Search isn’t what it used to be. And if you’re a CEO still optimizing your digital strategy around old SEO playbooks, it’s time for a serious update.

The AI Earthquake in Search

AI is fundamentally transforming how search engines operate. Google has already rolled out AI Overviews and is testing AI Mode, both of which summarize information directly within search results—before the user clicks a single link. This means:

  • Less traffic for websites
  • More zero-click results
  • A declining ROI for content-driven SEO

Chegg, for instance, has filed an antitrust lawsuit against Google, claiming AI-generated overviews have gutted their traffic and revenue. Publishers across the web are watching traffic drop without any clear attribution.

Why CEOs Are Asking Hard Questions

In a Gartner survey, CEOs identified AI as the #1 disruptive force across industries. The KPMG 2024 CEO Outlook also found that 75% of private company CEOs believe AI will be highly relevant to their sector in the next three years.

This isn’t about incremental change. It’s existential.

What This Means for Your Business

AI-generated results are cutting out the middleman—your website. If you rely on organic traffic to drive leads, conversions, or revenue, your strategy needs to evolve now.

Here are 3 questions every CEO should be asking:

  1. How will AI affect our customer acquisition funnel?
  2. Do we have a strategy for Generative Engine Optimization (GEO)?
  3. Are we investing in our own AI capabilities or relying on search platforms to define our fate?

Strategic Moves to Make Now

  • Shift your SEO strategy to GEO: Want your brand to be cited in AI-generated answers? You need structured data, authoritative content, and semantic markup.
  • Diversify your acquisition channels: Organic search is no longer a guaranteed growth channel. Paid, social, partner, and owned channels must play bigger roles.
  • Build your AI footprint: From chatbots to internal AI copilots, invest in how AI can directly create value for your business.

Final Word: Change is the Only Constant

As The Verge puts it, even Google is questioning the future of its own web model. You should be, too.

AI is changing search. Search is changing business. The question isn’t whether this matters to you. It’s whether you’re already behind.