Summary4 min read

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.

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Transcript11 lines

[00:00]
Podcast Announcer
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of.
[00:40]
Tyson Stockton
Search Podcast, Tyson Stockton Next question Is trend or trash? Is optimizing for AI agents instead of traditional SERP rankings a lasting trend or it will be a hype of this year?
[00:55]
Brian Stempak
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. 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. But 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 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.
[01:38]
Sponsor Voice
Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize and SEO for your business. Pre Physical's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues and Most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO that's Pre visible P R E V I S I B L E I O.
[03:06]
Tyson Stockton
It feels like that like almost personal assistant type category or use case is becoming more and more prominent and I mean just using Atlas and it feels like it's really leaning into that area where it's more of a companion rather than like that destination only source.
[03:27]
Brian Stempak
I think that's right. I mean 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. So it's not just the prompts that you gave it saying okay, I like this brand of coffee. So it can recommend that in the future. It doesn't need to ask.
[03:43]
Sponsor Voice
Right.
[03:44]
Brian Stempak
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.
[03:54]
Tyson Stockton
I had the exact same thoughts like 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.
[04:13]
Brian Stempak
Yep.
[04:14]
Tyson Stockton
All right, so that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Brian Stempak, co founder and CEO at Evertune, for joining us. If you'd like to get in contact with Brian, be sure to check out a link to his LinkedIn profile in our show notes, as well as checking out his company's website at Evertune AI. If you haven't subscribed yet and you want a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button in your podcast appreciate on YouTube and will show up in your feed in the following day. That's all for today. Thanks for stopping by and we'll see you in the next episode.