What's Happening?
The rapid adoption of AI answer engines is reshaping the search landscape, significantly impacting how consumers discover and interact with information online. Traditional search methods, both organic and paid, are being challenged by AI-based search,
which is becoming a crucial touchpoint in the consumer decision-making process. As of July 2025, AI-based search accounted for approximately 7.6% of total query volume, with expectations to exceed 25% within two years. This shift is particularly evident in informational and research-based queries, while traditional search engines still dominate navigational and purchase-led searches. The rise of zero-click searches, where consumers receive answers directly from AI without visiting websites, underscores the need for brands to maintain visibility across AI platforms.
Why It's Important?
The shift towards AI-driven search engines presents both challenges and opportunities for brands. As AI search becomes more prevalent, businesses must adapt their strategies to remain visible and relevant in this new landscape. The diminishing role of traditional retargeting methods means that brand awareness and preference developed during AI interactions are increasingly influential in consumer purchasing decisions. This transformation requires brands to focus on becoming trusted sources for AI engines, as these platforms will play a critical role in guiding consumer choices. The ability to leverage AI for direct-to-consumer interactions, such as instant checkouts, further emphasizes the need for businesses to integrate AI into their marketing strategies.
What's Next?
Brands are encouraged to act swiftly to adapt to the evolving search environment. This includes uploading product feeds to AI models and ensuring visibility across AI touchpoints. As AI search continues to grow, businesses that successfully integrate AI into their marketing strategies will likely gain a competitive edge. The ongoing development of AI technologies and their integration into consumer shopping experiences will require continuous adaptation and innovation from brands to maintain their market presence.
