses should use AI as a tool for efficiency, not creativity. Marketers who rely entirely on automation risk losing authenticity and audience trust.
The Future of Search: Is Google Losing Its Grip?
A major shift is happening in how people search for information. Younger users are turning to TikTok and AI-powered platforms like Perplexity instead of Google.
Chris and I both admitted that we’re using Google less and less. I’ve been testing Perplexity’s AI search tool, which lets users ask complex questions and get real-time, context-aware answers. Unlike traditional search engines, it doesn’t flood you with ads or force you to sift through pages of results.
This raises a critical question: If Google is moving toward AI-powered answers while AI-driven search tools are becoming the go-to alternative, how should businesses adjust their strategies?
Chris recommends focusing on AI-friendly content structures. The way content is written and formatted will determine whether it gets surfaced in AI-generated results. Businesses need to adapt their website structure, metadata, and content style to ensure they remain discoverable.
Who Do We Trust? The Growing AI Misinformation Problem
One of the biggest concerns Chris raised is how AI models decide what information to trust. AI search tools often pull from Reddit, Quora, and other user-generated content, which can be factually incorrect or intentionally misleading.
He shared a story about AI-generated search results recommending glue as an ingredient in homemade pizza - a dangerous hallucination pulled from an old joke post online. This is just one example of how AI can confidently present misinformation as fact.
For businesses, this presents a major challenge. How do you control what AI says about your brand? If AI gets it wrong, how do you correct it?
Chris predicts that companies will soon have to fight to maintain control over their digital identity as AI-generated misinformation becomes more common.
The Bigger Picture: AI, Jobs, and the Future of Work
We also explored the long-term impact of AI on businesses and jobs. Chris sees two diverging paths:
Some companies will use AI to cut costs and replace workers, without considering the long-term consequences.
Others will use AI to enhance human potential, keeping employees while automating the tedious parts of their jobs.
He shared a case study of IKEA, which initially considered layoffs after introducing AI-driven automation but instead retrained employees as interior designers. This shift kept jobs intact while adding value to the customer experience.
For businesses, this raises an important question: Are you using AI to enhance your workforce or just to cut costs? The companies that invest in human-AI collaboration will be the ones that thrive.
What’s Next? Preparing for the SEO-to-AEO Transition
Chris predicts that Answer Engine Optimization (AEO) will replace SEO as AI-driven search tools become the norm. Businesses that fail to adapt will see their online visibility disappear.
To stay ahead, businesses need to:
Ensure their online presence is AI-friendly - Structured data, accurate metadata, and verified listings will be key.
Maintain credibility and authority - AI models favour well-documented, high-trust sources.
Create content designed for AI-generated answers - Businesses will need to format their information in ways that AI models can easily understand and surface.
Final Thoughts: Embracing AI Without Losing the Human Touch
AI is changing the rules of digital marketing, but businesses that strike the right balance between automation and human creativity will have the advantage.
Chris’s advice? Don’t be afraid of AI, but don’t blindly trust it either. Use it strategically, ensure your brand stays visible in AI-driven searches, and always prioritise human connection in your marketing efforts.
Stay tuned for more insights and practical advice on The AI Grapple, where we explore how AI is influencing industries and what it means for the future of work, marketing, and human ingenuity.
Connect with Chris
🌐 Website: Delta Digital Agency
📕 Book: Think Like an AI on Amazon
📱 LinkedIn: Chris Singel on LinkedIn