Search engine marketers will likely adapt to the new technology before brands (or even other marketers) can, so prepare to patiently educate clients and colleagues on your reasoning for strategy adjustments. Show them you’ve done your homework and come ready with examples of other brands that have participated in these early testing phases.

Any paid media will need to flow with the conversational experience as naturally as possible, so continue to focus on quality, relevance and keeping up with the evolution of AI search tools.