Should you stop using SEA because of AI? No. But you should reconsider your approach.

The rise of AI tools like Perplexity, ChatGPT, and Bing Copilot is changing the way people search and find information. This raises some logical questions. For example: Is SEA still relevant? Shouldn’t we switch entirely to AEO and GEO? 

‍

At TMC Media, we say: SEA remains important, but its role is changing. 

‍

AI is changing how you're seen 

People are clicking on search results less and less and expect immediate answers. AI does exactly that: it presents answers without requiring a click-through. If your brand isn’t represented there, you’ll fall off the radar. 

‍

That is why we are investing in: 

• AEO (Answer Engine Optimization): content that uses AI to answer questions directly. 
• GEO (Generative Engine Optimization): content that AI models incorporate into their generated output—from articles to summaries. 

‍

The goal is clear: not just to be found, but to be actively mentioned in AI responses. 

‍

SEA isn't dead. But it's no longer enough. 

SEA still works well for searches with purchase intent: branded terms, retargeting, and local campaigns. You shouldn't give that up. 

But SEA alone has become too limited. You’re no longer just competing with other advertisers, but also with AI that’s taking your place in the search results. If you focus solely on clicks, you’ll fall behind. 

‍

Our Approach: SEA + AEO + GEO 

We combine three strategies, each with its own objective: 

‍

Strategy Goal What We Do 

SEA Conversion Smart targeting, optimizing for ROI 

AEO AI responses Structure, markup, concise and clear content 

GEO AI processing Depth, authority, original perspectives 

‍

It's not a matter of "either/or," but of "both/and." That's exactly where the benefit lies. 

‍

In conclusion 

There’s no need to stop using SEA. But you shouldn’t keep investing blindly in paid clicks alone either. AI is changing the playing field. Make sure you’re visible in both worlds. 

Want to learn more? We'd be happy to show you how to go about this in practice. 

‍