With the rapid evolution of artificial intelligence, search engines are undergoing major changes. As AI-powered tools like OpenAI’s ChatGPT become more deeply integrated into everyday digital experiences, video content is taking center stage on search engine results pages (SERPs). This change is not just technological. Companies are reimagining how they approach visibility, especially in the B2B and e-commerce space. Recent developments show OpenAI entering the e-commerce advertising space and pushing the boundaries by leveraging AI-generated videos to speed up search functionality.
The acceleration of AI in search is predicted to become mainstream by the end of the year, forcing businesses to optimize video and bot-friendly content. This comes amid a Reuters report that OpenAI has launched Sora, an AI video generation app that can create content from copyrighted material that is shared across social media streams. As AI search becomes the primary use case for tools like ChatGPT, businesses must adapt to maintain visibility in an era where traditional SEO and generative AI converge.
The rise of video in AI-driven SERPs
Video content is increasingly dominating SERPs as AI models prioritize dynamic and engaging formats. A study featured by Search Engine Journal revealed that AI search is expected to become a major application for ChatGPT, with mass adoption expected by mid-2026. This trend highlights the need for content that resonates with AI algorithms, favoring video for its ability to convey complex information quickly.
As detailed in a September 30, 2025 Reuters article, OpenAI’s Sora app allows users to generate and share AI videos spun from copyrighted content. This innovation is shaking up the advertising industry, making it possible to create personalized video ads quickly and cost-effectively. OpenTools.ai sources note that Sora plans to transform advertising by democratizing video creation and increasing user engagement with brands.
OpenAI moves into e-commerce advertising
According to Search Engine Land, OpenAI is ramping up headcount to transform ChatGPT into an advertising platform, targeting 700 million weekly active users. The move signals direct campaign integration, where advertisers can run promotions within a conversational AI interface. As reported by Genero, the introduction of shopping functionality to ChatGPT Search, which launched globally on April 28, 2025, marks an important step towards the convergence of AI conversations and online shopping.
E-commerce sites are encouraged to optimize for AI SEO, and tips from Prerender.io suggest how to index your product pages with tools like ChatGPT. This includes structuring content with AI visibility in mind and moving beyond traditional keywords to conversational queries. Posts on X from industry experts like a16z highlight how AI is transforming online shopping models from a quantity-based to a quality and personalization-driven approach.
Strategies for B2B visibility in AI search
For B2B companies, speeding up AI search requires a focus on bot-friendly content. Surfer SEO’s 2026 strategy highlights the need to optimize AI assistants and ensure visibility of answers provided to buyers. This includes creating video content that AI can easily parse and recommend, increasing discoverability in a competitive marketplace.
Recent X posts by users like Dennis Willeboordse describe automated tools that analyze competitors on platforms like Facebook and TikTok to generate new ads. These AI-powered innovations provide daily insights into the best-performing formats and help B2B companies refine their strategies. Additionally, Adweek reports that marketers are adapting their holiday strategies to AI search engines and integrating commerce capabilities with partners like Walmart and Shopify.
Impact on e-commerce and advertising optimization
As stated in ReelMind’s blog, the integration of AI video into e-commerce is fueling rapid expansion. Platforms that enable AI-generated content (AIGC) video will become essential for creators and sellers, driving growth through personalized advertising. According to Aakash Verma’s X post, OpenAI’s partnership with Shopify and others signals a shift in which generative engine optimization (GEO) will replace traditional SEO.
Google’s vision for AI search advertising, outlined in Search Engine Journal, emphasizes structural changes to AI modes and overviews. Marketers must prioritize these changes to redefine paid search advertising. Meanwhile, The Information explains how companies are rethinking their marketing budgets and moving to streaming video and AI-optimized site content to adapt to changing user behavior.
Challenges and ethical considerations
The opportunities are vast, but challenges arise when it comes to AI-generated content, especially the copyrighted material used in tools like Sora. Reuters highlights potential legal hurdles for OpenAI to publish videos from protected sources. Industry participants must carefully address these issues to avoid pitfalls in content creation and distribution.
The SEO impact of Perplexity AI investigated by Search Engine Journal provides positive news for e-commerce and reveals opportunities to improve visibility. However, the complexity of AI SERPs requires robust optimization, and AmericanEagle.com points to the need for digital content to withstand conversational guidance from large-scale language models (LLMs).
Future trajectory of AI search acceleration
In the future, the convergence of AI video and e-commerce advertising is expected to redefine digital marketing. Tipsheet.ai reports on OpenAI’s Sora 2 with audio generation and sound effects, positioning it as an “AI video slop” competitor with engaging content. This evolution could lead to a more immersive advertising experience and directly impact the B2B sales cycle.
100Toplist.com A post on AI’s X highlights that visibility will span multiple platforms, including AI-powered search engines, by 2025. To stay relevant, companies must compete between Google, YouTube, and emerging AI tools. As lantianlaoli points out for X, AI-powered advertising is driving the growth of entertainment and media globally, extending to e-commerce and small businesses.
Innovation that drives industry transformation
Innovative applications such as image search capabilities built with OpenAI’s Vision API shared on Enes on X demonstrate easy integration into shopping sites. Such tools improve the user experience by enabling visual search and increase e-commerce visibility. Meta Banners’ use of AI for B2B audience engagement further demonstrates how technology is precisely targeting customers.
Cody Schneider’s X post details e-commerce companies scraping ads through automation to inform AI-driven atmospheric marketing. This data-centric approach allows brands to analyze patterns, generate new content, and optimize AI search acceleration. Jordan’s insights on X for automated content for local rankings show a 15-25% increase in visibility and improved efficiency.
Strategic adaptation for long-term success
For businesses to grow, they need to invest in AI SEO strategies tailored to their video content. Surfer SEO recommends early adoption to own the answers in AI-driven discovery. OpenAI research predicts widespread adoption, and companies that ignore these trends risk obsolete SERPs dominated by video and conversational AI.
Finally, as AI redefines search and advertising, a focus on ethical and optimized content will determine the winners. Publications like Adweek and The Information have highlighted the need for adaptive strategies that ensure brands can take advantage of OpenAI’s entry into e-commerce advertising while navigating the future of video-centric SERPs.
