Search engines have evolved into a central hub for nearly all online activities—from learning and shopping to entertainment and information gathering. Over the past 25 years, technology companies have continuously refined these platforms, striving to make them more intuitive, relevant, and personalized.
Despite these advancements, the way we search has remained relatively unchanged. Instead of engaging in natural, conversational exchanges, we still rely on concise, keyword-heavy queries to get the answers we need.
Enter Generative AI, which promises to revolutionize the search experience. With the ability to process natural language and provide direct answers, generative AI marks a major shift in how we interact with technology. For many, the ability to engage in back-and-forth, human-like conversations with a search engine feels almost magical. Major companies like Microsoft and Google are already integrating generative AI into their search platforms. Microsoft has incorporated ChatGPT capabilities into Bing, while Google has launched its Search Generative Experience using its conversational AI tool, Bard. These integrations offer a glimpse into the future of search—one where technology better understands and responds to users in real time.
However, generative AI still faces significant hurdles before it can fully dominate the search landscape. Two of the most pressing challenges include:
Despite these challenges, advertisers can already begin to capitalize on the benefits of generative AI in search. For instance, it can help streamline workflow processes, enhance campaign performance, and drive efficiencies. Some of the most promising applications include:
Ultimately, generative AI allows for faster scaling of media campaigns, enabling businesses to better meet consumer demand and adapt to shifting market conditions. If you are still unsure of how to approach the capabilities of generative AI, reach out to your Exact representative for guidance.