Why Gemini won't replace Google search

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Ultimately, AI doesn’t have to mean the end of search engines . Google CEO Sundar Pichai recently spoke about the future of search, affirming the importance of websites and search engines (good news for SEO) while also acknowledging a place for AI-powered chatbots like Gemini. It may sound contradictory, since AI is supposed to make search engines obsolete, but there’s a way in which the two activities can have a parallel future.

ChatGPT makes links visible
OpenAI recently announced that ChatGPT is now employment data including “more prominent” links to resources in its responses for paid users. The initiative is part of an effort to make links more visible and give users access to relevant information. It’s important to note, however, that the links are not available in the free version of ChatGPT, which is now accessible to anyone without the need to create an account.


This change raises questions about the parasitic nature of generative AI and the impact on brands, SEOs, and content creators. The addition of links may be seen as a step in the right direction, but it’s not yet clear whether people will actually click on these links. The links are only available in the paid versions of ChatGPT.