ChatGPT reached 500 million monthly users in May 2025, coinciding with Google’s debut of AI Mode, acknowledging that large language models are pivotal for the future of search. The Pew Research Center highlights that around 20% of searches now display AI Overviews, appearing in 60% of question-based and 36% of full-sentence searches. Adobe also notes a staggering 1,200% increase in retail site traffic from AI tools since the previous summer.
However, this rise in AI search poses significant challenges for traditional websites. Pew’s research indicates that AI Overviews lead to substantially lower click-through rates to other websites-only 8% when Google provides an AI summary, down from 15% for searches without such summaries. Furthermore, a mere 1% of AI Overviews produce clicks to their cited sources.
This shift has left marketers grappling with a crisis as AI search lacks the transparency of Google’s well-established algorithms. Emerging practices termed GEO (Generative Engine Optimization) or AIO (Artificial Intelligence Optimization) aim to adapt to this new reality, although they lack the predictability seen in conventional SEO. Experts now suggest brands focus on niche queries over broad search terms to align with AI models that prioritize utility and resolution.
The current landscape presents a pressing dilemma for brands, as failure to appear in AI search results could render them invisible. Unlike Google, there’s no fallback position in AI searches, creating a stark, binary outcome. While some believe AI search might eventually incorporate ads, much like traditional internet models, the rapid evolution of these technologies makes for an uncertain future.
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