"Michael Kuzminov is the CEO of HypeFactory, a global AI-powered influencer marketing agency. Marketing is undergoing a profound transformation, with artificial intelligence at the forefront of this process. Traditional search and advertising methods still matter, but brands can no longer depend solely on organic rankings or conventional campaigns to maintain their presence. AI-powered search engines and digital assistants have completely changed the way consumers interact with brands. To ensure they remain visible, marketing specialists must fully understand and embrace the rise of AI search."
"AI-driven search tools now aggregate information and provide concise, direct answers, often reducing the need for users to visit websites at all. Research by Ahrefs found that Google's AI Overviews have led to a 34.5% lower average click-through rate for the top-ranking page. Gartner estimates that by 2026, traditional search engine volume will decrease 25% thanks to AI chatbots and virtual agents. All of this means that brand mentions outside of traditional search channels will be even more vital."
Marketing is undergoing a profound transformation as artificial intelligence reshapes how consumers find and engage with brands. AI-powered search engines and digital assistants aggregate information and return concise answers, often reducing website visits and lowering click-through rates for top-ranking pages. Google's AI Overviews have produced a 34.5% lower average click-through rate for the top-ranking page, and Gartner projects a 25% decline in traditional search engine volume by 2026 due to AI chatbots and virtual agents. Younger consumers increasingly seek recommendations from trusted individuals on social media, and AI systems prioritize content from trusted experts, elevating the role of influencer marketing. Long-term influencer relationships and AI-aware content strategies improve visibility and algorithmic recognition.
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