Yamini Rangan, CEO of HubSpot, stated, 'Search has fundamentally changed. It used to be that your customers would answer questions and search engines would serve up blue links, and they would click on those blue links that they would get to your website. But now with AI overviews your customers are getting answers without leaving search.' This highlights the shift in user behavior towards obtaining information directly from search results.
Rangan emphasized, 'Search needs to be open to feed your visitors but now it is closed keeping your visitors - that is a huge change and it's only going to continue.' This raises concerns about the future of web traffic for brands as AI integrations limit external clicks.
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