Who Will Control Search
As AI moves from browsers to on-device assistants, search is undergoing a fundamental shift. When AI lives at the hardware level, the interface itself controls which answers are surfaced — without links, rankings, or traditional search results. This changes the balance of power from websites to AI systems that interpret, decide, and respond on behalf of users. For brands, this marks the transition from SEO to AI Optimisation, where success depends on how well data is structured, understood, and trusted by intelligent systems. The future of search won’t live in a browser — it will live inside the devices people carry every day.
TRANSCRIPT
Hi, I’m Amy from Digital Elements.Elon Musk’s vision of phones becoming AI edge nodes isn’t just a tech prediction — it’s a power shift.When search moves from browsers to on-device AI, whoever owns the interface — owns the answer.Think Apple Intelligence, Google Gemini, or Musk’s xAI — each building an AI layer that interprets, decides, and responds before you even open a browser.That means the hardware provider becomes the new search engine.No links, no rankings — just one AI deciding which data source to trust.For brands, this changes everything.SEO gives way to AIO — AI Optimisation — shaping your data so intelligent systems can find, understand, and trust you.The next Google won’t be a website.It’ll be the voice inside your phone.I’m Amy, and this is the Digital Elements Vlog — where insight meets motion.