Does the growth of AI search mean that a company should stop investing in SEO?

No. Traditional search remains an important source of data and traffic. The change is that content must also build topical authority that generative systems can use.

Which content will become relatively more valuable as AI spreads?

Original research, specific case studies, proprietary data, expert experience and other information that cannot simply be assembled from generally available sources.

Company websites are no longer read only by people. Marketing must explain the offer to customers and AI systems at the same time

29.9.2026

B2B customers increasingly receive their first explanation of a problem, market and suppliers directly from AI. They may therefore reach a company website only once they are already much better informed and are mainly looking for confirmation, evidence or the next step. Marketing thus gains two different audiences for its content: people and machines. The same page may not be optimal for both.

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