In 2024 and 2025, the search landscape has seen massive evolutions through the introduction of artificial intelligence (AI) and generative search. EVERSANA INTOUCH’s innovative SEO team has stayed ahead of these changes, proactively embracing and adapting to new paradigms. Through the development of a proprietary generative search assessment, the team reverse-engineers search outcomes to deliver strategic recommendations that enhance visibility. Additionally, they’ve built custom tools designed for large-scale data analysis, ensuring clients stay ahead in an increasingly competitive digital environment.
The pace of change in AI and generative search is accelerating so rapidly that relying solely on high-confidence, empirical data is no longer sufficient for decision-making. To stay competitive, brands must look ahead, anticipating trends and strategically focusing their efforts to remain a step ahead of the curve.
Here are our predictions:
- Websites will remain; AI agents will become a key audience
- Generative AI platforms will roll out click-based monetization models
- Google will be ordered to divest Chrome
- Generative AI will be regulated in the U.S.
- Generative search spam will (deservedly) continue to make headlines
- Google will maintain a similar market share throughout 2025
- AI overviews: prevalence is nearing a plateau
- Siri integration will catapult ChatGPT’s usage
Websites Will Remain; AI Agents Will Become a Key Audience
No, SEO is not dying, but it continues to evolve. As bots have likely already surpassed humans as the largest consumers of website content, AI agents are poised to become one of the primary audiences that websites should consider.
Advances in computer vision, headless browser automation, and natural language processing (NLP) are enabling AI agents to act more effectively on behalf of their human users. Consequently, organic optimizations such as structured data, accessibility and indexability will continue to be crucial for catering to these AI agents. This change will have a moderate impact, and timing is expected to take 18 months or more, as this transformation may feel more like an evolution than an overnight change.
Generative AI Platforms Will Roll Out Click-Based Monetization Models
The freemium and subscription-based models offered by generative AI platforms like ChatGPT and Claude are unlikely to be their main revenue streams. Given that people have been accustomed to searching for free for decades, convincing them to pay for it is a tough sell.
Additionally, while licensing deals provide some revenue, they are limited, and these companies seem to be incurring losses on these products daily. Eventually, these platforms are expected to transition to a click-based monetization model, which will ultimately drive more traffic to websites. Timing is expected to take around 18 months with a medium level of confidence and high impact.
Google Will Be Ordered to Divest Chrome
The Department of Justice has upheld its recommendation for Google to divest Chrome as part of the antitrust trial verdict, with final rulings expected this summer. Leaked documents have revealed the critical role Chrome plays in supporting Google Search, suggesting that this divestiture could significantly impact Google’s ability to maintain the high quality of its search results. The timing of the verdict is expected within the next 12 months. A potential divestiture, should this high-impact scenario materialize, could take up to three years to complete.
Generative AI Will Be Regulated in the US
As active lawsuits unfold and other countries swiftly implement regulations, the U.S. will eventually balance its free-market ideologies with creator protections to help ensure the value exchange of creation and consumption continues to serve the needs of the marketplace. While regulatory timelines are estimated at 18 months, this prediction carries both high impact and a strong degree of confidence.
Generative Search Spam Will (Deservedly) Continue to Make Headlines
Large Language Models (LLMs) currently lack quality signals, which can make manipulative and spammy tactics more effective. While this trend will eventually have to course correct, it is likely to get worse before it gets better. Stay ahead of the curve by improving expertise and trust signals; while LLMs may be vulnerable to manipulation, they will likely improve their ability to prioritize authoritative sources. The timing for this improvement is estimated to be around three months, with a high confidence level and a small impact level.
Google Will Maintain Similar Market Share in 2025
Through the launch of ChatGPT, Copilot integration in Bing and Google’s AI Overviews, Google has maintained its dominant search engine market share. While the final rulings from Google’s antitrust trials have the potential to disrupt Google’s market-leading position, nothing major is likely to happen this year.
AI Overviews: Prevalence is Nearing a Plateau
Over the past year, the EVERSANA INTOUCH SEO team has monitored ~1000 industry-specific keywords, tracking the frequency and consistency of AI Overviews (AIOs). While prevalence has steadily increased in that timeframe, AIOs still have a relatively small overlap with paid search, Google’s largest source of revenue. Google’s new “AI Mode” will likely satisfy AI-hungry users who choose to opt in. The timing for this prediction is less than nine months, and the level of impact is small.
Siri Integration Will Catapult ChatGPT’s Usage
With the release of iOS 18.2, ChatGPT has been integrated into select iPhone 15 and 16 models. Currently, this integration necessitates the enablement of Apple Intelligence and the ChatGPT extension. As the process becomes more seamless and widely accessible, we anticipate a significant increase in usage. However, third-party monitoring might struggle to keep up due to the complexities in tracking app activity. Additionally, there are rumors that other Generative AI platforms may soon be integrated with iOS, potentially introducing some competition. The impact of these changes is expected to unfold within the next 12 months.
What Does This Mean for Pharma Marketers?
Whether 100% of these predictions come to pass or not, it’s clear that the landscape of generative search will continue to evolve at a rapid pace. To stay ahead, it’s crucial for pharmaceutical brands to remain informed about the latest developments and trends. Adaptability will be key; don’t rely solely on today’s data and strategies – remain open to new insights as they emerge. At the same time, don’t lose sight of the foundational elements of traditional search, which continue to play a large role in generative search. By balancing innovation with tried-and-true methods, brands will be well-positioned to navigate the dynamic world of generative search and achieve sustained success.
Interested in a generative search assessment to uncover specific opportunities for your brand? Reach out to our SEO experts today.