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News
Search Is Being Rewritten – and Marketers Aren’t Ready
Date:Â 22nd August 2025, 10:00 AM
Location: Mumbai
Senthil Kumar Hariram, Founder and MD, FTA Global, highlights that the way search works is undergoing a major shift, and many marketers are yet to adapt. Traditional approaches built around keywords and rankings are becoming less effective as AI-led systems redefine how information is discovered.
He explains that search is no longer just about queries but about understanding intent, context, and relationships between data. As a result, visibility depends on how well content is structured and interpreted by these systems rather than how aggressively it is optimised.
This shift requires marketers to rethink their strategies and move towards building interconnected and contextually relevant content ecosystems. Relying on legacy SEO practices alone may limit a brand’s ability to be discovered.
The focus, therefore, is moving from chasing rankings to ensuring relevance within AI-driven discovery environments.
To read the full article:Â Link
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