The Future of AI Search & SEO with Alan Bush | Marketing Stack 2025
In this session of Marketing Stack 2025, Alan Bush, an internet marketing strategist, veteran SEO expert, and university instructor at UC San Diego, discusses the profound impact of the AI layer on the internet.
He explores how discovery is being rewritten as generative artificial intelligence becomes a central gateway for information. Alan shares insights from his decades of teaching and his new venture, Ready for Greatness, to explain how marketers can adapt to this new era of search.
What is the difference between traditional AI and generative AI in search?
Alan begins by explaining that the first chapter of any modern discovery textbook must cover the technology behind search. He notes that Google has used artificial intelligence for years through a system called RankBrain.
RankBrain was the original foundation for how Google processed queries. However, the release of ChatGPT introduced the world to Generative AI, which changed the general perception of what machines can do.
Alan emphasises that people often confuse these two types of technology. Traditional AI, like RankBrain, focuses on processing and ranking existing data. Generative AI actually creates new content and answers based on its training.
Understanding this distinction is critical for marketers because it changes how content is created and consumed. He teaches his students that the future of discovery depends on knowing how these different tools interact with information.
How is the discovery layer changing with AI integration?
The traditional internet was a collection of blogs and content designed primarily for ranking. Alan observes that many SEO professionals were guilty of creating content just to satisfy algorithms. The rise of AI engines like Perplexity and ChatGPT allows users to get answers without visiting multiple websites. This shift is changing the game significantly for content creators.
Alan makes a subtle but important distinction between an answer and a solution. A generative AI engine can provide a factual answer to a simple question. However, it may not provide a comprehensive solution to a complex problem.
Websites must now double down on providing authenticity and value. He believes that human-to-human exchanges, such as podcasts and videos, will become more valuable in the future. These formats offer a depth of idea exchange that AI cannot easily replicate.
Will people bypass traditional search engines entirely in favour of AI browsers?
Search is becoming increasingly fractured. For many years, Google held a near monopoly on how people found information. Alan notes that users are now bypassing traditional search engines for specific needs. Some use Amazon for products or YouTube for entertainment. Now, many are using AI browsers directly to find information or learn how to do things.
This fracturing means that traditional websites may lose a significant amount of traffic. However, Alan suggests that this is not necessarily a bad thing. In the past, marketers relied too heavily on the quantity of traffic rather than its value.
AI engines might send fewer visitors to a site, but those visitors are often looking for specific, high-value solutions. Google is attempting to fight back by baking AI directly into its search results, but Alan warns that this might interfere with the user experience.
What does evergreen SEO look like in the age of generative AI?
The definition of evergreen content remains largely the same, but the execution is evolving. Evergreen topics provide foundational information that remains relevant over time.
Alan points out that one major issue with current AI models is their tendency to make things up or blend ideas incorrectly. Because of this, there remains a significant need for historical context and verified facts.
He points to Wikipedia as the gold standard for factual information. It remains a trusted source because it is community-regulated and provides citations. Brands that want to survive the AI era should strive to become the primary source for their specific niche.
If you provide a solid foundation of value to your customers, you become the entity that AI engines want to cite. Evergreen content should be built on a clear purpose and a commitment to reality rather than just chasing current trends.
What are the common blind spots for brands in AI discovery?
Many brands are currently lost in the hype surrounding artificial intelligence. Alan shares a story about seeing a refrigerator labelled with an AI tag, which highlights how companies often use the term as a buzzword without real utility. The biggest blind spot for businesses is focusing too much on ranking within AI engines and not enough on their core values.
True leaders in the industry do not just follow trends. They create experiences that resonate with people and go viral because of their authenticity. Alan explains that many mid-sized businesses are "chasing the dragon" of technology rather than leading their field. He advises brands to be human-centric and people-forward. Since businesses are run by people and sell to people, maintaining a human connection is the best way to remain undeniable as technology evolves.
How should marketing tools evolve to track AI visibility and personalisation?
Traditional SEO tools like Semrush and Ahrefs were built to track keyword rankings and clicks. Alan notes that these tools are facing a challenge because AI search is highly personalized.
A user in India will receive a different answer than a user in the United States based on their conversation history and location. This makes it very difficult for a single tool to provide an accurate picture of visibility.
Alan tells his students that the brain is the best tool a marketer has. While software is useful for data, it cannot replace human intuition and strategy.
He predicts that direct traffic will become more important as users search for specific brand names after doing research on AI platforms. Marketers will need to adopt different attribution models that account for brand awareness rather than just simple click through rates.
What is the Awareness Research Conversion (ARC) model for AI marketing?
To navigate the noise of the modern internet, Alan uses a codified content model. He identifies three essential phases: Awareness, Research, and Conversion. This arc represents the path that humans take when discovering a brand or product. Because there is so much "noise" and "AI slop" online, brands must be deliberate about how they guide users through these stages.
Awareness content introduces the brand's purpose to a wide audience. Research content provides the depth and facts users need to compare options. Conversion content is the final push that leads to a transaction.
Alan argues that people still move through these phases even when using AI tools. Marketers must ensure they have high-quality content available for every part of this journey to remain competitive.
How can CMOs reorganise teams for a holistic AI strategy?
For Chief Marketing Officers, the challenge is to avoid fracturing teams by channel. Alan suggests that instead of having separate SEO and social media departments, teams should be organised by strategy, production, distribution, and reporting. This allows a brand to view its marketing efforts holistically.
SEO should remain a centrepiece of this strategy because it involves creating content that resonates with human intent. However, that content must be distributed across multiple platforms, including email, paid ads, and social media.
AI should be treated as a powerful tool for generating ideas, but it should never be the "hero" of the strategy. A CMO must lead with a focus on trustworthiness and quality to ensure the brand message remains clear.
Does Reddit and community-driven content pose a monopoly risk?
There is a concern that AI engines will rely too heavily on a few sources, like Reddit or Wikipedia. Alan admits that this creates a concentration of power, but he notes that these platforms have internal democratic processes. On Reddit, users regulate each other by upvoting valuable content and downvoting spam.
This community regulation makes it difficult for bots to take over entirely. While some people will always try to abuse the system, the most successful brands on forums are those that interact authentically.
Alan believes that human beings must remain involved in regulating these spaces to prevent them from being overwhelmed by AI-generated content. The ebb and flow of the internet requires a human touch to maintain trust.
What advice should a veteran marketer give to someone new to the field?
For those just entering marketing, Alan acknowledges that the field is broader and faster than ever before. He advises newcomers to learn the fundamentals of SEO, which he defines as understanding the mission, vision, and purpose. SEO is not just about technical tags. It is about building a good experience so that people want to stay on your site.
He encourages new marketers to become "idea engines" and "solution engines." In a world where AI can provide quick answers, being the person who provides the ultimate solution is the only way to stay relevant.
He quotes George Carlin to remind students that the quality of our thoughts depends on the quality of our language. By using high-quality language across video, audio, and text, marketers can ensure they stand out from the digital slop and lead with purpose.
