We are entering a new era of search, one that is fundamentally shifting how people discover, evaluate, and act on information online. For decades, marketers have relied on traditional search engines like Google to capture intent and drive results. Today, that foundation is being quietly disrupted by artificial intelligence.
Generative AI platforms like ChatGPT and Claude are changing the way people ask questions and expect answers. Instead of typing in keywords, users are having full conversations and expecting full answers. This is more than a tech shift; it’s a behaviour shift reshaping how people discover, evaluate, and decide online.
The limits of the legacy search user interface
While Google’s AI Overviews are a step forward, the core experience still revolves around a keyword bar and a static results page. This design favours fragmented phrases over full questions and often lacks the depth that AI chat tools now deliver. The gap between what users want and what traditional search offers is widening.
Is Southeast Asia feeling it?
In Southeast Asia, where mobile-first usage and high Google dominance remain the norm, early indicators suggest this shift in behaviour is beginning to take shape. Query lengths are increasing, and search terms are becoming more specific and question-based. At the same time, click-through rates on paid search are declining, and the path to conversion is becoming more fragmented.
This suggests that the traditional search funnel is no longer as linear or predictable as it once was. Consumers are moving across platforms and devices, gathering information in micro-moments that are harder to capture and attribute. AI tools accelerate this behaviour by offering more immediate and comprehensive answers than a results page filled with competing links.
What it means for SEM & SEO
This shift presents clear challenges for marketers who rely heavily on Google Search as a performance channel. If users bypass the search engine altogether or engage with its features differently, then paid ads may no longer capture the same level of intent or return.
Additionally, SEO is undergoing a similar disruption. Traditional strategies like keyword stuffing, backlink chasing, and basic content optimisation are becoming less effective. AI summarisation features may cite websites for source material, but they also reduce the need for users to click through to those sites. This diminishes the visibility and traffic that SEO once guaranteed.
Rethinking Strategy: The Way Forward
Marketers can no longer afford to treat SEM and SEO as isolated, transactional tools. The future lies in building intent ecosystems that mirror users’ thinking and behaviour. To adapt effectively, we recommend the following:
- Design for Conversation, Not Clicks
Begin with natural language prompts. Understand what your audience would ask an AI assistant when researching your product or category. Build campaigns and content that respond to these real-world questions.
- Treat Paid Search as a Trigger, Not a Closer
SEM is no longer the final stop before a conversion. It is often one of many touches along a nonlinear journey. Integrate SEM with upper-funnel content, brand storytelling, and remarketing tactics to build trust over time.
- Invest in Authority-Driven Content
As AI increasingly cites sources, publishing original, well-researched, and trustworthy content that AI models are more likely to include in their outputs is critical. This elevates your brand presence, even when traffic does not flow directly to your site.
- Advance Your Attribution Maturity
Use GA4 and other analytics tools to track assisted conversions, micro-interactions, and time-based attribution. While last-click models are, they no longer reflect the whole journey. Investing in multi-touch attribution strategies will give you a clearer picture of actual performance.
- Stay Experiment-Oriented
Run controlled tests using new ad copy that mimics conversational prompts. Evaluate search formats beyond Google, including AI-native search engines like Perplexity. Keep learning. The environment changes, and success belongs to those who evolve with it.
Conclusion: From Being Found to Being Chosen
AI is changing more than just how users find information. It is redefining the relationship between users and content itself. In this new landscape, visibility alone is no longer enough. Brands must earn trust by being practical, contextual, and present at the right moments in the journey.
At The M Makers, we see this not as a threat, but as an opportunity. The future of search is not about outsmarting algorithms. It is about understanding people better.
We invite marketers and business leaders across Southeast Asia to rethink how they appear in this new search paradigm and consider how AI might change not just the way people search but also the way we connect.