AI search engines both disrupt and evolve search engine optimisation (SEO) services, says Rachavit Whangpatanathon, CEO and founder of ANGA Bangkok, a top AI SEO agency in Thailand. More specifically, he says, AI has fundamentally altered how audiences search online. Because more consumers are increasingly using AI models such as ChatGPT and Google Gemini, consumers click on fewer website links, he says. Instead, they read the summary provided by the AI.
Even when consumers are not using these models, AI has an impact on SEO when using even traditional search engines such as Google.
“In May 2025, Google just rolled out about 80% of the AI overview presence of searches in Thailand. [...] When people search for information on Google and they see the results immediately, they click fewer and fewer of the websites,” he says. (continues below)
Additionally, the searches consumers put into Google have changed, from shorter prompts to the longer and more specific questions they have become accustomed to asking AI engines.
As a result of changing consumer habits, Rachavit says, ANGA and their proprietary tools and data became outdated last year.
