From Channels to Chatbots: How AI Is Reshaping Search Like Streaming Reshaped TV
What do AI and Netflix have in common? They’ve both changed how we find what we want—fast.
We’ve seen this movie before. First, it was cable TV replacing rabbit ears. Then streaming made us rethink time slots, commercials, and the idea of “prime time.” Today, artificial intelligence is doing to search what Netflix did to TV: breaking the old model and rebuilding it around personalization, speed, and relevance.
As a professor who teaches both public relations and the practical uses of AI, I believe it’s essential we understand that this shift isn’t unprecedented—it’s evolutionary. By examining what happened in the media world before, we can better prepare for what’s ahead in the age of AI-powered search.
Search Before AI Looked a Lot Like TV Before Cable
Once upon a time, you turned on the TV and watched what was on. You searched Google and clicked the top link. It was simple, and it worked—until it didn’t.
Early TV had a few channels and limited options. Similarly, traditional search engines gave us ten blue links based on keywords. This worked fine when the internet was smaller and user needs were less complex.
But then, just as niche cable channels exploded and began segmenting audiences by interest, the web grew—and so did expectations. Search became more competitive. SEO became an industry. Audiences began expecting results tailored to their needs, not just keyword matches.
Streaming and AI: Built for the User, Not the Platform
Then came Netflix. Viewers didn’t want to wait for shows or flip channels endlessly. They wanted on-demand. The technology changed, but so did behavior.
That’s exactly what’s happening now with search and AI. Tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE) aren’t just updating search—they’re transforming it. People don’t want a page of links anymore. They want answers, context, and recommendations—all in one place.
This is the streaming moment for search: we’re no longer browsing, we’re prompting.
The New Search Experience: Faster, Smarter, Personalized
Just as Netflix recommends content based on your behavior, AI-powered search engines use your query, preferences, and history to serve up highly relevant information. You might ask, “What’s the best PR strategy for launching a wellness brand?” and get a conversational response with step-by-step guidance—not a list of blog posts you have to sift through.
And like streaming, AI removes the middleman. Fewer people are clicking through to websites. That’s a big change for brands, publishers, and PR professionals who have long relied on visibility in traditional search results to drive awareness.
What This Means for PR and Media Professionals
If search is the new streaming, we need to learn how to program for it. That means:
Rewriting for AI-first formats. Use clear, natural language that AI engines can easily parse and summarize.
Optimizing for Generative Engine Optimization (GEO). Think beyond SEO. GEO ensures your content shows up in AI-generated answers. Include direct, factual language, sources, and structured data.
Feeding the machines. Publish consistent, high-quality content across platforms. The more structured and reputable your content, the more likely AI will use it to generate responses.
Monitoring new platforms. Keep an eye on how platforms like Perplexity.ai, You.com, and Google's SGE feature brand content. This is where future visibility lives.
Search Isn’t Dying—It’s Maturing
Just like TV didn’t disappear, neither will search. But the rules are changing. We’re shifting from a click-based, link-driven model to a response-based, conversation-driven one.
This is both a challenge and an opportunity. The brands and professionals who adapt early will build authority in new ways. The ones who don’t may struggle to be seen—much like a cable network that never launched a streaming app.
Final Thought: We’ve Been Here Before
When linear TV lost dominance, we didn’t panic—we adapted. We learned new formats, explored new channels, and found fresh ways to connect with audiences.
AI is no different.
The role of the communicator hasn’t changed: we still tell stories, shape perception, and build trust. But now, we do it through prompts, summaries, and smarter content.
So don’t fear the shift. Understand it. Embrace it. And be the one who helps others navigate it.