Today, OpenAI announced SearchGPT, less than two years after releasing ChatGPT. This new AI-powered search tool is set to change how we find information and how companies present their content. As someone who has been involved in the evolution of search since before Google existed, I want to share how we got here from my perspective.
This announcement made me reflect on the key moments that have led us to this point. In this article, I’ll walk you through key milestones from my tech journey—from the early days of the Internet to the rise of AI—and show how these advancements are redefining the marketing landscape. You’ll learn how search and social media have evolved, and I’ll share resources you can use today to explore this exciting frontier. Understanding where we’ve been is the key to navigating what’s ahead, so let’s embark on this journey together.
Navigating the early Internet with Mosaic and Netscape
In the mid-1990s, the Internet was an unexplored frontier, and tools like Mosaic and Netscape Navigator were our guides. Mosaic, launched in 1993, was the first graphical web browser that made the Internet more user-friendly by showing images alongside text. Then, in 1994, Netscape Navigator took it further by speeding things up and making the experience smoother. It gave anyone with a dial-up connection the power to explore the World Wide Web without needing a technical background.
In 1995, I founded the College Press Network to help college newspapers create their first online presence. We weren’t just building websites; we were creating original digital content, setting up banner ads, tracking analytics, and even launching revenue-sharing programs to monetize online editions. This was groundbreaking work, especially when Yahoo! was still just a basic directory of websites. In fact, Yahoo! representatives used to call me weekly for updates on the college newspapers online. This hands-on experience helped me develop early expertise in search optimization—well before Google became a household name.
A fateful encounter: Meeting Marc Andreessen
In 1996, I attended the Macromedia Users Conference in San Francisco—my first visit to the city that was quickly becoming the tech capital of the world. The air buzzed with excitement, fueled by the innovation and optimism of the dot-com boom. During the conference, visionaries like Steve Case, Andy Grove, Guy Kawasaki, and Eric Schmidt shared their thoughts on the future of the web. I was there to showcase how we used Macromedia Shockwave (a precursor to Flash that allowed for interactive multimedia content on web pages) to create animations for The Miami Herald’s website, pushing the boundaries of online media.
During the conference, I had the opportunity to meet Marc Andreessen, the co-creator of Mosaic and co-founder of Netscape. Seizing the moment, I asked him, “Do you think Netscape will kill newspapers?” He laughed and replied, “The print newspaper will never die. Many people like me enjoy taking the newspaper to the bathroom and reading there.”
At the time, I could not foresee how digital technology would disrupt traditional media. It was a decade before the iPhone was introduced, making the idea of “all the news that’s fit to print” in your pocket unimaginable, at least to me.
Andreessen’s influence didn’t stop with Netscape. Netscape itself was a crucial stepping stone, proving that the Internet could be a viable platform for information dissemination. It paved the way for online news consumption by making the web accessible to the average user. This, in turn, attracted advertisers who saw the potential of reaching a wider audience online. He then went on to co-found Andreessen Horowitz, a venture capital firm that invested in transformative tech companies like Facebook and Twitter. These platforms further accelerated the shift from print to digital by offering new avenues for news distribution and user engagement. This shift changed how we access news and diverted advertising revenue away from traditional newspapers, contributing to their decline.
Today, the disruption continues with the advent of AI tools capable of aggregating news content, further challenging the value of original journalism. Ironically, Andreessen’s contributions have been instrumental in both the evolution of media and the consolidation of how news is created and consumed. The digital world he helped foster is a significant factor in the struggles newspapers face today as technology continues to reshape the media landscape in unprecedented ways.
The rise of Google and the impact of September 11, 2001
Founded in 1998, Google changed everything with its PageRank algorithm, which ranked websites based on relevance and the quality of backlinks, not just keywords. This greatly improved upon Yahoo! ‘s directory model, which relied on human editors to organize content. Google’s automated approach gave users faster, more accurate results and fundamentally changed how we access information online. For businesses and content creators, optimizing for Google became essential for visibility.
However, the limitations of search engines became apparent on September 11, 2001. As the tragic events unfolded, millions turned to the Internet for real-time updates, but search engines did not have the latest information. Google responded by developing Google News, a tool that frequently crawled sites to deliver the most current information. This turning point highlighted the need for speed, relevance, and accuracy in search results—principles that still drive search engine optimization today.
Pioneering email marketing and targeting at Oracle
In 2000, I joined Oracle Corporation to expand their marketing in Latin America. However, the role quickly grew into a global position, where I focused on search optimization and the growing field of email marketing. Back then, we didn’t have sophisticated tools like Marketo or HubSpot. Personalizing emails was a manual process, where we segmented lists, crafted targeted messages, and scheduled them for the right time—all by hand. It was a labor-intensive but pioneering approach, laying the foundation for today’s automated, data-driven marketing.
The Google Technology Council: Shaping the future of search
While at Oracle, I became a founding member of the Google Technology Council—a select group of SEO leaders from major enterprises who met regularly with Google’s engineers. This direct line of communication proved invaluable to both sides. Having SEO leaders provide feedback directly to the engineers allowed them to truly understand the needs of large businesses and how we needed our customers to find our content. We stressed the importance of accurate indexing, especially for complex websites with deep architectures. We advocated for better ways to combat spam, which was a significant issue in the early days. We even had the opportunity to test experimental projects like “Google Lively,” a 3D social network where users could create avatars and interact in virtual spaces (imagine a very early, simpler version of platforms like Second Life). Though Lively didn’t last long, it showed Google’s willingness to push boundaries and laid the groundwork for future innovations. Some of our recommendations that fueled Google’s growth included:
- Improving sitemaps: We pushed for more robust sitemap protocols to help Google understand the structure of large websites.
- Refining the treatment of duplicate content: We provided insights into how legitimate duplicate content issues affected businesses and helped shape Google’s approach to handling them.
- Expanding global accessibility: We stressed the importance of supporting different languages and character sets to make search truly universal.
The mobile revolution and the rise of social media at SXSW
By 2007, mobile phones were transforming how people accessed the Internet. I was at South by Southwest (SXSW) that year when Twitter gained mainstream attention. Recognizing the potential of social media for personal branding and advocacy, I secured @OracleJulio as my personal Twitter handle. This decision positioned me as a social media advocate, and later, analysts would examine what happens to brands when “influencers” change companies. I was eager to stay at Oracle at the time because I worked on many interesting projects. However, my desire to keep evolving with search and social media eventually led me to change my handle to @SocialJulio to help other global brands.
At SXSW 2008, Facebook’s Mark Zuckerberg made his first appearance at the festival for a keynote interview. However, the interviewer, Sarah Lacy, frustrated the audience by asking questions they deemed too soft. People began shouting, “Ask real questions!” and “Check Twitter!” as attendees live-tweeted their reactions. This was a pivotal moment that showed the growing influence of social media in holding powerful figures accountable.
Foursquare and the early days of location-based marketing
At SXSW 2009, Foursquare made its debut, allowing users to “check-in” at locations like restaurants, hotels, and convention centers. The app gamified location sharing, awarding users badges for frequent check-ins. However, Foursquare also raised privacy concerns. Did users really want to broadcast that they were away for a week or share exactly where they were staying during the conference? This was one of the early instances where the convenience of social media clashed with personal privacy, sparking conversations that are even more relevant today in an era of data breaches and companies profiting from our personal information.
Gamification and SEO: The SXSW Adobe Hat Tip badge
In 2010, Adobe hired me to collaborate with Foursquare on the first branded Foursquare badge—the Adobe Hat Tip Badge. It wasn’t just a digital token; it granted access to an exclusive Adobe party during SXSW and other rewards. This was an early example of gamification in marketing, blending digital engagement with real-world incentives.
At the same time, search engine optimization was shifting. The rise of mobile devices meant websites had to be mobile-friendly to stay competitive. Flash-heavy websites were penalized in search rankings, driving home the importance of performance and user experience. This was a wake-up call for marketers: adaptability wasn’t optional anymore—it was a necessity.
Data-driven personalization at Ogilvy
After Oracle, I joined Ogilvy to help global brands navigate the evolving world of search marketing and social media. My work focused on using data to personalize marketing strategies for global companies. One of our key projects was helping IBM build a data-driven approach to content, tailoring materials to different regions and languages.
IBM understood the value of data before many of its competitors and was willing to experiment with new digital strategies. Our efforts were recognized with several industry awards, including one for the best use of Twitter in a corporate campaign.
Embracing AI at Cisco U.: Personalized learning in the digital age
At Cisco, we’ve fully embraced the Generative AI revolution, integrating AI into our learning and certification platform, Cisco U. We use AI-powered pre-assessments to determine each learner’s starting point and create customized learning paths tailored to their needs. After completing training, post-assessments provide feedback and ensure that learners are progressing on the right track.
This personalized approach has revolutionized how professionals upskill. Just this week, Cisco U. was recognized for its innovative use of artificial intelligence in education, further demonstrating the power of AI in transforming the learning experience.
The Evolving Landscape of Search: From Perplexity to Gemini to SearchGPT
The way we search for and interact with information is changing rapidly, thanks to advancements in artificial intelligence. Platforms like Perplexity AI, Google Gemini, and now OpenAI’s SearchGPT are leading this transformation, each offering unique approaches to discovering knowledge and creating content.
Perplexity AI: A Knowledge Platform for the Modern Researcher
Perplexity is more than just a search engine; it’s a knowledge platform that combines AI-powered search with personalized features, making research more efficient and comprehensive.
Here’s how Perplexity is making a difference:
- Conversational Search: Encourages users to engage in dialogue, ask follow-up questions, and receive contextually relevant answers. This goes beyond simple keyword searches and allows for deeper exploration of topics.
- Integrated Knowledge: Users can combine web data with internal knowledge bases, accessing and synthesizing information from various sources. This is especially valuable for businesses and organizations with proprietary data.
- Collaborative Research: Perplexity Spaces provides secure hubs for teams to collaborate on research, share knowledge, and manage projects, fostering a more efficient workflow.
However, this evolution also brings challenges. The recent lawsuit from Dow Jones highlights the legal complexities surrounding AI, copyright, and fair use. As Perplexity and similar platforms continue to develop, finding a balance between innovation and intellectual property rights will be crucial.
Google Gemini: Expanding the Horizons of AI with Multimodal Capabilities
Gemini represents a significant leap forward in AI with its ability to process and integrate various data formats—including text, images, audio, video, and code—enabling a wide range of applications.
Here’s how Gemini is pushing boundaries:
- Multimodal Understanding: Gemini can innovatively understand and generate content, from creating images to analyzing code with its expanded context window.
- Enhanced User Experience: It offers faster response times, interactive study tools, and personalized AI assistants.
- Integrated Workflow: Gemini connects with Google Workspace apps, allowing users to access and analyze data from Docs, Sheets, and Drive. This streamlines workflows by bringing AI assistance directly into daily tasks.
Gemini’s influence extends beyond its own interface
One of the most intriguing applications of Gemini is NotebookLM, an AI-powered research assistant. Users can upload various types of content, and NotebookLM will summarize them and make connections between topics. This powerful tool synthesizes information across multiple media formats, offering deep insights into complex subjects. Its “Audio Overview” feature even turns written content into engaging audio, perfect for consuming on the go.
The implications for marketers
For marketers, understanding these advancements is essential. Perplexity and Gemini highlight key trends shaping the future of information access and content creation:
- The evolution of search towards more conversational and context-driven experiences: Users are moving beyond simple keyword searches, seeking comprehensive answers and personalized results.
- The rise of multimodal content and AI-powered tools: AI is making it easier to create and consume content that combines different media formats while also providing powerful tools for analysis and automation.
To adapt, marketers need to:
- Optimize content for conversational AI: Design content that anticipates user questions and encourages interaction.
- Explore multimodal content strategies: Leverage AI capabilities to create engaging content that combines different media formats.
- Utilize AI analytical tools: Harness the power of AI to gain deeper insights into audience engagement and content performance.
Marketers can unlock new levels of creativity, efficiency, and audience engagement by understanding the evolving landscape of search and AI.
To demonstrate the power of Gemini firsthand, after publishing this article, I’ll create an audio version using NotebookLM to showcase its capabilities—so stay tuned!
OpenAI’s SearchGPT: Changing How We Find and Share Information
Adding to this landscape is OpenAI’s recent announcement of SearchGPT. Less than two years after introducing ChatGPT, OpenAI has unveiled SearchGPT, aiming to make finding information faster and more intuitive by combining natural language interaction with up-to-date web content.
Here’s how SearchGPT is making an impact:
- Natural Language Queries: Users can ask questions in a conversational manner, and SearchGPT understands the context, providing answers aligned with what the user is seeking.
- Timely and Relevant Information: SearchGPT ensures that users receive current information by accessing the latest data on topics like sports scores, news updates, stock prices, and more.
- Direct Sources and References: Responses include links to original sources such as news articles and blog posts, allowing users to explore topics more deeply and verify information easily.
- Enhanced User Experience: With partnerships across the news and data industries, SearchGPT offers new visual designs for categories like weather, stocks, sports, news, and maps.
For businesses and content creators, SearchGPT presents new opportunities:
- Improved Content Visibility: As SearchGPT integrates web content into its conversational responses, high-quality content can reach a wider audience.
- Engagement with Users: By participating in the conversational search experience, companies can connect with users more directly and meaningfully.
- Control Over Content Inclusion: Publishers can choose whether their content appears in SearchGPT results, giving them control over their participation.
However, as with other AI advancements, there are considerations:
- Balancing Innovation and Intellectual Property: As AI integrates more web content, it becomes increasingly important to navigate the legal aspects of copyright and fair use.
- Adapting to New Search Behaviors: Companies may need to adjust their SEO and content strategies to align with how AI-driven search tools like SearchGPT operate.
What This Means for the Future of Search
OpenAI’s introduction of SearchGPT adds another layer to the evolving search landscape. While platforms like Perplexity and Gemini are making strides in conversational and multimodal AI, SearchGPT focuses on integrating real-time web information into a conversational interface.
For users, this means:
- More Efficient Searches: Finding information becomes more straightforward, with AI handling the task of sifting through multiple sources.
- Contextual Understanding: AI can understand the nuances of queries, providing more accurate and relevant results.
For companies and marketers, it presents both opportunities and challenges:
User Engagement: There’s potential to connect with audiences in new ways through conversational interfaces.
Content Strategy: There’s a need to focus on creating high-quality, authoritative content that can be featured in AI-driven search results.
SEO Adjustments: Optimizing for natural language queries and understanding how AI tools interpret and present content becomes essential.
The evolution of search is far from over
From Netscape Navigator to today’s sophisticated AI models, every technological leap has reshaped marketing. Understanding this journey isn’t just a history lesson; it’s a way to predict future trends and stay ahead of the curve.
I’m already deeply immersed in the AI revolution, leveraging its power to transform my own marketing efforts. Here’s how:
- Data Analysis: AI is invaluable for analyzing large datasets. I use it to refine keyword research, group content into relevant topics, and gain deeper insights into our target personas. This data-driven approach allows me to create more effective and engaging content.
- Content Optimization: AI tools help me clean transcripts and optimize video descriptions for search engine optimization.
- Personalized Experiences: AI enables me to deliver more personalized experiences to our audience. By understanding individual preferences and needs, I can tailor content and offers that resonate on a deeper level.
This is just the beginning of my AI journey; I’m eager to push the boundaries even further. I believe my unique blend of experience in SEO, content creation, and data analysis positions me to explore some truly innovative AI projects:
- Crafting Dynamic, AI-Generated Advertising: I envision a future where advertising is truly personalized and adapts in real time to individual preferences. I want to leverage AI to create dynamic ad campaigns that resonate with each customer, delivering the right message at the right time through the right channel.
- Pioneering AI-Driven Predictive Analytics: I’m fascinated by the potential of AI to forecast customer behavior and identify emerging trends. I plan to develop a system that can analyze vast amounts of data to provide actionable insights, allowing marketers to anticipate market shifts and personalize campaigns with unprecedented accuracy.
Join the AI revolution today
If you’re ready to dive into AI and become part of the next big marketing shift, here are some resources to get you started:
- Google AI Essentials: Learn how AI can boost your productivity.
- IBM’s AI Academy: Access courses to deepen your AI understanding.
- Cisco Certificate in Ethical Hacking: Gain expertise in AI and cybersecurity.
- NVIDIA Deep Learning Institute: Offers self-paced and live training, including programs for educators.
The rapid growth of Artificial Intelligence (AI) is already transforming how we connect and communicate, making this the perfect time to explore these tools. With AI, we can now reach customers in tailored, meaningful ways that were once out of reach. Whether you’re actively using AI in your projects or just beginning to consider its potential in marketing, I’d love to hear your experiences. Let’s connect and continue this conversation—follow me on LinkedIn, where I share insights and updates on the latest in AI and marketing.
Thank you for joining me in exploring technology’s evolving role in marketing. As AI reshapes industries, staying curious, informed, and engaged will help us make the most of these changes.