For more than two decades, the structure of digital discovery remained remarkably stable. Users entered queries into a search engine, the system returned a ranked list of documents, and users navigated those documents to locate the information they needed. This paper analyzes how generative AI is collapsing that interaction model — and what the new competitive surface looks like for organizations that built their visibility strategies on the old one.
The search results page is not being improved. It is being replaced as the dominant interface of digital discovery.
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