"The number of AI-powered search applications is growing. Google introduced its AI Overviews search function in 2024, followed by AI Mode in 2025, while OpenAI rolled out its ChatGPT chatbot in 2022, later integrating a conversational search feature. Anthropic's AI assistant Claude and "answer engine" Perplexity also feature conversational search results."
"Digiday's survey found that more than one-third of brand and agency pros (37%) said their companies have seen decreases in upper-funnel search traffic as a result of AI, and 21% said their companies have seen decreases in lower-funnel search traffic as a result of AI."
"This phenomenon has come to be known among marketers as zero-click search - consumers find answers to their search queries directly on the results page and don't have to click through to additional websites for more information. Zero-click search is more common in AI-generated search results that typically provide information in conversational summaries, like Google's AI Overview."
AI-powered search applications are expanding, including Google’s AI Overviews and AI Mode and conversational search features from OpenAI, Anthropic, and Perplexity. Marketers report measurable impacts as consumers receive more detailed answers directly on search results pages. Survey results show 37% of brand and agency professionals have seen decreases in upper-funnel search traffic due to AI, and 21% have seen decreases in lower-funnel search traffic. This shift is commonly called zero-click search, where users obtain answers without clicking through to other websites. AI-generated results often present conversational summaries, increasing reliance on in-page answers and reducing organic traffic to external sites.
#ai-powered-search #zero-click-search #marketing-analytics #upper-funnel-and-lower-funnel-traffic #conversational-ai
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