Is SEO dead? The future of search in an AI-driven world

AI-powered search is changing how people find information online – but does that mean SEO is dead? In this episode of Connecting the dots, we explore the future of search with:

🎙️ Lucy Perrott – Head of Growth at Bannerflow

🎙️ Kristina Bergwall – SEO Lead at Precis

🎙️ Simone Engbo Hansen – Global Content Lead at Precis

Together, they unpack how brands should rethink their search strategies in an AI-driven world.

Timestamps

00:00 Introduction – What this episode is all about

01:20 Meet the speakers – Who are Kristina and Lucy?

03:10 Is AI search a problem or an opportunity?

05:38 What is answer engine optimisation (AEO) and why does it matter?

08:57 How AI search differs from Google – and what brands should do

13:00 Is traditional SEO dead, or just evolving?

16:14 The role of digital PR and brand authority in search

20:18 Why SEO teams need to collaborate more with brand and PR teams

22:25 What marketers should do now to prepare for AI search

27:06 Speculations on the future – will AI search results be monetised?

30:35 Final thoughts – SEO is not dead, but it is changing

Key takeaways from the episode

• SEO isn’t dead – but AI search is changing the game.
• Answer engine optimisation (AEO) is emerging as a new way to increase visibility.
• Brand authority matters more than ever – AI models prioritise trusted sources.
• Testing and iteration are key – brands that adapt early will win.

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About Connecting the dots

Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now—powered by Precis’ expertise in data, media, creative, and technology.

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