Gartner’s latest research predicts a significant shift in how businesses reach customers online. By 2026, traditional search engine volume is expected to decrease by 25%, with AI chatbots and other virtual agents taking over as primary sources for answering user queries.
As generative AI (GenAI) solutions continue to evolve, they are increasingly replacing traditional search engines for a wide range of user queries. This disruption forces companies to rethink their marketing strategies, especially in terms of awareness and demand generation. With AI driving down content production costs, marketers face new challenges in areas like keyword strategy and website domain authority. Search engine algorithms will increasingly prioritize content quality to combat the proliferation of AI-generated content. Authenticity will also become a critical factor, with virtual agents and AI tools reshaping how content is perceived.
“Generative AI solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines,” said Alan Antin, Vice President Analyst at Gartner, about the research.
As AI continues to reshape the marketing landscape, RevOps teams must adapt their strategies to stay competitive. The rise of AI-driven tools, such as chatbots and virtual agents, requires a shift in how companies approach demand generation and customer engagement. RevOps leaders will need to focus on integrating AI into their workflows, ensuring alignment across sales, marketing, and customer success functions. By leveraging AI for smarter decision-making and resource allocation, RevOps teams can drive greater efficiency, enhance the customer experience, and better support the evolving needs of the business in an increasingly digital world.
