A growing number of senior marketing leaders are voicing concerns about the potential downsides of AI-powered search. According to a recent study from Artios, a data-driven SEO consultancy, nearly one-third (32%) of CMOs are worried that AI search engines may compromise data privacy.
The research, which analyzed insights from 89,561 senior marketing executives in the U.S. over the 12 months leading up to January 20, 2025, highlights a range of issues keeping CMOs up at night. Among the top fears:
- 20% are concerned about AI delivering inaccurate information
- 15% believe AI search will negatively impact SEO performance
- 10% are wary of its effect on overall content quality
Andreas Voniatis, founder and CEO of Artios, notes that these concerns are already playing out in real time. “Marketers across the U.S. are facing increased competition in SEO and experiencing lower click-through rates as AI changes the search landscape,” he said. “There’s also growing anxiety that AI search could limit access to user insights, making it harder to track behavior and personalize campaigns.”
Why Consumers Are Turning to AI Search—and What CMOs Think About It
As AI becomes more embedded in everyday life, consumers appear to be shifting their preferences toward AI-powered search tools. The Artios study found that nearly one in three CMOs (31%) believe their audiences prefer AI search because of its ease of use. Other reasons cited include:
- 21% point to greater personalization
- 13% believe AI search delivers more accurate answers
Voniatis adds that AI’s appeal lies in its ability to offer natural, conversational interactions, allowing users to bypass traditional search results and get information faster. “This shift is forcing marketers to rethink how they optimize for AI-driven queries. Content must now be structured to align with conversational AI, rather than traditional keyword-based searches,” he explained.
How Marketing Teams Are Responding to AI’s Disruption of SEO
AI-driven search is prompting significant changes to long-established SEO strategies. According to the study, 43% of CMOs say their teams are already leveraging AI insights to adapt content strategies and boost visibility in AI-driven search environments.
Other key findings include:
- 29% of SEO teams are prioritizing content creation as their most critical function
- 18% are focused specifically on producing high-quality content to meet the demands of AI algorithms
Voniatis emphasizes the importance of authority and depth in content as AI search engines prioritize context over keywords. “Businesses need to shift away from outdated, keyword-heavy tactics and focus on developing authoritative, well-researched content that AI systems trust and elevate in search results,” he said.
Protecting Market Share in the AI Search Era
As AI reshapes how businesses compete for attention, CMOs are focusing on brand resilience and loyalty. The Artios study found that:
- 46% of senior marketers are concentrating efforts on strengthening brand loyalty
- 38% are addressing obstacles hindering customer loyalty
- A smaller segment—just 5%—is leaning on market research, and 4% are utilizing pricing strategies to stay competitive
Voniatis believes that in this AI-driven landscape, the emphasis must be on brand authenticity and deep customer relationships. “AI search is revolutionizing visibility,” he said. “Brands that want to stay top-of-mind need to focus on delivering consistent, emotionally resonant messaging that builds trust, even when algorithms are the gatekeepers.”
Source: Artios
Study: AI and SEO: CMOs’ Evolving Perceptions and Priorities, 2025