In the past four years, AI has altered how users and technology discover and engage with information and continues to evolve and reshape the digital landscape. To better understand this transformation, our GEO/SEO team analyzed 10,000 pharmaceutical-specific keywords, uncovering a hidden layer of AI background searches and a rapidly changing landscape where nearly 75% of keywords now trigger AI Overviews and sources shift frequently. These findings highlight the fundamental shift in consumer journeys, which have become more fragmented. Elevation of content now relies on AI-mediated discovery and is dynamically assembled in real time.
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