As generative AI tools reshape how we interact with information, it’s tempting to assume they’re overtaking traditional search. But the data tells a more nuanced story. A December 2024 survey shows that over half (57.8%) of US consumers still prefer Google when looking for factual answers over AI platforms like ChatGPT. This signals a critical insight for marketers: trust and clarity still drive user behavior. As audiences explore new tools, brands must double down on high-quality, search-optimized content that answers real questions with authority. The Google search engine results page (SERP) still matters for now. In an era of innovation, foundational SEO remains not just relevant—but essential.

But the landscape is changing fast; the rise of AI-assisted search means marketers must now think beyond the traditional SERP. Platforms like Google and ChatGPT are increasingly surfacing content in the form of AI-generated summaries—meaning your content’s clarity, structure, and credibility could influence whether (and how) it’s included in these new formats. Visibility in generative search won’t just be about ranking—it will be about being cited. Smart content strategy in 2025 means writing for both humans and machines.