Yesterday, one of our founders, Grzegorz Zajaczkowski, shared expert commentary in Witualnemedia.pl for Artur Rogulski’s article “Is Google pushing us toward a no-click internet? The end of the web as we know it.”
He shared his perspective on how AI-powered search is reshaping the digital media landscape and what it means for publishers, platforms and users alike.
Announcements from Google I/O, including AI Mode, AI Overviews, assistants, Search Live and AR glasses share one defining trait, they lift the burden of traditional search from users. No more typing queries by hand, increasingly, we use voice or our phone’s camera to find what we need. And even when we do stick with the classic search bar, we’re often met with instant summaries that remove the need to dig through individual sources.
Can publishers defend themselves against the new reality Google is shaping?
The digital media landscape is already dominated by Google’s algorithms. Visibility today relies on three main pillars: traditional SEO (search results), Google Discover (interest-based feed) and the rapidly growing segment of AI Overviews – answers generated by artificial intelligence.
Google has strong arguments for rolling out these changes, mainly centered around improving user experience and addressing long-standing criticism of traditional SEO.
We are now witnessing one of the biggest arms races in the history of digital media. A new set of skills has emerged: Generative Engine Optimization (GEO), focused on making content more “readable” and usable by generative systems like AI Overviews, chatbots and Discover. This marks the rise of an entirely new discipline in digital content engineering.
Announcements from Google I/O mark the expansion of AI Overviews to new, key user groups. And while it may feel like the end of traditional media, now is precisely the time to create content more intelligently – content that’s not just visible, but understandable to AI algorithms.
What does the average user stand to gain, or lose, from these changes?
Lifestyle is the big winner. AI Mode lets users virtually try on clothes and buy instantly (a game-changer for shoppers, but a challenge for traditional e-commerce). With AR glasses on the rise, demand is growing for GEO experts and spatial design skills in fashion and beauty, the emerging world of “BeautyTech.”
Can GEO become a lifeline for businesses in this new AI-powered search reality?
Absolutely. GEO is the natural next step after traditional SEO, now powered by AI tools and methodologies but the landscape is evolving fast. ChatGPT already rivals Instagram in Polish traffic (Mediapanel), showing what’s at stake. Google’s rapid rollout of AI Mode, AI Overviews and updates to Shopping proves it’s ready for this new era.
The battle for users is entering a whole new phase.
🔗 Link to the full article: https://www.wirtualnemedia.pl/m/artykul/google-dazy-do-konca-internetu-jaki-znamy-nie-trzeba-bedzie-klikac
