In 2025, artificial intelligence has become a fundamental element of marketing, generating both confusion and enthusiasm regarding its application in various areas. Although many experts have proclaimed that SEO is dead, this statement has been exaggerated, and search engine optimization remains essential for success in the AI-dominated digital era.
SEO is not dead
Since its implementation in Google through tools like RankBrain and BERT, AI has evolved to play a central role in marketing strategies. However, despite the growing adoption of these technologies, the knowledge of tools like ChatGPT remains limited due to their training on datasets that are not up to date. This means that the information they provide may not be useful for those seeking real-time data, a critical limitation for marketing specialists.
The way users interact with AI is transforming online searches, but the user journey remains relevant. Instead of viewing AI as a threat, it should be seen as a tool that can complement and enhance existing SEO strategies. It is important to remember that AI tools, when they have access to current data through the retrieval-augmented generation (RAG) method, rely on search visibility to provide accurate answers.
Therefore, developing a solid SEO strategy should be a priority for marketers. This not only supports search but also facilitates the effective integration of AI into their efforts. As the industry adapts to these innovations, the call is clear: strengthening the fundamentals of SEO is key to successfully navigating a future where AI will continue to play an increasingly dominant role.