At this week’s Google I/O 2024, many marketers will be tuning in for any updates on the future of generative AI and search.

The annual developer conference, which takes place on Tuesday, has always been a place for the search giant to highlight major innovations for its various audiences. At Google I/O 2023, the company introduced its search generative experience (SGE), the generative AI search tool at the top of search results that’s been in testing for the past year.

As conversations with chatbots becomes more commonplace, generative AI will evolve SEO by challenging brands to optimize for natural language and accuracy instead of key words. Underlying all of this will be the need for credible content, but that’s a challenge with plenty of unclear strategies and solutions.

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