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Search Marketing Loses Ground as AI Reshapes Discovery

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For years, small and mid-sized businesses (SMBs) have relied on search engine optimization (SEO) to drive discovery, traffic and sales. But the rise of generative artificial intelligence (AI) is fundamentally changing how people find information online, and with it, the businesses behind them.

Instead of surfacing website links, AI chatbots like ChatGPT, Google’s AI Overviews, Perplexity and others now deliver direct answers — often without the user ever clicking a link that leads to a website.

That transformation has big implications, experts said. The traditional SEO model, built around keywords, backlinks, and content density, is losing effectiveness as AI-driven tools dominate the discovery phase.

“The traditional SEO game is breaking down,” Joy Youell, owner of Winsome Marketing, told PYMNTS. “SMBs can’t just rely on ranking for search terms anymore. They’ll need to focus on visibility inside generative AI platforms — whether that’s structured data, verified listings, or integrations through plugins, APIs or partnerships.”

The model is shifting from visibility on search engine results pages to inclusion in AI-generated summaries. “Brand matters more now,” Youell added. “Building recognition, getting cited and being seen as a trusted source in your niche is how you stay in the loop.”

David B. Wright, president of W3 Group Marketing, told PYMNTS that “this is the biggest evolutionary ‘great leap forward’ in search that I’ve seen in almost 20 years of doing SEO.”

Wright’s advice is to make sure the AI chatbot knows the business exists. “Ask what it knows about your company, your founders” for example. “If it’s not in the repository, asking it questions and including your website URL will make sure it logs your site in the first place.”

Also, Wright said use Google’s auto-suggest to figure out what questions people are asking and make sure to structure the company’s content to answer those questions well. “If AI deems your answer to be the best, the most relevant, then you’ve got a much better shot at being included.”

Wright advised using “those exact questions and their answers in a FAQ on your site — and it not only wouldn’t hurt to have a small FAQ section on each relevant page of your site, I’d recommend doing exactly that.”

For business owners selling products online, Wright recommended that they submit their product pages to ChatGPT using this link.

The change in search visibility could not be more ill-timed for SMBs, with Main Street businesses struggling following the post-pandemic rebound, according to a June PYMNTS Intelligence report.

“Faced with stubborn inflation, cautious consumer spending and the U.S. government’s whipsawing global tariffs agenda, small firms saw their rate of growth fade in late 2024 and during the first three months of this year,” according to the report, “Main Street Businesses Are Struggling.”

Since early 2024, small businesses with annual revenues of less than $10 million grew at just two-thirds the average rate of all U.S. firms during the same period, according to PYMNTS data. The trend is troubling, given that these businesses account for 36% of U.S. establishments, provide 29% of jobs and pay a quarter of the nation’s wages.

Read more: Main Street Businesses are Struggling

Search Is Dead: Long Live New Search

For SMBs, being part of the AI’s answer means building authority and credibility across more digital touchpoints. “Brand matters more now,” Youell said. “If the AI mentions your name directly, that’s the new gold.”

“Rather than crawling your site for target phrases, AI scours its trust graph, examining coverage in reputable media, expert commentary, partner sites, and customer reviews,” Christine Wetzler, president of Pietryla PR and Marketing, told PYMNTS. “AI’s algorithms prioritize credibility and relevance — not just keyword density or backlinks.”

Wright recommended using the “right schema markup” since “this is more important than ever in telling AI and search engines more clearly what your page is about.”

Wright listed the following as some key attributes to include, but encouraged SMBs to check Schema.org for more details:

  • ID: Unique product identifier
  • Title: Product name
  • Description: Brief summary
  • Link: URL to the product page
  • Image link: URL to the product image
  • Price: Current price
  • Availability: Stock status
  • Brand: Brand name
  • GTIN: Global Trade Item Number
  • MPN: Manufacturer Part Number
  • Condition: Product condition

Finally, Wright said not to forget infusing EEAT — or Expertise, Experience, Authority and Trustworthiness — in the business information. These include things like years in business, client reviews, awards, press, certifications, partnerships and the like.

“All of those credibility factors are going to help you if you’ve got them in place,” Wright said. Also, “getting on podcasts, radio and TV is another way to establish and showcase your expertise.”

Going through the trouble of recalibration is crucial since business visibility today isn’t about who ranks at the top in Google Search, but about who shows up in the one AI-generated answer.

“The old SEO playbook ranking for long-tail keywords and optimizing product pages isn’t enough anymore,” Phurba Sherpa, director of eCommerce at Wrist Aficionado, told PYMNTS. “We’re not watching the death of search, but we are watching the end of search as we knew it.”

Read more: Cloudflare Debuts Bot Blocker to Help ‘Internet Survive Age of AI’

Read more: Why AI Chatbots Are the New ‘Must-Have’ for Online Retailers

Read more: Google Unveils AI Tools to Help Brands, Retailers Drive Commerce Growth

 

 



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Oakland Ballers to use artificial intelligence to manage Saturday home game against Great Falls

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OAKLAND, Calif. (AP) — Oakland Ballers manager Aaron Miles will leave it to artificial intelligence to decide when to pinch hit or replace his pitcher.

The playoff-bound Ballers of the independent Pioneer League are turning to AI to manage most aspects of Saturday’s home game against the Great Falls Voyagers at Raimondi Park. So it might feel almost like a day off for the skipper, whose lineup and in-game decisions will even be made for him — from a tablet he will have in the dugout providing instructions.

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The starting pitcher is already set.

“Luckily it’s only game. Maybe we’ve done so well that the AI will just keep doing what we’re doing,” Miles joked Wednesday. “Being a 70-win team we’ve got a very good bench. It’s hard to write a lineup without leaving somebody out that’s really good. This game I’ll be like, ‘Hey, it’s not on me for not writing you in there, it’s on the computer.’ It won’t be my fault if somebody’s not in the lineup, I guess I’ll enjoy that.”

Yet Miles knows he still might have to step in with some lineup adjustments, because the human element still matters when it comes to someone who could need rest or take a break because of injury or other circumstances.

Co—founder Paul Freedman said the second-year club will produce the first AI-powered professional sporting event. It happens to be Fan Appreciation day, too.

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Last year, during the Ballers’ inaugural season, they had a game in which fans wrote the lineup and chose the uniforms — but Oakland lost. So the Ballers are doing it differently this time by partnering with AI company Distillery to control almost everything.

“The AI won’t be able to do third-base coaching, we don’t have the technology for that yet,” Freedman said. “The human will be responsible for waving somebody home or throwing up the hand. But those kind of situational decisions, we will look to the machine to make the call.”

Freedman figures with the Ballers having locked up the top seed for playoffs, this is a perfect opportunity to give AI a try.

And no need for Miles to be concerned with job security, even with the greater potential for Monday-morning quarterbacking when it comes to his moves.

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“The good news is Aaron has won 100 games for us and right now our winning percentage is well over 75%, I think his job is pretty safe,” Freedman said. “And we’re happy with the decisions he’s made, but we do think it’s cool. One of the fun things about being a sports fan is being able to engage in conversations after the game about the key decisions. So this is a breadcrumb for us for what we think could be something if it works well could be part of a fan experience application or something that we do where after a game we kind of highlight what the key decisions were that our manager made and which ones kind of went against the grain — either for right or wrong.”

Miles has already experimented with AI a couple of times but earlier this season one roster showed up as the 2024 group. He expects AI might end up making a smarter decision just based on real-time data.

“I fooled around with this before just for fun, now it’s for real,” he said, “for one game.”

Ballers catcher Tyler Lozano is open-minded to incorporating new elements into the game to complement the analytics — as long as the treasured traditions aren’t lost.

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“It’s immersive, it’s definitely involving new technology, new everything. It’s interesting to see what an AI platform or AI software can do for a baseball team,” Lozano said. “There’s always going to be a human element in the game of baseball. I think in sports period there’s going to be some type of human element because you’re live, you’re there. These AI platforms aren’t watching the game or don’t see all of the intricate moments that happen throughout the game and the human element of the player. I don’t think you’re going to lose that.”

___

AP MLB: https://apnews.com/hub/mlb



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AI creates fear, intrigue for Bay Area small businesses – NBC Bay Area

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Companies in the Bay Area are both embracing and increasingly fearful of artificial intelligence.

On Wednesday, Meta, one of the world’s biggest tech companies, got together with some small businesses at the San Jose Chamber of Commerce to talk about how the machines can help.

For many small businesses, AI has been something they just don’t yet have time for, but they say they’re curious.

“I think small businesses start with confusion,” San Jose Chamber of Commerce CEO Leah Toeniskoetter said. “What is it? It means so many things. It’s too big of a word. It’s like the web or like the internet. So it starts with let’s offer a course like this, an opportunity like this, to share what AI is in relation to your business.”

Meta said discussions like Wednesday’s, which brought in about 30 owners, help bridge the gap between big tech and small business.

“So getting them to adopt and use AI, even in small ways right now, is a great step forward to keep them engaged as AI is really transforming our economy,” said Jim Cullinan with Meta.



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America’s 2025 AI Action Plan: Deregulation and Global Leadership

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Shot of Data Center With Multiple Rows of Fully Operational Server Racks. Modern Telecommunications, Cloud Computing, Artificial Intelligence, Database, Super Computer Technology Concept.
Credit: Gorodenkoff via Adobe Stock

In July 2025, the White House released America’s AI Action Plan, a sweeping policy framework asserting that “the United States is in a race to achieve global dominance in artificial intelligence,” and that whoever controls the largest AI hub “will set global AI standards and reap broad economic and military benefits” (see Introduction). The Plan, following a January 2025 executive order, underscores the Trump administration’s vision of a deregulated, innovation-driven AI ecosystem designed and optimized to accelerate technological progress, expand workforce opportunities, and assert U.S. leadership internationally.

This article outlines the Plan’s development, key pillars, associated executive orders, and the legislative and regulatory context that frames its implementation. It also situates the Plan within ongoing legal debates about state versus federal authority in regulating AI, workforce adaptation, AI literacy, and cybersecurity.

Laying the Groundwork for AI Dominance

January 2025: Executive Order Calling for Deregulation

The first major executive action of Trump’s second term was the January 23, 2025, order titled “Removing Barriers to American Leadership in Artificial Intelligence.” This Executive Order (EO) formally rescinded policies deemed obstacles to AI innovation under the prior administration, particularly regarding AI regulation. Its stated purpose was to consolidate U.S. leadership by ensuring that AI systems are “free from ideological bias or engineered social agendas,” and that federal policies actively foster innovation.

The EO emphasized three broad goals:

  1. Promoting human flourishing and economic competitiveness: AI development was framed as central to national prosperity, with the federal government creating conditions for private-sector-led growth.
  2. National security: Leadership in AI was explicitly tied to the United States’ global strategic position.
  3. Deregulation: Existing federal regulations, guidance, and directives perceived as constraining AI innovation were revoked, streamlining federal involvement and eliminating bureaucratic barriers.

The January order set the stage for the July 2025 Action Plan, signaling a decisive break from the prior administration’s cautious, regulatory stance.

April 2025: Office of Management and Budget Memoranda

Prior to the release of America’s AI Action Plan, the Trump administration issued key guidance to facilitate federal adoption and procurement of AI technologies. This guidance focused on streamlining agency operations, promoting responsible innovation, and ensuring that federal AI use aligns with broader strategic objectives.

Two memoranda were issued by the Office of Management and Budget (OMB) on April 3, 2025, provided a framework for this shift:

  • Accelerating Federal Use of AI through Innovation, Governance, and Public Trust” (M-25-21): OMB Empowers Chief AI Officers to serve as change agents, promoting agency-wide AI adoption. Through this memorandum, agencies empower AI leaders to remove barriers to AI innovation. Also, they require federal agencies to track AI adoption through maturity assessments, identifying high-impact use cases that necessitate heightened oversight. This balances the rapid deployment of AI with privacy, civil rights, and civil liberties protections. 
  • Driving Efficient Acquisition of Artificial Intelligence in Government” (M-25-22): Provides agencies with tools and concise, effective guidance on how to acquire “best-in-class” AI systems quickly and responsibly while promoting innovation across the federal government. It streamlined procurement processes, emphasizing competitive acquisition and prioritization of American AI technologies. M-25-22 also reduced reporting burdens while maintaining accountability for lawful and responsible AI use.

These April memoranda laid the procedural foundation for federal AI adoption, ensuring agencies could implement emerging AI technologies responsibly while aligning with strategic U.S. objectives.

July 2025: America’s AI Action Plan

Released on July 23, 2025, the AI Action Plan builds on the April memoranda by articulating clear principles for government procurement of AI systems, particularly Large Language Models (LLMs), to ensure federal adoption aligns with American values:

  1. Truth-seeking: LLMs must respond accurately to factual inquiries, prioritize historical accuracy and scientific inquiry, and acknowledge uncertainty.
  2. Ideological neutrality: LLMs should remain neutral and nonpartisan, avoiding the encoding of ideological agendas such as DEI unless explicitly prompted by users.

The Plan emphasizes that these principles are central to federal adoption, establishing expectations that agencies procure AI systems responsibly and in accordance with national priorities. OMB guidance, to be issued by November 20, 2025, will operationalize these principles by requiring federal contracts to include compliance terms and decommissioning costs for noncompliant vendors. Unlike the April memoranda, which focused narrowly on agency adoption and contracting, the July Plan set broad national objectives designed to accelerate U.S. leadership in artificial intelligence across sectors. These foundational principles inform the broader strategic vision outlined in the Plan, which is organized into three primary pillars:

  1. Accelerating AI Innovation
  2. Building American AI Infrastructure
  3. Leading in International AI Diplomacy and Security

Across 3 pillars, the Plan identifies over 90 federal policy actions. The Plan highlights the Trump administration’s objective of achieving “unquestioned and unchallenged global technological dominance,” positioning AI as a driver of economic growth, job creation, and scientific advancement.

Pillar 1: Accelerating AI Innovation

The Plan emphasizes the United States must have the “most powerful AI systems in the world” while ensuring these technologies create broad economic and scientific benefits. Not only should the U.S. have the most powerful systems, but also the most transformative applications. 

The pillar covers topics in AI adoption, regulation, and federal investment.

  • Removing bureaucratic “red tape and onerous regulation”: The administration argued that AI innovation should not be slowed by federal rules, particularly those at the state level that are considered “burdensome.” Funding for AI projects is directed toward states with favorable regulatory climates, potentially pressuring states to align with federal deregulatory priorities.
  • Encouraging open-source and open-weight AI: Expanding access to AI systems for researchers and startups is intended to catalyze rapid innovation. Particularly, the administration is looking to invest in AI interpretability, control, and robustness breakthroughs to create an “AI evaluations ecosystem.”
  • Federal adoption and workforce development: Federal agencies are instructed to accelerate AI adoption, particularly in defense and national security applications.
  • Workforce development: The uses of technology should ultimately create economic growth, new jobs, and scientific advancement. Policies also support workforce retraining to ensure that American workers thrive in an AI-driven economy, including pre-apprenticeship programs and high-demand occupation initiatives. 
  • Advancing protections: Ensuring that frontier AI protects free speech and American values. Notably, the pillar includes measures to “combat synthetic media in the legal system,” including deepfakes and fake AI-generated evidence.

Consistent with the innovation pillar, the Plan emphasizes AI literacy, recognizing that training and oversight are essential to AI accountability. This aligns with analogous principles in the EU AI Act, which requires deployers to inform users of potential AI harms. The administration proposes tax-free reimbursement for private-sector AI training and skills development programs to incentivize adoption and upskilling.

Pillar 2: Building American AI Infrastructure

AI’s computational demands require unprecedented energy and infrastructure. The Plan identifies infrastructure development as critical to sustaining global leadership, demonstrating the Administration’s pursuit of large-scale industrial plans. It contains provisions for the following:

  • Data center expansion: Federal agencies are directed to expedite permitting for large-scale data centers, defined as—in a July 23, 2025 EO titled “Accelerating Federal Permitting Of Data Center Infrastructure”—facilities “requiring 100 megawatts (MW) of new load dedicated to AI inference, training, simulation, or synthetic data generation.” These policies ease federal regulatory burdens to facilitate the rapid and efficient buildout of infrastructure. This EO revokes the Biden Administration’s January 2025 Executive Order on “Advancing United States Leadership in Artificial Intelligence Infrastructure,” but maintains an emphasis on expediting permits and leasing federal lands for AI infrastructure development.
  • Energy and workforce development: To meet AI power requirements, the Plan calls for streamlined permitting for semiconductor manufacturing facilities and energy infrastructure, for example, strengthening and growing the electric grid. The Plan also calls for the development of covered components, defined by the July 23, 2025 EO as “materials, products, and infrastructure that are required to build Data Center Projects or otherwise upon which Data Center Projects depend.” Additionally, investments will be made in workforce training to operate these high-demand systems. This is on par with the new national initiative to increase high-demand occupations such as electricians and HVAC technicians.
  • Cybersecurity and secure-by-design AI: Recognizing AI systems as both defensive tools and potential security risks, the Administration directs information sharing of AI threats between public and private sectors and updates incident response plans to account for AI-specific threats.

Pillar 3: Leading in International AI Diplomacy and Security

The Plan extends beyond domestic priorities to assert U.S. leadership globally. The following measures illustrate a dual focus of fostering innovation while strategically leveraging American technological dominance:

  • Exporting American AI: The Plan reflects efforts to drive the adoption of American AI systems, computer hardware, and standards. Commerce and State Departments are tasked with partnering with the industry to deliver “secure full-stack AI export packages… to America’s friends and allies” including hardware, software, and applications to allies and partners (see “White House Unveils America’s AI Action Plan”)
  • Countering foreign influence: The Plan explicitly seeks to restrict access to advanced AI technologies by adversaries, including China, while promoting the adoption of American standards abroad.
  • Global coordination: Strategic initiatives are proposed to align protection measures internationally and ensure the U.S. leads in evaluating national security risks associated with frontier AI models.

[Learn more about the pillars at ai.gov]

California’s Reception and Industry Response

The Plan addresses the interplay between federal and state authority, emphasizing that states may legislate AI provided their regulations are not “unduly restrictive to innovation.” Federal funding is explicitly conditioned on state regulatory climates, incentivizing alignment with the Plan’s deregulatory priorities. For California, this creates a favorable environment for the state’s robust tech sector, encouraging continued innovation while aligning with federal objectives. Simultaneously, the Federal Trade Commission (FTC) is directed to review its AI investigations to avoid burdening innovation, a policy reflected in the removal of prior AI guidance from the FTC website in March 2025, further supporting California’s leading role in AI development.

The White House released an article showcasing acclaim for the Plan. Among the supporters are the AI Innovation Association, Center for Data Innovation, Consumer Technology Association, and the US Chamber of Commerce. Leading tech companies—including California-based companies Meta, Anthropic, xAI, and Zoom—praised the Plan’s focus on federal adoption, infrastructure buildout, and innovation acceleration. 

California’s Anthropic highlighted alignment with its own policy priorities, including safety testing, AI interpretability, and secure deployment in a reflection. The reflection includes commentary on how to accelerate AI infrastructure and adoption, promote secure AI development, democratize AI’s benefits, and establish a natural standard by proposing a framework for frontier model transparency. The AI Action Plan’s recommendations to increase federal government adoption of AI include proposals aligned with policy priorities and recommendations Anthropic made to the White House; recommendations made in response to the Office of Science and Technology’s “Request for Information on the Development of an AI Action Plan.” Additionally, Anthropic released a “Build AI in America” report detailing steps the Administration can take to accelerate the buildout of the nation’s AI infrastructure. The company is looking to work with the administration on measures to expand domestic energy capacity.

California’s tech industry has not only embraced the Action Plan but positioned itself as a key partner in shaping its implementation. With companies like Anthropic, Meta, and xAI already aligning their priorities to federal policy, California has an opportunity to set a national precedent for constructive collaboration between industry and government. By fostering accountability principles grounded in truth-seeking and ideological neutrality, and by maintaining a regulatory climate favorable to innovation, the state can both strengthen its relationship with Washington and serve as a model for other states seeking to balance growth, safety, and public trust in the AI era.

America’s AI Action Plan moves from policy articulation to implementation, the coordination between federal guidance and state-level innovation will be critical. California’s tech industry is already demonstrating how strategic alignment with national priorities can accelerate adoption, build infrastructure, and set standards for responsible AI development. The Plan offers an opportunity for states to serve as models of effective governance, showing how deregulation, accountability principles, and public-private collaboration can advance technological leadership while safeguarding public trust. By continuing to harmonize innovation with ethical oversight, the United States can solidify its position as the global leader in artificial intelligence.





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