"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."
"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. That's because AI engines are increasingly becoming the first stop for product discovery."
AI and LLM-powered search results are driving more no-click searches and reducing website traffic even as impressions and rankings improve. Consumers increasingly obtain immediate answers from AI Overviews, Reddit, and AI search engines such as ChatGPT, shifting discovery away from traditional Google clicks. Widespread adoption—78% of organizations used AI in 2024, compared to 55% the year prior—is changing how people consume information. The buyer's journey stages remain intact, but AI search now influences problem identification, solution research, and product evaluation. Brands must diversify distribution channels and optimize content for both humans and machines through AI Engine Optimization (AEO).
Read at Miami Herald
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