SEO strategies failing as AI-generated answers dominate Google search

google i/o solidified the shift toward ai-generated answers in search results, leaving most brands with little visibility into how ai describes them to customers. this change invalidates long-standing seo strategies based on traditional search results. scrunch vp matt thompson noted that ai referrals convert at 400% higher rates than organic search, forcing a rethink of traffic value. additionally, chatgpt's dominant market share implies that brands must optimize beyond google to capture the full ai search audience. enterprise websites also remain largely unprepared for an 'agent ready' future.