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AI chatbots have upended how people search online, creating a zero-click environment and reducing traffic to traditional search results. Publishers have taken the brunt of it, seeing dips in traffic to news coverage.
Marketers too, however, are feeling the effects of lower site traffic, creating less first-party data and fewer opportunities to retarget shoppers, according to six agency execs.
For now, the question is whether to go all in on an AI strategy or stick to the fundamentals of traditional SEO. Digiday has delved into the debate, weighing the arguments for and against marketers ushering in an era of AI search strategies.
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