How generative AI is clouding the future of Google search

The search giant doesn’t just face new competition from ChatGPT and other upstarts. It also has to keep AI-powered SEO from damaging its results.

To preserve the usefulness of its rankings as early adopters defect to ChatGPT, Bing, and Perplexity, Google just completed rolling out the largest algorithm update in the company’s history. But search marketing experts and business owners say spam is still commanding top-ranking positions, calling into question Google’s ability to deliver the...