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Industry Landscape
The digital marketing landscape is rapidly shifting due to the rise of AI-powered search engines and Large Language Models. Traditional SEO is evolving into Generative Engine Optimization (GEO) as brands struggle to maintain visibility and traffic. Tools like Otterly.AI are emerging to help businesses track and optimize their presence in this new AI search paradigm, focusing on actionable insights and brand sentiment within AI Overviews, ChatGPT, and Perplexity.AI.
Total Assets Under Management (AUM)
Digital Advertising Spending in United States
~300-350 billion USD
(15-20% CAGR)
Growth is driven by: - Increased mobile ad spending. - Rise of video and social media advertising. - Growing adoption of AI and data analytics in marketing.
Total Addressable Market
80-100 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Multimodal AI
AI systems capable of processing and understanding multiple types of data inputs, such as text, images, and audio, will redefine how content is created and consumed in search.
Personalized Generative AI
The evolution of generative AI to create highly personalized content and search results will make traditional SEO even more challenging, requiring dynamic optimization strategies.
Edge AI for Search
Processing AI search queries closer to the user on devices (edge computing) will lead to faster, more localized, and highly contextualized search results, impacting real-time optimization.
Impactful Policy Frameworks
American AI Act (Proposed, 2024)
While not yet enacted, the proposed American AI Act aims to regulate AI systems, focusing on data privacy, algorithmic transparency, and mitigating bias in AI, potentially mirroring aspects of the EU AI Act.
This policy could impose stricter data governance requirements and transparency obligations on AI search platforms, indirectly affecting how brand mentions and content are indexed and cited.
Digital Services Act (DSA) (EU, 2024)
While an EU regulation, its global impact on large online platforms (relevant to AI search providers) necessitates transparency regarding algorithmic content moderation and recommender systems, and consumer protection.
The DSA will compel AI search platforms to be more transparent about how content is ranked and presented, potentially influencing the discoverability and visibility strategies for businesses.
National Artificial Intelligence Initiative Act of 2020 (US, 2020)
This act established a national AI strategy, focusing on research and development, workforce training, and international cooperation, aiming to accelerate AI innovation while addressing ethical considerations.
While not directly regulatory, this act fosters a broader environment of AI development that could indirectly lead to new standards or best practices for ethical AI use in search, impacting content creators.
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