Chatbots are becoming the go-to source for online answers for many consumers, chipping away at the dominance of traditional web search and adding another avenue of outreach that brands must cultivate to connect with customers.
The Shift to AI-Powered Models
An estimated 5.6% of U. S. search traffic on desktop browsers last month went to an AI-powered large language model like ChatGPT or Perplexity, according to market intelligence firm Datos.
Growth in AI Search Usage
The percentage of traffic going to AI search has more than doubled since June 2024, with browser-based AI search gaining traction rapidly.
The Impact on Traditional Search Engines
Traditional search engines like Google and Bing are facing competition from AI summaries and AI-powered search, leading to changes in consumer behavior.
Brand Marketing in the AI Era
Brands are adapting to ensure visibility in AI searches, as AI chatbots offer one direct answer instead of a list of links.
The Future of AI in Search
While AI search is on the rise, traditional search engines still dominate overall search traffic, showcasing the coexistence of both technologies in the digital landscape.
Adapting to the Changing Landscape
Marketers are exploring new strategies to align with AI search behavior, understanding the different user needs AI searches cater to compared to traditional searches.
For more information on the impact of AI search on brands and online behavior, read the full article here.
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