As artificial technology advances, it will revolutionise the future of search engine optimisation and other forms of digital marketing. The way we search as consumers will evolve, as will SEO strategies. Google is currently working on developing Gemini, their own AI model. It is designed to showcase high-quality, customised content according to each user. Its powerful features include: Text and image generation Training data from Google Search, YouTube, Google Books, and Google Scholar Possible fact-checking sources Multimodal capabilities While the full impact that AI will have on SEO is still relatively unknown, the fundamentals of search engine optimisation remain.