Artificial intelligence is changing the way people search and Google is no longer the only player in town. Millions of consumers are now turning to AI platforms like ChatGPT, OpenAI and other generative tools to ask questions, find products and get recommendations without ever opening Google.

According to Manny Shah, cofounder and director of Rank My Business and Australia’s leading authority on digital marketing, this shift has created one of the biggest shakeups in digital marketing history.

“AI has disrupted search faster than anyone expected. Many people are saying ‘Google is dead,’ but it’s not, it’s adapting,” Shah said.

“The problem is, businesses can’t see the changes happening yet. They’re invisible to the average user, but the impact on visibility and traffic is already here.”

Google isn’t dying, it’s evolving

Shah believes Google won’t vanish, but it will transform.

“Google is investing billions in AI, from AI Overviews to new search models. Results are shifting from lists of links to answers, summaries and chat-style interactions. This is the future of search,” Shah said. 

“This requires a completely different online content mindset and set of rules and responses.  Business that don’t respond to the new rules of online engagement will die quickly.”

The rise of integrated AI platforms

The next wave of disruption will come from integrated platforms where search, AI and work functions merge into one.

“We are going to see the entry of platforms that don’t just search for information, but act on it immediately whether that’s drafting an email, creating a document or building a presentation,” Shah said. 

“The separation of search, AI tools and workplace activity will disappear. This will completely reshape how people discover, evaluate and choose businesses.  It will change how they find their new pair of shoes, doctor, dentist or car service business.”

Businesses must rethink digital marketing

Shah warns that businesses can no longer rely on outdated digital strategies if they want to remain discoverable. Search is no longer just about keywords; it’s about context, intent and AI-driven recommendations. Google Ads and SEO are more critical than ever, but they must be smarter, more sophisticated and aligned with how AI now processes search behaviour.

A new priority: AEO and GEO

Traditional SEO is only part of the picture. Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) are now critical as search shifts to AI-driven platforms. 

“Consumers are asking ChatGPT and AI Overviews for recommendations and if a business is not optimised for these new environments, it risks vanishing from the digital landscape,” Shad emphasised. 

Social media’s growing role

Social media is also becoming an increasingly important part of the visibility mix. 

“Consumers don’t just rely on Google or AI, they cross-check with what they see on Instagram, LinkedIn, TikTok or Facebook. Social proof is now intertwined with search results,” Shah said. 

Businesses need a strong, active presence across social platforms if they want to be trusted and chosen.”

Websites must demonstrate authority

A simple brochure website no longer cuts it. Shah said websites must now show depth, authority and genuine user value. 

“AI-driven search engines prioritise high-quality content that answers questions, solves problems and builds trust.   Businesses that fail to provide this will be filtered out of the conversation,” she said. 

The new search battlefield

Shah said the way customers search is changing every month and businesses that don’t evolve will disappear. 

“Consumers are increasingly bypassing Google altogether. They’re asking AI for answers. Unless your business is optimised for this new world, you won’t even be considered,” Shah added. 

“Google is changing, AI is rising and search is being rewritten. Businesses that invest now in sophisticated digital strategies will win. Those who wait will be left behind.”

About Manny Shah

Manny Shah is the cofounder and director of Rank My Business, a performance-driven digital agency helping small to medium businesses grow through ROI-first strategies across SEO, paid ads, content, social media and web. Rank My Business is leading the AI charge with AEO and GEO strategies, helping clients maintain visibility in a search landscape driven increasingly by generative AI.

About Rank My Business

Rank My Business is a Melbourne-based digital marketing agency serving clients across Australia, the US, UK, UAE and India. Founded by Kunal and Manny Shah, the agency offers end-to-end services including SEO, Google Ads, social media, content, website design and reputation management. Known for its ROI-first, transparent approach, the agency has grown on a 90 referral rate without paid advertising and is celebrated for its long-term client partnerships. Visit www.rankmybusiness.com.au.