SEO or search engine optimisation has always played a major part in getting your business found online. And, best of all, it's free. You would simply create content that potential customers of yours would be interested in and boom, you have them on your website.
However, there's now a major player that's giving people all the answers they'll ever need, and they're giving it to them right at the top of google. This is called AI (artificial intelligence). AI will now search all relevant content to find answers and then display the most trusted. So instead of your customers doing the scrolling, AI is, and if your customers aren't scrolling then they won't find your website.
So, is SEO still a valuable tool? Well, I'd have to say yes because there will still be a percentage of people who will want to look for answers themselves and not rely solely on AI, especially whilst it's in it's early years.
There is a type of SEO that will always work however, and that will be either your service or product on page SEO. AI will give answers to questions but it won't find products or services, not yet at least.
To wrap up - content SEO has took a hit but as it's free to do it is still worth it IMO, but service or product on page SEO should still be a critical part of your online strategy and IMO it will be for some time.