fbpx
Campaign Middle East
العربية
DigitalFeaturedMarketingOpinion
Shantelle Nagarajan
posted on

The new era of search: From keywords to conversations

Shantelle Nagarajan
posted on

Merkle MENA’s Deepak Mankani talks about navigating the landscape of search in the algorithmic era.

searchDeepak Mankani, Head of Search Experience, Merkle MENA.

The landscape of search is undergoing a seismic shift, redefining how brands connect with their audiences. As of March 2025, the traditional dominance of search engines such as Google is being challenged by the rise of ‘answer engines’ – AI-powered platforms that deliver direct, conversational responses rather than links to websites. 
This transformation is twofold: Google and other search engines are increasingly rolling out AI-first features such as AI Overviews, prioritising machine-generated answers over traditional search results, while users are gravitating toward answer engines for their ability to handle longer, more conversational queries, queries that conventional search str


To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:ConversationsDeepak MankaniGen AIkeywordsMerklesearchsearch behaviour
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

You Might Also Like