"Takeup of AI search tools is on the rise, disrupting user behaviors and the performance of brands' organic search efforts. The implications for paid search, as well as for search's impact on brand awareness and conversion metrics, are less clear. What is certain is that increasing a brand's presence in AI search summaries will become a crucial goal for many marketers. It's also one they can get started on right now."
"Many web users are now happy to use an AI-generated search summary as a primary source online, rather than visit a brand's website or a review forum. That's according to McKinsey's AI Discovery Survey, conducted in August, which found 44% are content to rely on Google's Overviews or AI Mode, ChatGPT or Perplexity versus the classics (original Google, Bing). But Google's still the favorite by far"
"Google's estimated share of the search market dipped below 90% in October 2024, for the first time since 2015. But it hasn't fallen farther this year, and the collective share of the market held by all other AI engines is less than 1%, according to BridgeEdge's latest AI Pulse data. So, when we talk about AI search we're really talking about Google's AI Overviews and AI Mode, the two primary ways users interface with its large language model (LLM), Gemini."
"A Bain and Dynata survey of 1,100 consumers conducted in December 2024 showed 80% of users relying on AI summaries at least 40% of the time, leading to an estimated organic traffic hit of between 15-25%."
AI-generated search summaries are becoming a primary information source for many consumers, with 44% willing to rely on AI Overviews, AI Mode, ChatGPT, or Perplexity instead of traditional search results. Google remains dominant, though its share dipped below 90% in October 2024, while other AI engines collectively hold under 1%. Heavy use of AI summaries is driving zero-click behavior and reducing publisher and brand web traffic. One survey found 80% of users rely on AI summaries at least 40% of the time, estimating a 15–25% organic traffic decline. Increasing brand presence in AI summaries is now a critical marketing priority.
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