The way users seek and search for content is on the brink of a significant transformation that will re-write the playbook on how brands will think about their SEM, SEO, and overall presence on the web. Integrating Artificial Intelligence (AI) into search will give users more intuitive, faster, and more relevant results. 

Enhanced search capabilities mean that pharmaceutical brands may need more than strong SEO and SEM to guarantee primary positions on search engine result pages (SERP) in order to drive traffic to their websites. AI search engines scrape websites intuitively by factoring in user intent, prompt instructions, and context and may deliver those results without driving them to a webpage.

“AI proofing” websites will come with a series of challenges. This may require removing post-login content altogether, or providing “teaser” content to ensure your brand’s content is readily available for the AI to scrape and learn from.