What's Happening?
Artificial intelligence (AI) is significantly altering the search landscape, prompting brands to rethink their strategies for organic and paid search. According to insights from VaynerMedia, AI answer
engines are becoming crucial touchpoints in the consumer decision-making process. This shift is likened to the emergence of the internet and social media, with AI adoption rates surpassing previous technologies. As of July 2025, AI-based search accounts for approximately 7.6% of total query volume, with expectations to exceed 25% within two years. The impact is most notable in informational and research-based queries, while traditional search engines still dominate navigational and purchase-led searches. The rise of zero-click searches, where users receive answers without visiting websites, underscores the need for brands to maintain visibility across AI platforms.
Why It's Important?
The transformation in search behavior driven by AI presents both challenges and opportunities for brands. As AI-based searches grow, brands must adapt to maintain visibility and influence consumer decisions. The shift towards zero-click searches means that traditional methods of capturing website traffic and retargeting may become less effective. Instead, brands need to focus on becoming trusted sources for AI answer engines to ensure they remain discoverable and preferred by consumers. This change could significantly impact direct-to-consumer businesses, as AI platforms like ChatGPT integrate features such as instant checkout options, emphasizing the need for brands to engage with AI touchpoints.
What's Next?
Brands are encouraged to act swiftly to prepare for the ongoing disruption in the search landscape. This involves integrating product feeds into AI models and ensuring visibility across AI platforms. As AI continues to evolve, the ability to influence consumer decisions through AI-driven interactions will become increasingly critical. The shift towards AI-based search is not a distant threat but a current challenge that requires immediate attention from marketers to sustain growth and remain competitive.
Beyond the Headlines
The rise of AI in search could lead to a fundamental shift in how brands approach marketing and consumer engagement. As AI platforms become more integral to the shopping experience, ethical considerations around data privacy and the influence of AI on consumer behavior may arise. Additionally, the reliance on AI for search could lead to a reevaluation of traditional marketing metrics and success indicators, as brands adapt to new ways of measuring engagement and conversion.
