Should you quit SEA because of AI? No. But do reconsider your approach.

The rise of AI tools like Perplexity, ChatGPT and Bing Copilot is changing the way people search and find. That raises logical questions. Such as: is SEA still relevant? Shouldn't we switch completely to AEO and GEO? 

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

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AI changes how you are visible 

People click less and less on search results and expect immediate answers. AI does exactly that: it presents answers without a click-through. If your brand is not reflected in it, you fall out of the picture. 

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That's why we invest 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. 

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

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SEA is not dead. But it is no longer enough. 

SEA still works well for search queries with buying intent: branded terms, retargeting, local campaigns. That's where you shouldn't let it go. 

But SEA alone has become too limited. You are no longer competing not only with other advertisers, but also with AI taking your place in search results. Those who only target clicks are falling behind. 

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Our approach: SEA + AEO + GEO 

We combine three strategies, each with its own purpose: 

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Strategy Purpose What we do 

SEA Conversion Smart targeting, adjusting for ROI 

AEO AI answers Structure, markup, short clear content 

GEO AI processing Depth, authority, original perspectives 

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It's not about either-or, but about and-and. That's exactly where the profit is. 

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In conclusion 

Quitting SEA is not necessary. But neither is staying blindly invested in just paid clicks. AI is changing the playing field. Make sure you are visible in both worlds. 

Want to know more? We'd love to show you how to do this in concrete terms. 

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