In a recent Sitebulb webinar, Jes Scholz (growth marketing consultant specialising in entity authority) and Dan Petrovic (founder of DEJAN agency and machine learning enthusiast) tackled one of the most contentious questions in SEO right now: has AI search changed everything, or is it just more of the same? The answer is, of course, IT DEPENDS (lol). It depends which “camp” you’re in.