We've all seen the AI headlines recently and on this episode, we're aiming to separate the facts from the scare stories. How much is generative AI actually changing search right now?

In this episode, Ben Howe shares five ways that generative AI is changing search including:

1. Challenging the long-established status quo of Google's dominance.

2. Measurement and reporting as we know it might become a near-impossible nightmare.

3. Sites will get less top-of-funnel traffic