Source: Search Engine Journal
Google's explicit messaging that search and AI agents operate under a single optimization framework eliminates the consulting industry's ability to sell "AI Optimization" as a distinct service line from SEO. Brands that have budgeted for parallel search and agent strategies now face pressure to consolidate—meaning agencies and consultants positioned as AI-native specialists face margin compression and client consolidation. The opportunity shifts from selling new services to helping teams reorganize existing SEO expertise around multi-interface distribution, which is less lucrative but more durable.