Michael Epps Utley 
As major platforms like Google double down on AI-driven features and tools like ChatGPT redefine search behavior, marketers must adapt to stay relevant. This post explores three key shifts in the industry: the rise in AI-powered subscriptions, how AI can assist with SEO audits, and the growing importance of Answer Engine Optimization (AEO).
Google’s AI Push Is Paying Off
Google recently announced it has reached over 150 million paid subscribers, and according to Reuters, much of this growth is thanks to the integration of new AI features. This surge suggests that users are not only becoming more comfortable with AI — they're actively seeking it out.
This shift is more than just a product milestone for Google. It’s a signal to marketers: AI tools are no longer optional. If users are paying for AI-enhanced experiences, they will expect the same level of immediacy in the content and search results they engage with.
ChatGPT and the AI-Powered SEO Toolkit
While AI is changing what users expect, it’s also providing marketers with new ways to deliver. One example? Using ChatGPT to streamline on-page SEO audits. Over on Search Engine Journal, Ludwig Makhyan demonstrates how marketers can build their own AI agent to audit content, identifying technical issues, improving metadata, and even suggesting keyword optimizations.
These tools are quickly evolving beyond mere gimmicks. They’re practical, accessible, and capable of saving time while improving quality. Whether you're managing a large-scale website or optimizing a blog post, AI can now be your strategic partner (if you know how to use it properly).
From SEO to AEO: A New Way to Think About Search
It’s not just the tools we use that are changing; it’s how people are searching in the first place. In a recent piece from The Hustle, Juliet Bennett Rylah outlines the growing trend of users turning to AI-powered engines like ChatGPT for direct answers instead of scrolling through traditional search engine results.
For digital marketers, this trend has led to the rise of “Answer Engine Optimization” (AEO), the practice of creating content tailored to AI tools that provide instant, conversational answers. Of course, those doing SEO the right way won’t need to pivot all that much in this new AEO environment. Marketing expert Neil Patel suggests that AEO is simply a refined approach to SEO, encouraging content creators to focus on clear, well-structured answers backed by credible sources.
The bottom line? If your content is built for human readers and for search engines (with a conversational tone, clarity, and citations), you’re already doing what’s needed for this evolving landscape.
What’s Next?
AI is no longer a trend on the horizon. It’s the engine driving the next phase of digital marketing. From Google's subscriber boom to the growing reliance on AI for time-consuming tasks like SEO audits, the message is clear: marketers who embrace these changes will be better positioned for success. And as Answer Engine Optimization becomes the new way of looking at SEO (or the new version of SEO), the goal remains the same: create helpful, accurate, engaging content.
