The rise of AI is significantly influencing consumer search behaviors, shifting from traditional search engines to AI agents for information. Zero-click search (ZCS) is now prevalent, where consumers receive answers directly from AI without clicking further. This evolution has introduced the 'negative-1 moment of truth' (-1MOT), where decisions are made from AI responses. Companies like Google and OpenAI are adapting to this trend, with Google exploring monetization strategies for its AI Mode in search, indicating a transformative shift in how consumers gather information and make purchasing decisions.
Zero-click search is a zero-sum game. AI has begun to replace search engines as the primary source for information and decision-making for consumers.
Zero moment of truth (ZMOT) referred to the moment on Google when consumers made their decisions about what products to buy, eventually influenced by AI.
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