AI search engines both disrupt and evolve search engine optimisation (SEO) services, says Rachavit Whangpatanathon, CEO and founder of ANGA Bangkok, a top AI SEO agency in Thailand. More specifically, he says, AI has fundamentally altered how audiences search online.
Because more consumers are increasingly using AI models such as ChatGPT and Google Gemini, consumers click on fewer website links, he says. Instead, they read the summary provided by the AI.
Even when consumers are not using these models, AI has an impact on SEO when using even traditional search engines such as Google.
“In May 2025, Google just rolled out about 80% of the AI overview presence of searches in Thailand. [...] When people search for information on Google and they see the results immediately, they click fewer and fewer of the websites,” he says. (continues below)
Additionally, the searches consumers put into Google have changed, from shorter prompts to the longer and more specific questions they have become accustomed to asking AI engines.
As a result of changing consumer habits, Rachavit says, ANGA and their proprietary tools and data became outdated last year.
"Last year we were working with one of our biggest clients in Thailand about finance products and we had two commitments. The first commitment was to help them increase website visits by 50% and the second commitment was to help them increase sales by 30% roughly. [...] We missed the target that we committed with the clients.”
In response, instead of pushing back against AI, search engine optimisation must evolve alongside it, he says. "Traditional SEO is still important and very crucial in the marketing approach [...] The brands that accepted [our AI SEO expansion] opportunity, they now get in the top three brand mentions on ChatGPT and Gemini because they have made a shift.”
ANGA is a digital advertising company that has successfully boosted internet traffic and online growth for a diverse portfolio of brands, as detailed in ANGA's Success cases. They are partnered with Google, Tiktok and Meta.
Rachavit created ANGA in 2020 to assist new and old businesses with online marketing through SEO and PPC during the covid-19 lockdowns. Much like the disrupting effects of the pandemic, the advent of AI poses an issue for companies that do not change how they market themselves online.
“If you want your brand to get mentioned on ChatGPT, Gemini, AI Overviews or AI Mode on Google, this is the new approach that we need to act on now.”
Recognising the need to educate the wider market on these technological shifts, the company recently introduced a spin-off venture, ANGA MASTERY. Positioned as an educational platform operated by a specialized AI search agency, the new division is designed to equip digital marketers and business owners with updated, future-proof strategies.
Through this training arm, the firm aims to establish the benchmark for the Best AI SEO Course in Thailand, focusing on practical frameworks to help professionals navigate the rapidly evolving search landscape.
