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STAMFORD, CONN., FEBRUARY 19, 2024
GARTNER PREDICTS SEARCH ENGINE VOLUME WILL DROP 25% BY 2026, DUE TO AI CHATBOTS
AND OTHER VIRTUAL AGENTS
TECH MARKETING TACTICS TO BE DISCUSSED AT THE GARTNER TECH GROWTH & INNOVATION
CONFERENCE, MARCH 20-21 IN GRAPEVINE, TEXAS
By 2026, traditional search engine volume will drop 25%, with search marketing
losing market share to AI chatbots and other virtual agents, according to
Gartner, Inc.
“Organic and paid search are vital channels for tech marketers seeking to reach
awareness and demand generation goals,” said Alan Antin, Vice President Analyst
at Gartner. “Generative AI (GenAI) solutions are becoming substitute answer
engines, replacing user queries that previously may have been executed in
traditional search engines. This will force companies to rethink their marketing
channels strategy as GenAI becomes more embedded across all aspects of the
enterprise.”
Quality and Authenticity Will Be Focal Points as Virtual Agents Replace
Traditional Search
With GenAI driving down the cost of producing content, there is an impact around
activities including keyword strategy and website domain authority scoring.
Search engine algorithms will further value the quality of content to offset the
sheer amount of AI-generated content, as content utility and quality still
reigns supreme for success in organic search results.
There will also be a greater emphasis placed on watermarking and other means to
authenticate high-value content. Government regulations across the globe are
already holding companies accountable as they begin to require the
identification of marketing content assets that AI creates. This will likely
play a role in how search engines will display such digital content.
“Companies will need to focus on producing unique content that is useful to
customers and prospective customers,” said Antin. “Content should continue to
demonstrate search quality-rater elements such as expertise, experience,
authoritativeness and trustworthiness.”
Gartner clients can read more in “Predicts 2024: How GenAI Will Reshape Tech
Marketing.”
Gartner Tech Growth & Innovation Conference
Gartner analysts will provide additional analysis on how technology service
providers can accelerate growth, drive product innovation and leverage emerging
technologies at the Gartner Tech Growth & Innovation Conference, taking place
March 20-21, 2024 in Grapevine, TX. Follow news and updates from the conference
on X using #GartnerTGI.
About Gartner for High Tech
Gartner for High Tech equips tech leaders and their teams with role-based best
practices, industry insights and strategic views into emerging trends and market
changes to achieve their mission-critical priorities and build the successful
organizations of tomorrow. Additional information is available at
www.gartner.com/en/industries/high-tech.
Follow news and updates from Gartner for High Tech on X and LinkedIn using
#GartnerHT. Visit the Gartner Newsroom for more information and insights.
MEDIA CONTACTS
Matt LoDolce
Gartner
Matt.Lodolce@gartner.com
Catherine Howley
Gartner
Catherine.Howley@gartner.com
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