How Generative Search and Answer Engines Are Changing Digital Marketing

Erika Hale
Sep 24, 2025
3 min read

The way women find answers online is changing fast. Traditional search engines like Google are evolving into generative search engines, which use artificial intelligence (AI) to generate direct answers instead of just showing a list of websites. Tools like ChatGPT, Google’s Search Generative Experience (SGE), and Microsoft Copilot are shaping a new digital landscape where users ask full questions and receive quick, conversational responses instantly.

If your center wants to reach women online, especially those searching for information about pregnancy or abortion, it’s essential to understand what this shift means and how to respond.

What Is Generative Search?

Generative search uses AI to generate answers rather than just listing websites that may or may not be fully relevant. These platforms combine search engine data and natural language processing to provide more personalized and immediate answers.

Instead of typing “pregnancy symptoms” and clicking a website, a user can ask, “What are the early signs of pregnancy?” and get a complete, conversational answer right away, sometimes without clicking any links at all, eliminating the need to visit your site altogether.

Examples of Generative Search Engines:

ChatGPT (OpenAI)
Google SGE
Microsoft Copilot (Bing)
Perplexity.ai
You.com

Why This Matters for Pregnancy Centers

1. Content Visibility Is Shifting

In the past, SEO (Search Engine Optimization) meant ranking in the top 3 results on Google. Now, AI tools may summarize your website’s content without linking to it. That means if your content and blog posts aren't structured for answer engines, it may never be seen.

2. User Behavior Is Changing

Young women, especially Gen Z and Alpha are increasingly asking full questions in conversational formats: “How do I know if I’m pregnant?” or “Can stress make my period late?”

These are the types of queries AI search tools look for.. Your content needs to match their intent and tone, providing non-directive, compassionate, fact-based answers to the exact questions they’re asking.

SEO, AEO, and Google Ads: A Unified Strategy

It’s important to recognize that SEO (Search Engine Optimization) and AEO (Answer Engine Optimization) are no longer optional. They are foundational parts of your center’s digital marketing strategy. But they shouldn’t stand alone.

While Google Ads continues to be the most effective tool for reaching abortion-minded women quickly, it works best when supported by strong organic content and AI-friendly website structure.

Think of it like this:

Google Ads gets you visibility now.
SEO/AEO builds trust and authority over time.
Together, they reinforce your brand and ensure your center shows up across all platforms. (paid, organic, traditional and generative)

If your center is still viewing Google Ads as a stand-alone product, it’s time to rethink your approach. A holistic digital strategy blends ads, strong content, and AI optimization for online visibility and credibility.

Questions Center Leadership Should Be Asking

Is our website content optimized for both search engines and AI models?
Are we addressing the real questions women are asking today?
Do we have a strategy to regularly publish fresh, medically accurate blog content?
Are we building trust with both users and AI?
Are we integrating Google Ads, SEO, and AEO into one unified outreach strategy?

Moving Forward

AI-powered search isn’t just a trend, it’s quickly becoming the new normal. And while it may feel challenging to keep up, you’re not alone. This shift presents a powerful opportunity to meet women where they are, with thoughtful, accurate, and compassionate information. With the right strategy of combining paid ads, search visibility, and AI-informed content, your center can stay visible, relevant, and impactful in today's changing digital landscape.

Life Advancement Group is here to equip you with the tools, strategy, and support you need to thrive. Reach out to learn more https://www.lifeadvancementgroup.org/learn-more