Name: How AI Search Will Change the Internet for Businesses and Users
Uploaded: 2025-11-18T21:07:00Z
Duration: 3 min 28 s
Description: Michael Walrath, CEO of Yext, tells Barron’s Andy Serwer why brands need to rebuild their digital presence as AI search continues to evolve.

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Michael Walrath, CEO of Yext, tells Barron’s Andy Serwer why brands need to rebuild their digital presence as AI search continues to evolve.

https://m.wsj.net/video/20251118/6d9de130-5715-4fce-b6fb-a8b5558692ab/1/hls/manifest-hd-wifi.m3u8

How AI Search Will Change the Internet for Businesses and Users

I think you have been talking a little bit, Michael, about being on the edge of a massive transformation from an internet built for humans to an internet built for machines. What does that mean?

Yeah, so if you think about the way that an AI search engine works, there are a couple fundamental differences versus a traditional search engine. Google changed the world when they came out with an index of the most likely answer to your question. And by the way, I ran the search business at Yahoo from 2008 to 2010. We got beaten up badly by Google because they had a better mousetrap. They were also monetizing that mousetrap much less aggressively than we were. Fast forward to AI search, and one of the fundamental difference is that memory and context is much richer in AI search. So if you use ChatGPT or Perplexity or Grok or Google Gemini on a daily basis, what you're gonna find is that it knows much more about you. One of the scariest things you can do is you can ask it what it knows about you in a public, you know? So like, I did it once, I'll never do it again. I put my phone on the table in voice mode and I said, "Hey, ChatGPT, tell all these people what you know about me." And it got halfway through its spiel and I turned it off because it was freaky how much it knew about me. And so the reason why that's so important is that the questions that we ask will not be, will not contain all the detail that's behind what that question gets converted into in terms of a search. So if I say I'm hungry and I want some lunch, to you, the universe of places you may recommend to me could be enormous 'cause you may not know what I like to eat. My assistant, my AI assistant, knows exactly what I like to eat. And so they will turn that question into a much more detailed question that is, we need something that has vegan options, or we need something that has grass-fed beef, or we need a place that doesn't cook with seed oils or whatever my preferences might be. And because of that, the way we feed information into these engines, is going to be fundamentally different.

And it's always important to ask in that context, that last example you just gave, surprise me. Tell me something different. Give me something new. Because otherwise, aren't you just in some sort of loop over and over and over?

Well, yeah. The surprise and delight piece of it is that you've taken a simple question from me, you've turned it into a very complex operation behind the scenes, but you've taken everything that you, and, by the way, every time I talk to my agent, it gets smarter about me. So it may say, hey, you should go to this Mediterranean place that has all these great things. Well, is the, you know, is the pita gluten-free? No, do you want gluten-free options? Yes, I do. And then it'll start to, it'll remember that, right? And so I think that as we go through this evolution, when we talk about every brand has to rebuild their entire digital presence in a way that provides all of that context to agentic applications, what we used to be able to rely on was that I was gonna win the traffic, right? They're gonna come to my digital experience, come to my website. If I'm Land Rover, they're gonna come to my website, they're gonna learn everything there is to know about the Land Rover Defender, and then they might decide to buy it. In this new world, they're never coming to my website, right, the human is going to let the agent visit my website or visit with my structured data and learn everything there is to know, and then provide me with a recommendation. Should it be the Land Rover or should it be the Ford Bronco?