In a Search realm ruled by giants like Google and Bing, the emergence of generative artificial intelligence, epitomized by ChatGPT, promises to overhaul the very essence of web exploration. The arduous task of sifting through endless URLs could soon be antiquated, replaced by instant access to magical answers mined from the boundless depths of the internet.

Nonetheless, this transformative wave isn't without its complexities. As these AI-driven search engines endeavor to elevate the online search experience, perplexing questions surface regarding the origin of information, the potential for whimsical responses, and the looming specter of copyright disputes.

Yet, lurking beneath the surface, there is one consequence of this AI revolution that has the potential to send shockwaves through the digital realm - the $68.1 billion search engine optimization (SEO) industry, a sector that once stood as the cornerstone of online visibility and content promotion.

Over the past quarter-century, websites, media outlets, blogs, and every digital entity with a domain have meticulously crafted their content to appease the digital overlords - search engines. Their aim: coax these search engines into prioritizing their content in the hierarchy of search results, attracting swarms of online surfers, and spawning an entire consultancy and marketing industry.

Enter Ravi Sen, an erudite scholar specializing in information and operations management, with an unswerving focus on e-commerce economics. In the midst of the AI resurgence, Sen raises a contentious prediction - the imminent obsolescence of SEO practices.

The Anatomy of Digital Exploration

In the conventional online quest for knowledge, a user ventures into their browser, types keywords into a search engine, and eagerly awaits the results. Upon the screen's canvas, the search engine's verdict is curated content, and the user embarks on an expedition through a myriad of hyperlinks, scouring for their desired information.

To seize the user's attention, digital content creators employ an arsenal of tactics, including the enigmatic art of SEO, strategically placed advertisements, and striking banner displays.

Take, for instance, a news platform eager to remain in the limelight. They may enlist the services of a consultant to embellish headlines and metadata, painting a digital canvas that beckons the mighty Google and Bing to favor their content when a user queries the latest revelations about a flood or a political maelstrom.

However, this grand theater of digital visibility hinges upon one pivotal factor - the unwavering influx of users to these search engine domains. To secure user loyalty and, in turn, enhance web traffic, search engines remain committed to the ceaseless evolution of their algorithms to refine the caliber of their search outcomes.

Hence, even at the potential cost of curtailing some of their revenue streams, search engines have been swift to embrace generative AI in their unending quest for enhanced search results. The ramifications of this embrace are monumental, signaling an imminent transformation of the digital exploration landscape.

The titans of the search engine domain have already set their sails in the AI winds, with Google's Bard, Microsoft's Bing AI and Baidu's ERNIE being prominent flag-bearers of this AI movement.

Rather than inundating users with a cascade of hyperlinks, a concoction of organic and paid, hinging on the user's typed keywords or inquiries, generative AI pledges a novel voyage. It delivers information as answers in the purest textual form. Imagine planning a sojourn somewhere near to Pyramids Egypt, and posing the query, "1 week plan for a visitor". Instead of sifting through Yelp reviews or blog posts, the Bing AI oracle conjures up a comprehensive itinerary guide.

As the quality of AI-generated responses continues to flourish, the user's incentive to navigate the treacherous terrains of search outcomes diminishes. Time and effort are conserved by delving into the succinct AI response, rendering the previously cherished paid blog posts and SEO strategies impotent.

This seismic shift toward AI-driven direct responses inexorably impacts the revenues of SEO consultants, search engine marketing experts, and, at the end of the day, the balance sheets of search engines themselves.

The Economic Tremors

The financial repercussions of this revolution are too substantial to ignore. In 2022, the SEO sector churned out an astonishing $68.1 billion globally, with projections painting a picture of a future market worth nearly $130 billion by 2030. However, the emergence of generative AI now casts a shadow of uncertainty over this industry.

Search engines, such as Google, heavily rely on the monetization of online search services. A substantial slice of their revenue pie is harvested from the money invested by websites seeking improved digital visibility through a medley of services, including paid placements, advertisements, and affiliate marketing - collectively known as search engine marketing. To provide a staggering example, nearly 58.1% of Google's 2022 earnings, a colossal sum of approximately $162.5 billion, was derived from Google Ads, a reservoir for these services.

While goliath corporations like Google and Microsoft may orchestrate strategies to offset their losses through AI-driven innovations, smaller SEO players, composed mainly of nimble small-and -medium-sized enterprises, face an uncertain future.

A Future Not Far from Reality

The SEO industry's journey into obscurity may not be immediate, for the pioneers of generative AI-powered search engines are still navigating their infancy. Daunting challenges lay in their path, as many of these initiatives remain experimental and accessible to only a select group of users. Furthermore, the AI realm bears the tarnished reputation of occasionally generating misleading or even fictitious responses.

In the present moment, the trust and loyalty of a substantial user base remain elusive.

Nevertheless, it's prudent to acknowledge that, with the relentless commitment and resources at the disposal of AI researchers, these models will inevitably sharpen their skills. In this narrative, the eventuality of the SEO industry's decline looms large.

In the not-so-distant future, the terrain of online exploration is destined to undergo a profound transformation, rendering the age-old practices of SEO consulting and optimization an antiquity in the annals of digital evolution.


Read next: Creators Embrace AI: Productivity Soars, Ethical Dilemmas Loom