Podcast Summary

Voices of Search: Optimizing for AI Agents Instead of Traditional SERP Rankings – Trend or Hype?

Host: Tyson Stockton
Guest: Brian Stempak, Co-founder and CEO at Evertune
Date: December 18, 2025

Episode Overview

This episode delves into the evolving landscape of SEO, specifically questioning whether optimizing for AI agents—rather than traditional search engine results pages (SERPs)—is a passing fad or a significant, lasting trend. Tyson Stockton and guest Brian Stempak explore the rapid emergence of AI agents, their growing influence over user search behaviors, and the implications for the future of content strategies.

Key Discussion Points & Insights

The Central Question: Trend or Hype?

• Tyson Stockton opens with the question, “Is optimizing for AI agents instead of traditional SERP rankings a lasting trend or will it be the hype of this year?” (00:39)
• Brian Stempak immediately signals his stance:

  “I think it's a lasting trend. I actually think for the most part it's going to be the bigger trend next year, potentially the year after. Because I think we're at the very early days of the AI agent playing a big role.” (00:54)

What Is an "AI Agent"?

• Brian defines AI agents as technologies like ChatGPT, Anthropic, and Deep SEQ, which consumers increasingly employ as they once did with search engines:

  “…it depends how you define an agent, but for the most part I think we're at the phase of consumers using ChatGPT, using Anthropic, using Deep SEQ and other tools really, as they have with search engines in the past.” (00:59)

Rapid Growth and Expansion of AI Agents

• Brian forecasts a near-future boom in agent-driven activities:

  “I think in the next year or two is where we see the rise of the agent to help do my B2B RFP, the agent to help shop for my groceries, the agent to help plan my travel. Whether that's verticalize[d] or separate app or inside the AI model. Tough to say, but I think we're at the very start of these agents growing in importance.” (01:12)

Significance of Personalization and Companion Role

• Tyson observes a shift from AI agents being just a resource to becoming personal digital companions:

  “It feels like that like almost personal assistant type category or use case is becoming more and more prominent… it feels like it's really leaning into that area where it's more of a companion rather than like that destination only source.” (03:06)

The Power of Browser Integration and Data

• Brian highlights the importance of AI agents gaining browser access, enabling deep personalization:

  “…as OpenAI moves into the browser side of things, what's so interesting about that is it now has so much more data to train on about you.… It saw your shopping cart on Amazon or Instacart or on Whole Foods and so it knows that data and that is a really powerful tool to help start to customize those results.” (03:26)

Strategic Implications from the Tech Industry

• Tyson links recent industry revelations to the discussion, referencing the Google API leak and DOJ trials:

  “With the release, it was just all these kind of flashbacks of the Google API leak and the DOJ trials with Nav Boost and it's like, oh yeah, makes sense why Chrome would be such a valued asset in that ecosystem.” (03:54)

Notable Quotes & Memorable Moments

• “I think it's a lasting trend. I actually think for the most part it's going to be the bigger trend next year, potentially the year after.”
  — Brian Stempak (00:54)

• “It feels like it's really leaning into that area where it's more of a companion rather than like that destination only source.”
  — Tyson Stockton (03:06)

• “What's so interesting about that is it now has so much more data to train on about you.… it knows that data and that is a really powerful tool to help start to customize those results.”
  — Brian Stempak (03:26)

Important Timestamps

• 00:39 — Tyson poses the main trend/hype question.
• 00:54 — Brian predicts agent optimization is a lasting trend.
• 01:12 — Brian envisions future use cases for AI agents.
• 03:06 — Tyson notes the growing “personal assistant” role of agents.
• 03:26 — Brian discusses OpenAI’s move into browsing and its impact on personalization.
• 03:54 — Tyson ties in Google API leaks and Chrome’s strategic value.

Summary Flow

The conversation starts with a clear pose of the central debate and quickly establishes that both participants see the transition to AI-agent-centric optimization as a transformative, not temporary, shift. They blend industry context, predictions for the immediate future, and practical considerations about browser integration and personalization, keeping the discussion forward-looking and rooted in real, emerging trends.

Final Thoughts

If you’re in SEO or digital content, this episode signals that preparing for AI agent optimization is not optional—it’s the next frontier, reshaping how people find, consume, and act upon information online. Brian Stempak and Tyson Stockton agree: the “hype” is actually the beginning of a new foundation for search strategies.

For more from Brian Stempak, see his LinkedIn or visit Evertune AI. For continued SEO and content marketing insights, subscribe to Voices of Search.