How is AI Reshaping Search?

Embedded AI - Intelligence at the Deep Edge

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In this episode, we explore how AI is fundamentally transforming search, moving beyond traditional keyword-based results to conversational, synthesized answers powered by generative models. We unpack the rapid adoption of features like AI Overviews and the rise of AI chatbots as preferred tools for information retrieval, reflecting a major shift in user behavior.

But this transformation isn’t without consequences. We discuss the double-edged sword of personalization, the risks of algorithmic bias and misinformation, and the challenges of navigating filter bubbles in an AI-curated digital world. On the business side, we examine how zero-click searches and AI-generated answers are reshaping web traffic and forcing brands and content creators to rethink their strategies—including the emergence of Generative Engine Optimization (GEO).

We also look at the competitive shake-up underway, where AI-native startups are challenging search giants, and ad-based revenue models are adapting to new realities within AI-driven interfaces. It’s a deep dive into the future of how we find, trust, and interact with information.

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