As Search Fragments, Brands Must Develop Knowledge Graphs

Search is undergoing a profound transformation. With the recent announcement of OpenAI’s SearchGPT moving into beta, Google looking to insert ads into AI Overviews, and Bing revamping its own AI search results to include citations, marketers are scrambling to prepare for a completely new customer journey where classic keyword speak and reporting are likely to be nonexistent. Search fragmentation is merely the natural cycle of new technology adoption in the customer journey. These new technologies (LLMs, AI agents, AI search) are changing customer behavior and trust. In the early days of the internet, we saw a proliferation of search engines like Ask, Lycos, and AltaVista. Over time, this landscape converged, with Google emerging as the dominant player in what we now consider “classic search.” However, we’re now witnessing decentralization driven by AI and specialized search capabilities. This new reality aligns with a prescient observation made by Google and Deloitte back in 2017: “Bra

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• Oleena Mak