Artificial Intelligence (AI) isn’t coming for your business… it’s already here. AI is no longer a future concept; it’s actively reshaping how technology contractors operate, sell, and get discovered. And there is no more visible area in which AI is changing the game than in marketing and in particular in websites SEO. After integrators have spent years figuring out the formulas with keywords to maximize your Google search results, now AI comes along and brings an entirely new wrinkle to SEO.
The shift is happening right now: AI is changing search, online research, and how clients find and evaluate integrators.
At the upcoming 2026 D-Tools User Conference at the Renaissance Atlanta Midtown in Atlanta, OneFirefly CEO Ron Callis will use real-world examples of how integrators are already using AI-powered advisors and tools to save time, make better decisions, and operate more efficiently. Attendees to the session will leave with clarity on what’s already changing, where the risks lie, and where the real opportunities are for firms willing to adapt.
“AI-powered search hasn’t replaced SEO; it’s exposed who was only doing it halfway." -- Ron Callis, OneFirefly
As Callis recently wrote in an article for CE Pro, “AI-powered search hasn’t replaced SEO; it’s exposed who was only doing it halfway. Dealers who treated SEO as a one-time task are quietly disappearing from view, while those who’ve built real authority are showing up everywhere buyers look.”
He notes that customers today are not just doing Google searches, but bouncing between AI-generate overview, chat tools like ChatGPT and Copilot, and of course word-of-mouth recommendations. Given that AI assembles its responses from various sources, it is imperative that integrators’ websites answer the important questions that prospective customers might ask on their websites.
So, as an example, that FAQ page that you thought was going the way of the dodo bird on your website might now be one of the most important pages. Integrators who understand how AI works and can master it will once again rise to the top.
