Marketing Experts Discuss SEO’s Evolution Amid AI Search Revolution

For over two decades, securing a top spot on Google’s first search results page was the primary goal for marketers and SEO specialists. However, the rise of AI-powered search engines like ChatGPT, Gemini, Claude, and Perplexity has transformed how consumers seek information, often receiving complete answers without clicking through to external sites. Google responded in May 2024 by launching AI Overviews, featuring AI-generated answers at the top of search results. This shift has led to a significant drop in clicks to websites, with about 68% of Google searches in early 2026 ending without any external clicks, challenging traditional SEO’s effectiveness.

Four leading Israeli marketing and digital experts, Hilit Fishman (CMO at AudioCodes), Doron Aharonson (CMO at SELA), Michal Lutzky (VP Marketing at AIG Israel), and Tomer Lewinsky (CEO of Laus Media), shared insights on whether SEO is dying or evolving. Lewinsky rejects the notion that SEO is dead, emphasizing that organic traffic still largely comes from Google and that SEO investments prepare brands for the new Generative Engine Optimization (GEO) era. Lutzky highlights that Google still controls about 90% of global search traffic, but AI’s role is expanding, requiring brands to optimize content for AI agents that may soon visit websites on behalf of users.

The experts agree that traditional SEO is evolving rather than disappearing. The focus is shifting from keywords to conversational prompts and understanding the customer journey. Measuring success now goes beyond clicks and leads to assessing influence across the customer’s decision-making process. Aharonson notes that AI engines rely heavily on Google’s indexing, so good SEO remains crucial. Fishman describes the transition as an evolution, with companies adapting content into Q&A formats to be AI-friendly.

The rise of "zero-click" searches, where users get answers directly from AI without visiting websites, poses challenges but also opportunities, especially for smaller brands to appear in AI responses. The experts predict that paid advertising will eventually enter AI search results, though the exact models and timing remain uncertain. Meanwhile, authoritative content and media presence are becoming more important, as AI favors trusted sources over generic or AI-generated content.

Looking ahead, the panel agrees that SEO or its successor will persist in some form. The search landscape will continue to change, with AI playing a central role, but marketers will still need to optimize content to influence consumer choices. As Lewinsky puts it, whether called SEO or GEO, optimization remains essential because AI engines still crawl and rank websites. The future will likely see AI search as the default mode, integrating both organic and paid strategies in new ways.