2024 Gen AI x Comms Report

76% of Media and Communications Professionals Predict Gen AI will Disrupt or Render SEO Obsolete

The 2024 Gen AI x Comms Industry Impact Report’ charts media and communications professionals’ fast-evolving relationship with generative AI (Gen AI) in their work.

This year’s 41-page report produced by Media Collateral in partnership with State of Digital Publishing (SODP) documents an industry in a state of flux, with adoption, use cases, fears, hopes and frustrations rapidly evolving since the inaugural report in December 2023.

Snapshot Findings:

SEO Disruption: 76% of respondents believe Gen AI will significantly disrupt or even make SEO obsolete, highlighting the need for adaptation in the digital landscape.

Increased Adoption and Deeper Integration: Gen AI adoption has risen to 80% in 2024, with a significant shift towards full integration into daily tasks (from 18% in 2023 to 24% in 2024).

Future of Work Optimism: Fears of job losses have subsided. 22% of respondents now believe Gen AI will create more job opportunities, a 12% increase from 2023.

Shifting Sentiments: Marketers’ initial enthusiasm has tempered, with many scaling back from deep integration and returning to the experimentation phase. In contrast, journalists show signs of overcoming initial resistance to Gen AI, with a significant increase in the exploration phase (from 15% to 33%).

Evolving Use Cases: Content generation remains the primary use case, but there’s a notable surge in using Gen AI for video and design creation, as well as more tactical applications, such as audience sentiment analysis and predictive content targeting.

Persistent Challenges: Fear of inaccuracies (72%) and ethical concerns (50%) remain top challenges, underscoring the need for responsible AI governance and transparency.

Authors’ Insights

Andrew Thompson, Lead Author, Manager and Editorial & Research, Media Collateral said the latest study provides an important snapshot of the impact of Gen AI on the industry, while providing the opportunity to benchmark sentiments and document the evolving nature
of the shift. “While usage has increased, we can see that some of the immediate hype—both hopes and fears—has settled as the tech’s practicalities and limitations become clearer.

However, it’s evident the industry is bracing for substantial evolutions that will further alter the landscape. Some are expected to democratise and enhance human connection, while others threaten to cause misinformation and division.”

Vahe Arabian, Co-Author and Founder & Director, SODP said media and communications professionals must stay proactive, focusing on integrating market-oriented information to navigate shifts.

“We hope the Gen AI x Comms Impact Report provides a valuable resource
in this regard. By offering practical examples and benchmarks, we aim to help professionals apply Gen AI tools effectively to maximise the potential of these technologies.”

Industry Voices

This report includes qualitative insights from a diverse range of APAC media and communications professionals, providing unique perspectives and actionable insights.

Binoy Prabhakar – Chief Content Officer, Hindustan Times Digital
Scott Purcell – Co-founder, Man of Many
Dr Lisa Dethridge – Senior Research Fellow, RMIT University & Media & Technology Academic
Jaemark Tordecilla – Nieman ’24 Fellow, Harvard University
Karen Rebelo – Deputy Editor, BOOM Live
Alicia Kokocinski – General Manager – Marketing & Communications, Equity Trustees
Josh Mann – Senior Art Director, Consultant
Shreya Kapdi – Founder, SAVAI

The Report cover of the 2024 Gen AI x Comms Report

Download the Report

AI Search: Frequently Asked Questions

What is AI search, and how is it different from traditional SEO?

AI search uses advanced language models and entity recognition to understand user intent and context, not just keywords. Unlike traditional SEO, which focuses on ranking for specific phrases, AI search rewards brands that demonstrate expertise, authority, and trustworthiness across topics and entities.

How can my business become more visible in AI-powered search results?

Focus on creating original, evidence-based E-E-A-T content. Architect your site for AI understanding and use schema markup to define your services and expertise, and signal relevant entities to AI-powered search engines. Earning citations from trusted sources and adopting GEO strategies will position your business as a credible source in AI answer engines like Google’s incoming AI Mode, and ChatGPT, AI Overviews, and Perplexity.

What is Generative Engine Optimisation (GEO)?

GEO is the next evolution of SEO, optimising your digital presence for generative AI platforms like ChatGPT, Google Gemini, and Perplexity. It involves creating content and digital assets that AI can easily interpret, cite, and recommend in zero-click search environments.

Why is entity optimisation important for my brand?

Entity optimisation ensures that AI search engines recognise your business, expertise, and content as distinct, authoritative ‘things’ in their knowledge graphs. This increases your chances of being surfaced and cited in AI-generated answers.

How do I know if my content meets E-E-A-T standards?

High E-E-A-T content demonstrates real Experience, Expertise, Authority, and Trustworthiness. This includes original research, expert commentary, transparent authorship, and citations from reputable sources-signals that both users and AI value.

How does Media Collateral help brands achieve results in the AI search era?

We help brands succeed through end-to-end AI search strategies, including entity-first web builds, GEO, E-E-A-T content, and Digital PR. This approach leads to results like improved visibility in AI/zero-click search, greater domain authority, and recognition as a trusted, cited source – moving beyond chasing clicks.