Olumuyiwa Elegbede: AI changing search, but this UK Marketing Manager says fundamentals haven’t

As search engines increasingly rely on AI-generated summaries and answer boxes to respond to queries directly on the results page, marketers across the industry are grappling with a quieter, more structural problem: a large share of websites still aren’t built in a way that lets these systems read them correctly in the first place.
For Olumuyiwa Ayodele Elegbede, a Marketing and SEO Manager at Vidi-Corp Ltd in the UK, that gap between how search increasingly works and how most in-house teams still approach it, is one of the more pressing issues facing digital marketing right now.
“There’s a tendency to treat AI Overviews and AI-generated answers as something happening to SEO from the ...