AI + Search
Search is no longer just about typing a query into a box and scanning ten blue links. It is becoming a conversation, one where AI assistants like ChatGPT, Gemini, and Claude increasingly stand between a person and the information, products, and businesses they are looking for. That shift is happening fast, but it is layered on top of a search ecosystem that still drives the vast majority of how people find things online, which means understanding both sides, what is changing and what is holding steady, is essential for any business trying to stay visible.
This section explores that intersection from a few angles: how AI itself has evolved from simple voice assistants to today’s far more capable tools, what that means for how people search and discover brands, the practical challenge of measuring AI’s impact on your website traffic, and how disciplines like answer engine optimization (AEO) are emerging to help businesses show up well in AI generated answers. Alongside these, we will also look at the bigger picture, the governance, policy, and privacy questions shaping how AI is built and regulated, since those forces will keep reshaping this landscape for years to come.
Measuring the Difficulty of Measuring AI: Why Your Analytics Still Do Not Tell the Whole Story
GA4 now has an AI Assistant channel — but it misses Google’s own AI Overviews traffic, Perplexity referrals, and dark direct visits. Why your analytics still don’t tell the whole story.
From “Alexa, Set a Timer” to AGI: How AI Changed, and What It Means for Search
From Alexa and Google Home to ChatGPT and Claude Code: how a decade of AI evolution is reshaping search, discovery, and what it means to be found.
Retrieval Beats Memory, For Now
Bigger context windows keep arriving. The systems that win keep reaching for a database anyway. Why RAG continues to outperform pure parametric memory on tasks that matter.
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