A Whole New Chapter for Search

Imagine opening Chrome and instead of a search bar that sends you to Google, you talk to ChatGPT or another Answer Engine that answers, compares, and even acts for you. No more “type > click > bounce” — it’s “ask > answer > take action.”

This isn’t science fiction. The integration of ChatGPT and other LLM features directly into Chrome and other browsers is already happening via extensions and native features. The implications? It is monumental.

In this post, we will share our optimism: we believe this brings convenience, opportunity, and new frontiers for marketers. But we also want to be real: it deepens the zero-click problem. If we don’t adapt, many brands will silently disappear.

Let’s dig in.

What’s Already Happening (Dates, Features, Extensions)

ChatGPT Search & Chrome Extension (Late 2024 / Early 2025)

1. In February 2025, OpenAI announced ChatGPT Search-giving ChatGPT the ability to search the web in real time.
2. With that, OpenAI realeased a Chrome extension to make ChatGPT Search the default search engine in CHrome for those who installed it. (The Digital Hall installed it!)
3. That means typing in the address bar ot search box can route through ChatGPT, which can cite, present, and combine answers – not just links.
4. The extension has had some criticism, with some reporters calling it “search hijacking” because it reroutes queries via chatgpt.com/?q= under the hood.

But rememer the extension is a choice for those who wish to adopt it as of 2025!

What’s Coming?

OpenAI is reportedly building its own AI browser that will weave-in ChatGPT agent features for the entire browser experience. This will give OpenAI more control and less dependence on Google Chrome and other browsers.The flipside, Google isn;t waiting for their next move. Thye can build AI models too! And that is exactly wha they are prepping for so, prepare for the battles between Google and OpenAI.

We have our popcorn ready for the war of AI Engines!

What is the Impact on SEO, AEO and SERP Overall?

Let’s talk about what are changes, advantages, and what marketers must combat with now and int he near future.

What are the changes?

1. As we mentioned here, we are moving to an answer first, links second movement. If the search engine answers the questions directly, users may not feel the need to click through. This further drives us to a zero-click atmosphere.
2. AEO (answer engine optimization) is not an option any longer, it has become part of the foundation along with SEO (search engine optimization). If your content isn’t structured, cited, and optimized for AI answer engines, you may not appear in the new browser experience.
3. SERP has mutated from blue links to interactive interfaces. Your content may pop up as answer bubbles, sidebars, or conversational threads, over a list of results. It is the “SEARCH + CHAT + AI” hybrid.
4. Attribution and anlytics have become less visible Your typical analytics and attribution models will suffer with less data if the user never visits your website (rememer AI has answered, no clicks).
5. E-E-A-T (Experience – Expertise – Authoritativeness – Trustworthiness) is more important than ever (We told you SEO isn’t not dead and will never die!) The answer engine will decide which source it trusts to cite and return in results. Brands with the better authority and reputation signals, reviews, expertise, and clean (structured) data will dominate.
6. Clarity, structure, and speed matter more than ever. answer engines will lean more favorably towards content and brands that are well organized, concise, and contectually rich (meaning headings, bullet lists, schema, etc.)
7. Content Influence! Your brand has the ability to teach the answer engines. Brands can influence how ChatGPT and other AI engines cite them through compiling structured content.

Bright Side

Here is why we are optimistic…

1. The Convenience for the end user. Higher engagement and queries. If the user likes the answer engine results, they will use it more often and that is brand opportunity.
2. Early Discovery in the user journey. It may be a simple user question or query could place your brand in the center if you are using the The Digital Hall WRRAP method (be everywhere).
3. New Ad Oppotunities. We know “sponsored” and “boosted” answers are coming in some form. Start prepping.
4. First Implementers will benefit if they carve out a space and authority, setting the narrative before the breakout of these new features. Prep Now!
5. Multi-Channel Collaboration (synergy across channels) means brands must align with answers engines, content, user experience, commerce and other channels. Adapt a strategy that is multi-channel inclusive.

Friction? Risks?

Our thoughts on the risks and friction this may cause us marketers.

1. Zero-clicks increases as more answers happen in the browser. Decreasing pageviews, control over experience, and as mentioned above the abililty to see data.
2. Ranking Judgement or logic is not visible and does not allow the marketer to know how the answer engine selected which source it shows or cites.
3. Analytic Blackout will happen because users aren’t clicking through to sites causing chaoitic analytic reporting and ultimately strategic moments.
4. Browser/Answer Engine Authority means the rules can change at any time and in turn could impact your visibility.
5. The Look-A-Like Risk of every marketer creating the same formula and structured content that agent optimization responds to thereby creating dull yet very competitive playign field.
6. Small players problem will come into play against big brands who already have a strong trust signals. These brands may dominate more than ever. Prep now.
7. Technical Cost to update websites, revamp content and structure, schema, etc. may all come at a higher cost but invest now.

How to Increase Brand Visibility in This Agent Inside Chrome Era?

You still have power. There are oppotunities to improve brand chances of surfacing in anwser engines if you adapt the right strategies now.

Here are our suggestions:

1. Structured, rich, categorized, organized, content
2. Citations to include notable clients, awards, credentials, etc. that the answer engine may select to cite.
3. Use Your Authority! Boost media mentions, reviews, posts with notable guests, and anything that sends the message “trusted source” to the answer engine.
4. Brand + Keyword Binding to ensure your brand name is tied to titles, subheadings, metadata, etc. so when your are cited, it uses your name.
5. Answer Engine Optimization means creating and framing content in Q&A style. For example, “What is AEO (Answer Engine Optimization)?“, “How to…?” and so on. And answer with accurate and concise responses.
6. Testing or Triggering Chrome/ChatCPT extenstion for relevant queries to see the results. Reiterate your content to match or improve the responses with accurate data.
7. Feed and Schema Integration means ensuring your products and services have feeds the AE can process and index with ease.
8. Prep for Sponsored and Paid Answer Ads. This means staying on top of the latest from OpenAi and other browser annoucements. Have a plan to include budget, creatives, and potential promotions ready.
9. Track and Monitor what you can now. Even with the loss of click data, you are able to track impressions, AI cites, brand presence, and mentions.
10. Finally, keep you SEO foundation solid. Don’t pivot from search engine optimization strategie. Continue to build social, email, etc. The WRRAP method is still a must. Be everywhere and let AI find you everywhere.

What’s to Come in AI – 2025 and Beyond

We are pushing into a our foresight and intuition here but let’s talk about our vision for brands and what we believe we should brace for.

1. We already know it’s coming but a full ChatGPT/Agent Browser. OpenAi’s own browser.
2. Agent behvaior will allow for completing forms, purchases, etc. with your opt-in of course.
3. AI already logs (if you aren’t opting out) but remembering your “profile”, asks ,and preferences.
4. Sponsored Answer Ads and Boosts where brand will pay to be cited.
5. Hybrid User Interface will show ads, answer engine and still have the traditional search results below the fold, of course.
6. Voice search is already in use but will evolve heavily as we move to the zero-click evolution.
7. New KPIs/Metrics/Attribution models will be introduced with new analytic systems to learn and conquer.
8. As AI agents evolve more scrutiny will build and more demand for transparency, fairness, and control. Regulations are always a good thing so look out for more government interventions and perhaps legal actions.
9. The Competition between Microsfot, OpenAI, Google, and others will intensify for sure. The need to control or dominate the agent/browser era will be a fight to remember.

Emrace the The Digital Marketing Shift

Advocate for Your Brand Voice to be Heard and Your Content to be Seen.

We are excited having OpenAI integratde in the Chrome browser. Search, Action, and Conversation (SAC? Could this be a new thing. Just our attempt at humor.) intertwined to deliver a seamless interface for a better user experience. This brings smarter discovery and browsers to life along with new business channels and oppotunities.

The flipside is the push towards zero-clicks. Marketers and brands have to evolve quickly and stay on top of the coming trends. Our strategies must pivot tonot only think of geting ranked but “being the answer, action, and trusted source” for answer engines and users.

The Wrap up

1. Invest now in content architecture, authority, and signals that are structured.
2. Monitor and experiment with ChatGPT, answer engines, etc.
3. Plan for answer ads in the new systems
4. Keep all your current channels a live and kicking
5. Be agile and flexible, this digital landscape will continue to evolve and fast.

The future is still bright for digital marketers and brands that don’t mind evolving with the changing times. See this as an oppotunity to usher in the new chapter of AI and digital marketing. Write your own chapter because there will be many.

References

https://openai.com/index/introducing-chatgpt-search

https://searchengineland.com/chatgpt-search-officially-launches-447919 https://techcrunch.com/2025/07/09/openai-is-reportedly-releasing-an-ai-browser-in-the-coming-week