Get Ready: This Is What Generative AI Search Looks Like

by / May 25, 2023

ChatGPT, the large language model developed by OpenAI, opened the eyes and imaginations of the public to the potential of artificial intelligence (AI). With Microsoft investing in a partnership with OpenAI to integrate the technology into Bing, its search engine, as well as the product family formerly known as Microsoft Office (now Microsoft 365), Google has been feeling the pressure to defend its throne atop the search market.

Now we know what Google’s vision for AI-assisted search looks like, and it will have huge implications for your content and SEO strategy.

On May 10, Google hosted its Google I/O 2023 conference. Unsurprisingly, AI was the star of the show, and various Google execs took turns showing how the technology will be integrated into the company’s products.


Cathy Edwards, VP and general manager of search at Google, showed the audience how AI will shape the future of Google Search. The new search experience, which is still in beta, includes a generative AI module at the top of the search page. There, you get a response generated from Google’s own large language model, along with additional links and relevant media for you to learn more.

But, crucially, that’s not where the experience ends. At the bottom of the generative AI module, you can ask a follow-up question. This allows users to ask for more specific information as they narrow in on what they’re looking for. It also means that users can pivot to new related questions as they occur to them. Ultimately, these AI capabilities are setting the stage for users to have a conversation with the search engine.

It’s easy to see how that will make for a more engaging experience for users. But what does it mean for all the publishers and organizations that have links below the generative AI module? I believe that they’ll be less likely to get attention from users, who will be too busy interacting with the AI tool at the top of the page to bother scrolling any farther down.


That, at its core, presents a fundamental challenge to SEO as we know it. Since the invention of the search engine, the goal of search engine optimization has been to rank higher on the page by way of tactics like integrating keywords, making technical enhancements and earning backlinks. Now, using generative AI, Google is scraping and reassembling existing content to present users with “new” content that is designed to be laser-focused on what they are asking for.

The soon-to-be-archaic featured snippet
The evolved AI-powered Frankensnippet


Is it alive? No, but Google and Microsoft are hoping that it will feel that way to users.

This development will have enormous ramifications for brands going forward. Marketers will need to adapt their content strategies for an AI-assisted world in which search engines like Google and Bing are beginning to look more like competitors than channels.

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The Mx Group

B2B Insights, Staff Writer

The Mx Group is the second-largest independent, integrated B2B marketing agency in the U.S., with a mission to impact the marketplace for companies that impact the world. For over 30 years, we’ve created meaningful end-to-end buying experiences for B2B brands. Our clients are leaders and innovators in automotive, financial services, food, health care, legal services, oil and gas, industrial, packaging, trade associations, technology and SaaS who rely on our expertise to influence and grow their businesses. Our relationships with our clients and people are why B2B Marketing recognized us as Agency of the Year. Our headquarters are in Chicago, but our reach is global. Whether a client is an established or startup B2B brand, we have the people and perspective to be a strong partner that makes a difference.