Generative AI vs Traditional Search: The Future of Digital Marketing in Australia

Digital marketing in Australia has been built around traditional search engines like Google for years. You type in a keyword, scroll through a list of links, and click around until you (hopefully) find what you need.

But that model is being flipped on its head.

Generative AI—tools like ChatGPT and Google’s Gemini are changing the way we interact with information altogether. Instead of sending users to multiple websites, generative AI delivers direct, conversational answers—on the spot.

And the numbers back it up. A 2024 HubSpot report shows that 64% of marketers worldwide are already using AI to shape their content strategy. In Australia, nearly 1 in 2 digital marketers are actively testing or integrating generative AI into their workflow (Statista, 2024). This isn’t some distant trend—it’s happening right now, and it’s reshaping how brands get discovered online.

The Big Difference Between Generative AI and Traditional Search? 

Traditional search is like a map. Generative AI is more like a tour guide—it doesn’t just point you in the right direction; it takes you there.

For marketers and business owners across Australia, the question isn’t whether generative AI will impact your strategy—it’s how soon. In this article, we’ll break down the real differences between traditional search and generative AI, and what it means for the future of digital marketing in Australia.

How Traditional Search Works?

Traditional search has been the top source of information for users for decades. Traditional search engines such as Google usually work on indexing and crawling. In response to a query, the search engine scans its index of web pages with the help of bots called crawlers. Then, within seconds, it shows up with a list of ranked results based on relevance, backlinks, keywords, and hundreds of other ranking factors.

According to our expert digital marketers, Google’s search index is over 100 million gigabytes, which means it consists of hundreds of billions of webpages, while hundreds of new web pages are being added online daily. With this huge amount of information available, search engines still show the relevant results. Algorithms that include variables like domain authority, keyword usage, page speed, mobile friendliness, etc., are used to generate search results. This system works fine, but it is still far from the accurate world of generative AI.

What is Generative AI?

Generative AI is a type of artificial intelligence that creates content—like text, images, or code—by learning patterns from existing data. Generative AI works differently from traditional search engines. Unlike traditional search, which links you to pages, generative AI creates answers on the spot. When you ask a question on a search engine, it gives you a relevant list of blogs, forums, and guides. But a generative AI search engine (such as Chatgpt, Gemini, or Perplexity) will analyse the data, compile findings, and provide a direct answer to your question. 

An AI search engine will do all the work on existing data in response to your query and tell you what exactly you are looking for. It will save you time and effort. That is also one of the reasons why digital marketers like us are using AI-driven content creation for SEO.

How Generative AI is Changing Search Behaviour?

With easy access available to AI tools, people are using them more than any other search engine. People are shifting to AI tools like Chatgpt for search purposes rather than using Google. Our experts predict that by 2026, traditional search volume could shrink by 25% as people have started treating AI tools like their first stop. 

The future of search engines with AI can also be determined by the fact that 60% of Gen Z users are already preferring AI tools to search complex topics instead of Google. This is a major shift in public search behaviours that also signifies the importance of generative AI in digital marketing in Australia. Because it’s no longer about finding the right content, but also understanding it fast.

Why Generative AI Matters for Marketers and SEO Experts

The rise of generative AI in digital marketing in Australia is reimagining the perspective of search engine optimization. Previously, we used to optimise content for algorithms by using keywords and meta tags, etc. But in today’s AI-driven world, we also consider optimising for AI models that may summarise, paraphrase, or skip your website entirely. This is why we are rating AI-driven content creation for SEO as higher than ever. 

The field of digital marketing in Australia is already adapting AI tools to streamline its operations. As per our estimates, almost 80% of content marketers are already using AI tools for content generation, content management, and content planning, etc. Tools like Jasper, Copy.ai, and even Chatgpt itself are helping marketers create content tailored for AI visibility.

Generative AI vs Traditional Search

The way that generative AI search and traditional search present information and influence user experience is very different. Traditional search engines, as discussed earlier, provide a list of links and pages relying heavily on SEO-based crawling and indexing. On the other hand, generative AI tools use models trained on vast datasets to respond to your queries.

They don’t work on crawling and indexing, unlike traditional search engines. Users now want instant information. They don’t want to scroll and find relevant information according to their search intent. That’s why generative AI in search engine optimization is rapidly becoming a necessity rather than an option. Plus, traditional search depends on periodic updates through crawlers, while generative AI, especially when browsing-enabled, can synthesise information in real time.

SEO in an AI-Driven World

With the rise of AI in the digital marketing in Australia, AI is not dead as many people think; it is gradually evolving instead. It has gone one step forward, in fact. Gone are the days when people got too worried about Google rankings alone. At 110 Digitech, we strongly consider how your content would show up in AI summaries, along with Google. Our professional marketers prefer AI-driven content creation for SEO to compete in an AI-driven world.  SEO strategies are not about keyword stuffing and meta tags any more.

Keeping AI in mind, we recommend structuring content in clear and concise sections. Our suggestions include using semantic keywords and related phrases without hurting the clarity. Writing in natural language that AI understands also helps in showing up in generative AI search engines. We also focus on adding accurate insights and facts & figures that AI tools can refer to in response to a prompt. Considering generative AI in search engine optimization would help you build authority over your field in the world of AI.

How to Optimise for Generative AI search

AI-driven content creation for SEO helps in optimising for generative AI search. It involves some technical yet simple steps.

• Write for Humans and Machines

We prefer using natural language when writing for humans and machines at the same time. AI tools such as Chatgpt are able to read like a human. Following that, our top priority is writing like a human.

• Focus on Topic Depth

While optimising for AI, focusing on topic death becomes more important than keyword repetition. Look closely at fit, durability, reviews, and pros and cons instead of repeating “best running shoes” twenty times. This will help AI choose your information for summaries.

• Use AI Tools to Create Smart Outlines

AI’s benefits in search engine optimisation are far away than you realise. Fortunately, we understand that and let AI tools guide the content flow. Taking help from AI for topic and subtopic suggestions is something going to be common in the upcoming days.

• Embed Structured Data                                                                                         

Schema markup is the new game-changer of the AI industry. We find AI helpful and suggest using AI because it understands your content better. It reads the data within nanoseconds and brings results within a second.

• Update Old Content for AI Readiness

At 110 Digitech, we also advise formatting and updating older blogs for AI optimisation. Updating facts and improving structure for clarity helps in staying visible for AI, along with traditional search engines. This shows the importance of generative AI in digital marketing in Australia.

The Future of Search Engines with AI

The search engine landscape is changing, and our professionals are expecting hybrid search models in the upcoming years. Think of how Google is testing AI Overviews that blend search links with direct answers. We are also seeing voice search as a growing possibility in this perspective. AI is all set to power more conversational results on smart assistants and mobiles. 

Another quality of generative AI search engines is personalised results. It tailors results as per your preferences and search patterns. In short, generative AI in digital marketing in Australia is going to become the norm in the upcoming years. It has the ability to assist in everything from writing ad copies to content planning.

Frequently Asked Questions

1. What is the difference between generative AI and traditional search?

Traditional search engines, like Google, retrieve and rank existing web pages based on keywords and relevance. Generative AI, on the other hand, creates new, context-specific content in response to user prompts, offering direct answers without listing multiple sources. This shift transforms how users access information, impacting SEO strategies for digital marketers.

2. How is generative AI transforming digital marketing in Australia?

Generative AI is revolutionizing digital marketing in Australia by enabling hyper-personalized content creation, automating customer interactions, and enhancing data analysis. Marketers leverage these capabilities to improve campaign efficiency and customer engagement, staying competitive in a rapidly evolving digital landscape.

3. What are the benefits of using generative AI in marketing?

Generative AI offers several advantages for marketers: it streamlines content creation, enhances personalization, improves customer service through chatbots, and provides deeper insights into consumer behavior. These benefits lead to increased efficiency and more effective marketing strategies.

4. What challenges does generative AI pose for marketers?

While generative AI offers numerous benefits, it also presents challenges such as en suring content accuracy, maintaining brand voice, and addressing ethical concerns related to AI-generated content. Marketers must navigate these issues to effectively integrate AI into their strategies.

5. How can Australian marketers prepare for the future of AI-driven search?

To adapt to AI-driven search, Australian marketers should focus on creating high-quality, original content, understand AI algorithms, and stay informed about emerging technologies. Investing in AI literacy and ethical practices will be crucial for success in the evolving digital marketing landscape.

Summing It Up

Traditional search engines and generative AI search engines differ from each other in all possible ways. We are already suggesting that marketers should start using AI-driven content creation for SEO in their workflow. Our top advice is to keep your content fresh, structured, and human-friendly. If you’re a business, marketer, or creator, just embrace the rise of generative AI in digital marketing. Stay updated because the shift is already happening.

 Want to optimise your content for AI-driven search?

Contact 110 Digitech today and future-proof your SEO strategy!