Can artificial intelligence technology like OpenAI’s ChatGPT replace traditional search engines like Google?
This is the question many business owners are asking today. Many of these same business owners have based their marketing strategy on being found through SEO and Google, therefore creating a lot of concern around the subject.
Marcus Sheridan has been at the forefront of marketing innovation and has used search and Google to his advantage in creating an industry-dominating swimming pool company. Rather than being concerned solely about Google, Marcus highlights the necessity for businesses to adapt swiftly to the current changes. “You cannot have your house built upon Google. Otherwise, you could be in very big trouble,” he asserts, emphasizing the impermanence of traditional SEO strategies.
Hearing this from the mouth of Marcus Sheridan could sound strange, given the fact that he created the They Ask, You Answer methodology, which emphasizes the importance of written content for your business. However, Marcus shares that ‘blogging’ isn’t what his methodology is about.
"The thing that most people misunderstand about 'They Ask, You Answer'...is that they think it's a blogging strategy, which breaks my heart."
He emphasizes:
They Ask, You Answer is rooted in how the buyer has changed.
It’s about understanding buyer behavior.
And it’s about meeting buyers where they are—whether that’s search, AI tools, or video platforms.
Marcus acknowledges the uncertainty but advises businesses to focus on immediate strategies to remain relevant. “We need to make sure we win the game of search when it comes to AI recommendations,” he explains. This involves creating high-quality content across various platforms, particularly YouTube and social media, to send strong signals to these platforms’ algorithms.
And this shift in buyer behavior is exactly why we’ve written an updated edition of They Ask, You Answer that we’re calling Endless Customers.
It's a golden opportunity for businesses to gain visibility. “YouTube Shorts is wide open for the taking in many industries. You could rank number one in YouTube results tomorrow,” he claims. He advocates for a strategic approach to content creation, blending viral potential with search optimization.
For business leaders, that means:
Faster visibility than traditional SEO.
Less competition in many industries.
A chance to establish authority in emerging spaces before rivals catch on.
Despite the technological upheavals, Marcus remains optimistic, urging businesses to embrace change with enthusiasm and curiosity. He concludes with a rallying call for adaptation and innovation: “We have to look ahead with hope. We have to look ahead with curiosity. We should look ahead with enthusiasm.”
If you’re wondering how to adapt your marketing for AI, YouTube Shorts, and the next wave of buyer behavior, our team can help.
Talk to us about implementing the Endless Customers System™ to learn how to:
Future-proof your content strategy against AI disruptions.
Build a video-first presence that wins in search and AI recommendations.
Stop relying solely on Google rankings and start meeting buyers where they are.
Connect with Marcus on LinkedIn
Learn more about Endless Customers
Watch: Winning with YouTube Shorts: Mastering the Algorithm on the Front Lines
Learn: What is a ‘Learning Center’ and Why Does My Business Need One?
How does Endless Customers help with AI-driven changes in search?
The system helps your team create buyer-focused content that ranks not just in Google, but also in AI tools like ChatGPT and YouTube recommendations.
Do I still need SEO if AI is taking over search?
Yes, but SEO is only one piece. Endless Customers shows you how to balance SEO with AI, video, and social-first strategies.
How quickly can I see results from adapting to AI search?
Businesses often see momentum within 90 days, especially if they commit to video content and consistently answering buyers’ top questions.