Search Engine Evolution with Generative AI: Rethinking Search Based Advertising Strategies in the Era of AI-Overviews and Answer Engines

Abstract

This research describes the technology that generative artificial intelligence (AI) is using in search advertising, as well as Google’s Search Generative Experience (SGE), Bing Copilot, and conversational services such as ChatGPT and Perplexity AI. To explore a qualitative analysis approach, it examines the shift from the search engine results pages to AI-produced summaries, conversational responses, and multimodal interfaces between text, image, and voice. It focuses on the AI-Integrated Search Marketing Model, which describes how to design conversational ads, predict audience targeting, and adaptive bidding in real-time AI environments. Studies indicate that generative AI reduces organic visibility and provides a more participatory discovery by enhancing engagement-based knowledge, and marketers also need to prioritize semantic relevance, contextual authenticity, and multimodal creativity. As the paper concludes, the future of search advertising needs to incorporate AI-driven personalization with ethical and transparent marketing practices. The recommendations are for continued adaptation to increasingly dynamic conversational and multimodal search environments.