The impact of AI on search behavior is accelerating, with users increasingly relying on AI-powered bots for information. This shift has educational and commercial relevance, evident from the growth in commercial queries linked to AI searches. Organic traffic from traditional searches is decreasing, creating concern for ecommerce and publishers, despite expectations of improving quality from AI results. Crucially, decisions about brands are formed based on AI-provided summaries, making source reliability vital to brand representation in AI search.
AI-powered searches are beginning to have strong commercial relevance. More than 8.5% of US desktop Google AI overview searches in the first quarter were commercial queries, up from 6.28% in three months.
Organic traffic sent from legacy search to websites is in decline. This is a worry for ecommerce and publishers, although traffic from intelligent search answers is expected to eventually pick up and be of higher quality.
People are making decisions and drawing conclusions about brands based on information provided by AI bots. The sources these AI agents reference are crucial.
The information available to large language models that power AI bots deeply affects how brands are represented in search results.
#ai-search-optimization #brand-management #marketing-strategies #search-behavior #commercial-relevance
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