> we’re interested in seeing how AI decides to recommend products, especially now that they are actively searching the web.

So how does it work then? My naive assumption would be that it’s largely a hybrid LLM + crawled index, so still based on existing search engines that prioritise based on backlinks and a bunch of other content-based signals.

If LLMs replace search, how do marketers rank higher? More of the same? Will LLMs prioritise content generated by other LLMs or will they prefer human generated content? Who is defining the signals if not google anymore?

Vast swathes of the internet are indirectly controlled by google as people are willing to write and do anything to rank higher. What will happen to that content? Who will pull the strings?