the health
transformation
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Joaquim Cardoso MSc
Founder and Chief Researcher, Editor & Strategist
What are the key points?
Shift from Search Marketing to Virtual Agents: Gartner predicts a 25% decline in traditional search engine volume by 2026, as AI chatbots and virtual agents take over. This shift forces tech marketers to rethink their strategies.
Quality and Authenticity: With the rise of GenAI, the focus shifts to content quality and authenticity. Search engine algorithms will prioritize high-quality content to combat the influx of AI-generated content. Companies must adapt to produce unique, trustworthy content.
Impact on Marketing Strategies: Tech marketers need to reassess their keyword strategies and website authority scoring due to GenAI’s influence. Government regulations demanding authentication of AI-generated content will also shape marketing tactics.
This press release was published by Gartner on February 19, 2024.
Tech Marketing Tactics to be Discussed at the Gartner Tech Growth & Innovation Conference, March 20-21 in Grapevine, Texas
By 2026, traditional search engine volume will drop 25%, with search marketing losing market share to AI chatbots and other virtual agents, according to Gartner, Inc.
“Organic and paid search are vital channels for tech marketers seeking to reach awareness and demand generation goals,” said Alan Antin, Vice President Analyst at Gartner. “Generative AI (GenAI) solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional search engines. This will force companies to rethink their marketing channels strategy as GenAI becomes more embedded across all aspects of the enterprise.”
Quality and Authenticity Will Be Focal Points as Virtual Agents Replace Traditional Search
With GenAI driving down the cost of producing content, there is an impact around activities including keyword strategy and website domain authority scoring. Search engine algorithms will further value the quality of content to offset the sheer amount of AI-generated content, as content utility and quality still reigns supreme for success in organic search results.
There will also be a greater emphasis placed on watermarking and other means to authenticate high-value content. Government regulations across the globe are already holding companies accountable as they begin to require the identification of marketing content assets that AI creates. This will likely play a role in how search engines will display such digital content.
“Companies will need to focus on producing unique content that is useful to customers and prospective customers,” said Antin. “Content should continue to demonstrate search quality-rater elements such as expertise, experience, authoritativeness and trustworthiness.”
Gartner clients can read more in “Predicts 2024: How GenAI Will Reshape Tech Marketing.”
Gartner Tech Growth & Innovation Conference
Gartner analysts will provide additional analysis on how technology service providers can accelerate growth, drive product innovation and leverage emerging technologies at the Gartner Tech Growth & Innovation Conference, taking place March 20-21, 2024 in Grapevine, TX. Follow news and updates from the conference on X using #GartnerTGI.
About Gartner for High Tech
Gartner for High Tech equips tech leaders and their teams with role-based best practices, industry insights and strategic views into emerging trends and market changes to achieve their mission-critical priorities and build the successful organizations of tomorrow. Additional information is available at www.gartner.com/en/industries/high-tech.
Follow news and updates from Gartner for High Tech on X and LinkedIn using #GartnerHT. Visit the Gartner Newsroom for more information and insights.
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