Digital transformation photography in marketing and data for AI in Search and SEO content.

The radical transformation: AI, search, and the new SEO.

The massive arrival of generative AI in search engines in 2025 accelerates the structural change in SEO and makes an adaptation in strategies, stacks, and content mindset essential. Today, systems like ChatGPT, Gemini, Google AI Overviews, and Perplexity have taken on a prominent role in search results, drastically impacting organic traffic flow: in educational or informational searches, recent cases show a drop of up to 45% in visits to sites that previously led rankings, driving the “zero-click search” phenomenon [ref2] . Synthetic, complete, and contextual answers are delivered before the click, often without the need to access the site.

Data, volatility, and new metrics of organic performance.

AI-powered tools have advanced the understanding of user intent and behavioral analysis, making personalization and adaptability basic requirements [ref1][ref3][ref5] . A recent study indicates that 19% of the content currently ranked on Google is generated by AI, while 80% of consumers say they trust texts created by these technologies for about 40% of their searches [ref1] . There is a growth in AI-first content: 13% of top results already originate from automation. SEO leaders, in turn, adopt stacks with predictive resources and automation to monitor volatility and anticipate search trends [ref4] . Core updates from search engines intensify the redistribution of traffic between categories and increase ranking fluctuations [ref8] .

How to prepare your website, content, and Martech stack for future-proof SEO.

Given this new environment, success requires transitioning from traditional practices to AI-driven approaches.

Think beyond exact keywords: Structure content to directly answer questions identified in user interactions. Focus on search intent and semantics, avoiding dependence on the exact term [ref3][ref5] .
Integrate automation and predictive analytics into the stack: Machine learning tools optimize theme discovery and seasonality analysis, indicating trends before the peak of interest emerges [ref4] .
Increasing transparency and ethics: By 2025, disclosing the use of AI and addressing responsible content issues will become essential to avoid penalties and build trust [ref7] .
Hyper-personalization and UX: Dynamic content tailored to the visitor’s profile drives engagement and conversions, redefining the relationship between SEO, media, and relationship building on owned channels [ref5] .