The channel strategy that's saving brands from AI search cannibalization

"Payoffs from traditional SEO tactics used to be huge. Now, AI has effectively given everyone access to unlimited, personalized knowledge on a diverse set of channels, and Google Search is losing users to AI search engines like ChatGPT. The once reliable marketing playbook has officially been disrupted. You can no longer count on one distribution channel, like search, to do all of the work for you."

"Picture this: Content visibility is up, but traffic to your website is way down. More than half of Google searches today end in no clicks, according to Search Engine Land. And consumers are looking everywhere - from Google's AI Overviews to Reddit - for instant solutions to fit their needs. Is this your reality? Welcome to the rebirth of how people find information."

"AI usage has been increasing since 2023. A recent McKinsey survey found that 78% of organizations used AI in at least one business function in 2024, compared to 55% the year prior. This widespread adoption is fundamentally changing how people consume information. As Google and other search engines roll out more AI features, businesses are facing a unique paradox: they're seeing fewer clicks even if their rankings and impressions improve."

Content visibility can increase while website traffic declines because many searches now end without clicks as users find answers inside AI features and other platforms. AI adoption surged in 2023–2024, with a McKinsey survey showing 78% of organizations using AI in at least one function, reshaping information consumption. AI search engines and LLMs are becoming primary discovery points, altering the channels that guide the buyer's first discovery, research, and evaluation steps. The buyer's journey stages remain intact, but content strategies must serve both human readers and machine-driven experiences and diversify across channels to maintain reach.

Read at Hubspot