The rise of AI search engines is disrupting digital marketing faster than expected. In this week’s episode, Erik Wikander, co-founder and CEO of Wilgot, explains how brands must rethink their content strategy, search visibility, and marketing investments in a world where Google’s dominance is fading.Below is a list of key takeaways from the conversation.
The era of Google’s blue links is ending
For nearly 30 years, brands have optimised for Google’s search model—but that’s now obsolete. “The blue link economy is dying,” says Wikander. AI search engines, led by ChatGPT, are shifting search behaviour towards conversational discovery, where users get instant, personalised answers instead of clicking through a list of links. Google’s market share is still dominant, but AI-driven search is growing at an unprecedented pace.
Brands must brace for impact
For companies relying on Google ads and SEO, the shift to AI search will be painful. “Put on your helmet. It’s going to hurt,” Wikander warns. As more consumers leave Google, the cost of paid search will increase, shrinking ad effectiveness and forcing brands to rethink their digital strategy. While e-commerce may have a temporary cushion, AI-powered product discovery will soon disrupt online shopping as well.
AI unlocks new niches for content strategy
Although AI search disrupts traditional marketing funnels, it also creates massive opportunities in niche content. “There will be niches in the niches in the niches,” says Wikander, explaining that AI lowers content production costs, making it viable to target smaller, highly specific customer queries. Brands that understand new search patterns and create content accordingly will gain an advantage in this changing landscape.
Creative direction is more important than ever
As AI automates content production, human creative direction and brand positioning become even more crucial. “Brand will play an even larger role,” Wikander emphasises. While AI can generate text and images, brands must define their identity, voice, and storytelling to stand out. The future of marketing won’t be about producing more content—it will be about crafting content that matters.
AI will transform shopping – and bypass websites
In the near future, consumers may never visit a website to shop. AI-powered search will recommend, compare, and even purchase products directly within chat interfaces. “You may never go into a website. Most of the buyer journey will happen inside the chatbot,” Wikander predicts. For brands, this means optimising for AI discovery—not just Google rankings or social media ads.
