How AI and Generative Search Are Changing Content Strategy

Search is no longer what it used to be. Not long ago, marketers built strategies around ranking for a handful of keywords and climbing the traditional Google search engine results pages (SERPs). But with the rise of AI and generative search, the rules have shifted very quickly.

Google’s AI Overviews, Bing’s integration of ChatGPT, and AI-driven search assistants are changing how people discover information. For businesses and marketers, this means rethinking not just how content is created, but how it gets seen.

In this blog, we’ll explore what AI and generative search really mean for your content strategy, the risks and opportunities, and how you can stay ahead of the curve.

The Rise of AI in Search

Generative search goes beyond the classic “10 blue links.” Instead, AI tools provide summarized answers to a query directly on the search page, often pulling from multiple websites. For example:

• Google AI Overviews: Offers conversational-style answers that mix information from different sources.
• Bing Copilot: Uses GPT-powered responses to provide in-depth, context-rich answers.
• AI assistants: Tools like Perplexity or ChatGPT are increasingly replacing traditional searches for some users.

What this means is that fewer people click through to websites because they’re getting what they need directly in search results. That doesn’t mean SEO is dead; it just means it’s evolving.

What Is Generative AI Search?

Generative AI search uses artificial intelligence to create direct answers and summaries instead of simply listing links. Instead of typing a query and scanning multiple results, users get an AI-generated response with insights from several sources.

This makes the search experience faster and more conversational. However, it also means your content must work harder to stand out if you want to be included in those summaries.

Conversational Search and Longer-Tail Queries

AI-driven search tools encourage people to type (or speak) their queries in a more natural way. Instead of short, broad keywords, users are asking conversational questions like:

• Old style: “home builder Melbourne”
• New style: “who is the best home builder in Melbourne for a first home buyer?”

For marketers, this means keyword research is less about raw search volume and more about search intent. Content that directly addresses user questions in clear, conversational language is more likely to surface in AI-generated summaries.

AI Summaries and Content Visibility

One of the biggest changes with generative search is that AI tools don’t just show one website; they summarize insights from multiple sources. This shift is changing how users find content, and marketers must act strategically to remain visible.

Risks to Be Aware Of

• Declining click-throughs: When an AI summary is displayed, Google users click on traditional results only 8% of the time, which is nearly half the rate compared to pages without an AI summary (15%).
• Organic traffic declines vary by industry: Some sectors face losses between 15% and a staggering 64%. News publishers, for instance, report drops of up to 79% when their first-page result lies beneath an AI overview.
• Content misrepresentation/misinformation: AI summaries aren’t always accurate, which could misrepresent your brand or dilute your messaging.
• Content saturation: AI accelerates content production, increasing competition and noise in your niche.

Where the Opportunities Lie

• Visibility through authority: Clear, well-structured, authoritative content is more likely to be referenced in AI summaries, boosting brand visibility even if users don’t click through.
• Early optimization pays off: Brands that invest early in AI-optimized content can gain a strategic advantage, standing out in AI-generated formats.
• Thought leadership positioning: Forward-thinking marketers who leverage AI intelligently can establish authority and stand out in a crowded digital landscape.

The key is to create content that’s both valuable to readers and easy for AI systems to understand. By recognizing the challenges and embracing the opportunities, marketers can leverage the AI revolution to gain a competitive advantage.

Authority Signals and Credibility

To build trust and relevance in the AI-dominated search landscape, your content needs more than just quality; it needs credibility:

• AI Overviews are rising: As of March 2025, 13.14% of Google queries triggered an AI overview, up from just 6.49% in January.
• Screen dominance is growing: On desktop, AI Overviews and Featured Snippets together can occupy over two-thirds of the visible search screen, up to 75.7% on mobile.
• CTR declines are sharp: CTRs have dropped by up to 30%, despite a 49% rise in Google search impressions.

By featuring data-driven insights, your content demonstrates depth and keeps readers and AI systems engaged.

How Does Generative AI Affect Search?

Generative AI is reshaping search at a deeper level than just summaries. It’s changing user behavior and the way businesses approach SEO.

• For users: Search feels more like a conversation than a list of results. People are relying on AI tools for guidance, recommendations, and context, not just facts.
• For businesses: SEO is becoming less about ranking for a single keyword and more about building topic authority. The brands that consistently demonstrate expertise and trustworthiness will have the advantage as AI chooses which sources to cite.

In short, generative AI is shifting search from being transactional (keywords in, clicks out) to being contextual and trust-driven.

How to Future-Proof Your Content

At Time Out Marketing, we’ve already guided clients through adapting to AI-generated search results. In this shifting landscape, your content must help AI systems understand, trust, and prioritize your work. That means:

• Build topic authority: Instead of chasing individual keywords, create clusters of content around a theme to establish expertise.
• Use structured data: Schema markup, FAQ sections, and how-to formats help AI understand your content better.
• Optimize for E-E-A-T: Demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness across your site.
• Go deep: Thin, surface-level articles won’t cut it. AI tools prioritize comprehensive, well-researched content.

How to Adapt Your Strategy for the AI Era

Strong foundations are only half the story. You also need to think about how your content is executed and distributed in an AI-driven landscape:

• Formatting matters: Use bullet points, subheadings, and Q&A structures to make your content snippet and AI-friendly.
• Diversify traffic sources: Don’t rely solely on Google. Build stronger email lists, leverage social channels, and explore partnerships.
• Balance human and AI: AI can help with research and drafts, but strategy, creativity, and storytelling still need a human touch.
• Repurpose content: One blog can become a LinkedIn carousel, a short-form video, or even a downloadable checklist. Content repurposing maximizes your reach.

Thriving in the Age of AI and Generative Search

AI and generative search aren’t killing SEO; they’re reshaping it. The focus is shifting from chasing individual keywords to creating intent-driven, authoritative, and structured content that works for both people and machines.

Marketers who embrace these changes early, adapt their strategies, and focus on quality and authority will stay ahead of the competition.

Curious how ready your content is for the AI era? Contact us today, and let’s future-proof your content strategy together.