AI will not replace search engine optimization but rather complement and strengthen it. To understand why SEO is far from over, it is important to closely examine the facts about AI and SEO. Instead of making SEO obsolete, AI will actually increase its value.
Some may think, “Of course a digital marketing agency would say that.” That’s why it’s important to look at some hard facts about AI and SEO that clearly show why AI is not a replacement for SEO anytime soon.
Will ChatGPT replace Google?
No. Although certain types of searches work better in a question-and-answer format, the majority of online searches still rely on keywords. Here are three reasons why:
1. Google continues to dominate the search market
For those worried that Google might be replaced by ChatGPT, it is reassuring to know that Google is still far ahead. Data from Datos shows that ChatGPT still has a long way to go.
% of users on ChatGPT, Perplexity & Google (31 Oct 2024 - 16 Jan 2025)
There are even indications that Google and ChatGPT do not directly compete with each other.
Recent findings from Semrush show that 70% of searches on ChatGPT are unique to that platform—these are prompt-based requests, not the standard search terms used on Google.
Another analysis by Rand Fishkin indicates that ChatGPT holds only about 4.33% of the market share in traditional searches. And that figure assumes every interaction with ChatGPT counts as a search query similar to Google searches, which is often not the case.
AI still has a significant catch-up to do before it can fully replace Google and traditional search methods.
2. AI usage is lower among millennials than Gen Z
Many decision-makers continue to rely on traditional search tools like Google and Bing rather than switching to new methods.
This trend is also visible on other platforms, such as Facebook, where 81.4% of users are over 24 years old. In contrast, on TikTok, 70% of users are under 35.
Although these figures paint a clear picture, it does not mean that every target audience fits perfectly into this pattern. Those targeting younger generations often see deviations from this trend.
Our own research shows that Generation Z and Alpha prefer social media over traditional search channels, especially compared to older generations.
For organizations with a younger audience, integrating AI-SEO services into their marketing strategy may be worthwhile.
For other age groups, Google and Bing remain the primary tools.
3. Google’s existence depends on organic search results
If organic search results disappear, so do the advertisers.
In the fourth quarter of 2024, Google generated $96.47 billion in total revenue. Of that, $54 billion came directly from Google Search.
Search advertising accounts for 56% of the company’s total revenue.
It’s unrealistic to expect Google not to fight to protect its cash cow.
And they are doing exactly that.
AI Overviews, which are integrated into Google Search, generate roughly the same advertising revenue as non-AI search results. Despite increasing competition from ChatGPT, Google Search ad revenue rose by 10% year over year in Q4 2024.
Yes, Google will adapt how search results are generated to match AI’s capabilities. Google Search will continue to provide results (whether that means 10 blue links or not) that encourage advertisers to bid on keywords.
Money talks.
Will AI replace SEO jobs?
No, SEO jobs will not be replaced by AI, as long as the work SEO specialists do evolves alongside the capabilities that AI offers.
“AI won’t replace humans, but humans with AI will replace humans without AI.“ – HBR
AI will intensify competition within SEO
There are countless ways to do search engine optimization (SEO) and almost every aspect can be influenced by AI. Several parts of the SEO process can be automated with AI, which means:
- Faster and better keyword and topic analysis
- Automated titles, meta descriptions, and headings make on-page SEO easier
- Technical SEO becomes more accessible at a basic level
- Off-page SEO becomes saturated as AI-based content increasingly links to previously unknown pages
The result is that more high-quality content is produced—and on a regular basis.
In February 2024, Statista reported that 42% of marketing leaders use AI tools for content creation. Google's algorithm, as always, will adapt to those trying to exploit weaknesses. At the same time, the massive influx of new content makes traditional search results more competitive than ever.
SEO agencies and consultants will have to do heavier lifting, as many business owners and understaffed marketing teams struggle to stay visible and achieve results.
Searching is a cornerstone of our demand-driven economy
Supply and demand—a principle as old as time.
Platforms like Google, ChatGPT, and Claude act as providers of answers.
User searches for products and services represent the demand.
As long as the following conditions are met, searching remains indispensable:
- Potential customers are looking for products and services
- Various providers compete to fulfill that demand
Even in a distant future where AI agents can instantly provide any imaginable answer, the demand for information will persist. Every business will want to be the recommendation of such an AI agent.
As long as competition exists, there will be ways to optimize AI for this process.
Users will keep searching and businesses will keep optimizing
The meaning of SEO may change in the future, but the importance of optimization remains. Whether it’s search engine optimization, Generative Engine Optimization (GEO), or search everywhere optimization, visibility and findability stay crucial.
AI will therefore not replace search engine optimization (SEO).
