"AI is radically reshaping how consumers search, discover and make buying decisions - and that shift will accelerate in 2026. Search is no longer just about keywords. It's about context, conversation and trust. Being visible means adapting your strategies for a world where AI interfaces - not search engines - are the first stop on the buyer journey. Here's what marketing teams need to know."
"Consumers are increasingly bypassing search engines altogether, turning to conversational AI assistants for shopping recommendations, product research and service suggestions. About 60% of searches now end without a click-through, according to Bain & Company. "The path of product discovery to purchase will increasingly happen in AI chatbots," said Alicia Pringle, senior director, online marketing at Network Solutions. "More customers will use generative AI to research services... Built-in checkout through AI assistants isn't far off either.""
AI-driven conversational assistants are replacing traditional keyword search, with many consumer queries ending without clicks. About 60% of searches now end without a click-through, and AI chatbots are becoming primary discovery and purchase channels. Discovery is increasingly curated by AI gatekeepers, requiring brands to optimize for AI curation rather than only SEO. Brands must produce machine-readable content, structured data, and clear value signals so AI can present them confidently. AI Overviews and zero-click results reduce click-through rates, raising the risk that brands not surfaced in AI answers become invisible to prospective buyers.
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