We’re more than halfway through 2025, and SEO has already changed names many times to take into account the new mission of optimizing for the rise of large language models (LLMs): We’ve seen GEO (Generative Engine Optimization) floating around, AEO ...

In this article and conversation with Google executive Nick Fox, it points to a future where search becomes more useful, more personal, and far more agentic.

Google announced the launch of AI Overviews, its generative artificial intelligence-fuelled search feature, in May 2024. Initially named Search Generative Experience, AI Overviews offers Google users AI-generated answers by sourcing and summarizing ...

After months of speculation about its search ambitions, OpenAI has revealed SearchGPT, a “prototype” search engine that could eventually help the company tear off a slice of Google's lucrative business. OpenAI said that the new tool would help users ...