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Last week witnessed the biggest announcements in the world of search in the last decade, with both Microsoft and Google unveiling new Generative AI technology that will soon be integrated into their search engines. 

The "Search Wars" are well and truly on! 

Sparking huge amounts of debate, many marketers across the globe are questioning how they should respond. 

We quizzed Brainlabs' Search experts for their POV on what the impact of Generative AI could mean for search advertisers, and how to put their best foot forward. 

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A NEW WORLD OF CONVERSATIONAL SEARCH
What are these releases designed for?

AI promises to open up a whole new way of working with search engines that previously wouldn’t have been possible.

Our take

Head of Paid Search UK, Andy Goodwin caught up with Lara O’Reilly at Business Insider about the potential impact on search advertising.

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GENERATIVE AI SET TO DISRUPT THE SEARCH ENGINE MARKET
Will Microsoft steal share from Google?

The biggest question on a lot of people’s minds is whether AI will enable Bing to disrupt Google’s share of the search engine market.

Our take

VP of Paid Search, NAMER Alessandro Creso spoke to Marty Swant at Digiday about what the future of advertising on Bing might look like, and how the upheaval in search could also benefit others besides Bing.

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A MAJOR STEP FORWARD FOR CENTRALIZED ADVERTISERS
The recent announcements are only the beginning...

Both Microsoft & Google are working fast to try and overcome the deficiencies and inaccuracies that have been pointed out in both of their models so far before releasing their Generative AI solutions more widely in the coming weeks and months.

Our take

Chief Product Officer North America, Jeremy Hull, spoke with Patrick Kulp about how marketers can adapt and put their best foot forward in this exciting new world, and how crucial it is to lean on your agency partners.

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