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AI is rapidly evolving and impacting various industries, including search and SEO. With the introduction of ChatGPT and other AI solutions, businesses are using AI to gain an edge with their customers. However, the future of AI remains uncertain and some organizations have discovered that it may not be as effective as initially thought. Google and its competitors are already changing the traditional search results format with the use of AI, providing direct answers to queries without the need for a website link. This trend is something that businesses relying on SEO must pay attention to.