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If you step back to consider just how big the internet is, it’s easier to understand why search engines lie at the heart of it. For decades, search engines have served as the primary gateway to the internet, enabling users to discover websites, articles, images, videos, products, and services and find the information they need. <\/span><\/p>\n The <\/span>essential role of search<\/span><\/a> has made it indispensable to digital marketing, an industry that is in the midst of <\/span>being disrupted by generative AI <\/span><\/a>applications for the better.\u00a0<\/span><\/p>\n Today, brands around the world use search engine optimisation (SEO) as well as search engine marketing (SEM) with pay-per-click (PPC) advertising to generate traffic, encourage product discovery, drive conversions and more. <\/span><\/p>\n Though still in nascent stages, the integration of generative AI with search is poised to elevate SEO and create new playing fields for SEM — particularly in the diverse and digitally-first APAC region. As industry leaders like Microsoft\u2019s <\/span>Bing<\/span><\/a> and <\/span>Google<\/span><\/a> lay the groundwork for this new paradigm, the time for brands to educate themselves on the inherent opportunities of generative search is now.\u00a0<\/span><\/p>\n When it comes to AI, innovations to search have been ongoing, with applications like Google\u2019s iterative AI helping marketers drive efficiencies for many years now. But generative AI\u2019s ability to converse with users and be trained on the fly has the potential to fundamentally change the way people use and interact with search.\u00a0<\/span><\/p>\n For example, Google\u2019s SGE (currently an experiment in Search Labs) now uses AI on search queries to provide an answer. In Google\u2019s case, the user\u2019s entire Knowledge Graph would likely be deployed to ensure that generative AI provides the most relevant information for the user since Google prizes relevancy and trust above all else. SGE also cites sources when responding to the query, allowing users to click through to cited websites to learn more.<\/span><\/p>\n While this isn\u2019t too different from current search capabilities, users can now also choose to stay on the search page to ask follow-up questions, continuing their conversation with the AI and narrowing the scope of their research until they find their desired solution. Each question helps the generative AI to build a deeply tailored and unique user journey funnel — all without leaving the Search page.\u00a0<\/span><\/p>\n Also Read:\u00a0Rewriting the creation process of ad creatives using generative AI<\/a><\/strong><\/p>\n To understand the opportunities this new search format offers to businesses, let’s consider an e-commerce use case. Say you are trying to decide which ski jacket to purchase for a winter trip; you could start with a broad question about different types of ski jackets, then ask the AI to compare the pros and cons of a particular type of jacket before finally asking it to find a retailer who stocks that jacket, and purchasing on their website.\u00a0<\/span><\/p>\n This change will have huge implications for Organic and Paid Search. For organic, instead of appearing at the top of the search results page, the objective could be to appear as one of the first sources cited by the AI. <\/span><\/p>\n Similarly, for Paid, the objective would revolve around being the first ad to be shown during the conversation, which means an ad would have to be deemed by the AI as being the most relevant to the user\u2019s search experience.<\/span><\/p>\n While it’s still too early to tell how ad placements or AI optimisation will work, one thing remains certain — having relevant, rich content that is crawlable by the AI will be the key to \u201cwinning\u201d in the era of generative search.<\/span><\/p>\n As one of the most populous and diverse regions that are leading the world in <\/span>internet penetration and mobile adoption<\/span><\/a>, APAC\u2019s users and brands have everything to gain from the personalised and localised experience that generative search offers.\u00a0<\/span><\/p>\n Also Read:\u00a0How to leverage personalised advertising in 2023<\/a><\/strong><\/p>\n For example, Google is undoubtedly the most popular search engine in the world, holding <\/span>over 85 per cent of the global search<\/span><\/a> market share. But in APAC, localised search engines like Baidu (China), Naver (South Korea), and Yahoo.jp (Japan) play integral roles in the daily lives of users in their respective regions. And some platforms are already ahead in the AI game.\u00a0<\/span><\/p>\n South Korea\u2019s Naver, for example, <\/span>integrated AI in late 2021 <\/span><\/a>to support a significant shift in South Korean search behaviours becoming more \u201cexploratory,\u201d with users going deeper into topics that aligned with their interests and search intent. Naver saw a significant increase in these exploratory searches, accounting for nearly <\/span>65 per cent of all queries<\/span><\/a>.<\/span><\/p>\n As a brand, now is the time to review your SEO and SEM strategies and consider if additional attention to localised content, ad budgets, or search engines will be beneficial to your targeting. <\/span><\/p>\n Considering APAC\u2019s high rate of mobile adoption, it is also worth considering how you can optimise your strategies to be mobile-first. Region-specific nuances and search best practices will be key to setting up for success in the new era of generative search.<\/span><\/p>\n —<\/p>\n Editor\u2019s note:\u00a0e27<\/b>\u00a0aims to foster thought leadership by publishing views from the community. Share your opinion by\u00a0submitting<\/a>\u00a0an article, video, podcast, or infographic<\/p>\n Join our\u00a0e27<\/b>\u00a0Telegram group<\/a>,\u00a0FB community<\/a>, or like the\u00a0e27<\/b>\u00a0Facebook page<\/a><\/p>\n Image credit: Canva Pro<\/p>\n This article was first published on August 14, 2023<\/p>\n The post Rise of generative AI in search: Exploring opportunities for APAC brands<\/a> appeared first on e27<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" If you step back to consider just how big the internet is, it’s easier to understand why search engines lie at the heart of it. For decades, search engines have served as the primary gateway to the internet, enabling users to discover websites, articles, images, videos, products, and services and find the information they need. […]<\/p>\n","protected":false},"author":1,"featured_media":307,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"_links":{"self":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/305"}],"collection":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/comments?post=305"}],"version-history":[{"count":2,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/305\/revisions"}],"predecessor-version":[{"id":308,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/305\/revisions\/308"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/media\/307"}],"wp:attachment":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/media?parent=305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/categories?post=305"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/tags?post=305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}A new era of personalised search\u00a0\u00a0\u00a0<\/strong><\/h1>\n
Optimising for generative search in APAC\u00a0<\/strong><\/h2>\n