I saw SEO change more in 2024 than I ever expected, and in 2025 it’s going to be even bigger.Google might still have 8.5 billion daily searches, but OpenAI’s ChatGPT is catching up quickly with 1 billion daily messages (January 2025).Not only is Google facing a wave of new platforms — it’s also contending with agentic AI, where your audience isn’t even doing the searching themselves anymore.If marketers keep relying on the old approach of just ticking SEO boxes, businesses will vanish beneath the surge.In this video, I dig into:1. Why AI tools like ChatGPT and Perplexity are swallowing the top-of-funnel searches that used to be Google’s2. How agentic AI is becoming a “search assistant,” meaning I need to optimise for machines as well as humans3. Why zero-click search is escalating (and how to keep my brand visible when users don’t even click)4. What’s changed in content production — everyone’s publishing more than ever — and how I can ensure my pages shineAbove all, I’ve realised this next era of AI-driven search demands that marketers adapt swiftly.It’s not just about chasing higher Google positions; it’s about staying relevant wherever people — or their digital assistants — hunt for answers.If you're prepared to take on these changes, your brand will thrive, even as the gap between Google and AI engines keeps shrinking.

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