CMOs and CEOs are witnessing a turning point: Google Search is no longer a solo act in digital discovery. AI platforms like ChatGPT are now central players, shifting both user expectations and how brands get found online. Over the past year, Google’s new AI Overviews and chat-driven search features have begun to change the rules—prompting fewer clicks, shorter journeys, and more direct answers inside search results.
What’s changed isn’t just technology but user behavior. Customers now expect fast, personalized, and conversational answers that don’t always include your website. ChatGPT has gained ground among early-stage, research-driven queries, especially for definitions and comparisons where speed and clarity win.
For growth-focused companies aiming to stand out, this shift brings challenges and high-reward opportunities. Maintaining search visibility means building trust across channels, embracing structured content that AI can parse, and investing in richer experiences beyond traditional SEO. Adapting with clear, human-focused content and a multi-platform approach will define the brands that lead as AI transforms how people search, discover, and choose.
Google Search and ChatGPT: The Battle for Attention
As user habits shift toward instant, conversational answers, the search market is experiencing its biggest transformation in decades. While Google’s familiar blue links still draw the majority of global clicks, platforms powered by artificial intelligence—like ChatGPT—are quickly gaining traction. Brands and marketers need to understand both the sustained power of Google and the dynamic rise of AI-driven search to capture attention where it matters most.
Google’s Continued Dominance—But With Growing Pressure
Google remains the industry titan. In 2025, it holds nearly 89.5% of worldwide search engine market share, processing over 8.5 billion searches daily. This immense scale keeps Google the primary entry point for online discovery, boasting an unmatched index, deep integrations, and a perennial grip on mobile and desktop search alike. Top-performing sites still enjoy exceptional visibility, with the first organic result regularly attracting more than a quarter of all clicks.
However, the landscape is shifting. For the first time since 2015, Google's search share has dropped below 90%, falling from a previous high of over 93% just two years ago. Platforms like Bing (almost 4% share) and newcomers such as ChatGPT are steadily eroding Google's former monopoly. Daily search activity once exclusive to Google is now splintering across AI platforms that prioritize speed and utility.
For deeper current numbers on search share, you can review the latest research from StatCounter and recent industry insights that explore Google’s slipping dominance and the AI-driven alternatives.
ChatGPT and AI Search Platforms: Rapid Growth and Changing User Behavior
ChatGPT didn’t just enter the search conversation; it’s redefining user expectations. Handling an estimated 2.5 billion daily queries, ChatGPT and similar tools now power 15-20% of Google’s total search volume. Their strength lies in rapid, direct responses that eliminate the need to scroll through traditional results—especially for top-of-funnel needs like definitions, comparisons, and quick how-tos.
Session data show that user engagement with ChatGPT averages 8-13 minutes, reflecting a deeper, more conversational exchange compared to traditional searches. These platforms shine for research-driven users seeking clarity, speed, and privacy, particularly as they’re ad-free and cut out distractions.
Key areas where AI search platforms stand out:
- Direct answers to common questions: No more clicking through ten links to find a simple answer.
- Schema-friendly content consumption: AI tools increasingly parse structured content, rewarding pages prepared for machine reading.
- Shorter pathways to decision: Fewer steps from curiosity to answer, especially for basic and research-type queries.
Marketers are feeling the shift as organic clicks decline and users remain within AI environments. The old playbook—ranking first and waiting for clicks—is no longer a guarantee of attention or traffic. A forward strategy means investing in branded storytelling, multimedia, and original research that AI platforms recognize and elevate.
As the battle for attention intensifies, brands that combine strategic content with immersive, trust-building experiences will continue to stand out—regardless of where users begin their search.
How AI Is Altering Search Behavior and Discovery
AI platforms like ChatGPT are changing how people discover information online. Rather than clicking through a list of links, users now often turn to AI for direct, clear answers to their questions. This trend is changing the nature of search journeys, shaping a new reality for marketers and brands aiming to reach consumers at the moment of discovery.
AI-Driven Summaries and the Decline of Organic Clicks
The introduction of AI-powered summaries in Google Search and other platforms has triggered a marked drop in click-through rates for organic links. Multiple studies highlight this shift:
- When Google displays an AI summary at the top of the results, users are far less likely to click on any search listing, even if it’s ranked #1.
- According to recent analysis, Google’s top organic click-through rate dropped from 28% to just 19% after the AI Overview rollout—a sharp decline that underscores the scale of change. For some searches and industries, organic traffic has dropped by as much as 64% in a matter of months.
This phenomenon is often called the “zero-click search.” In these searches, users get the answer they need from the AI-generated content, leaving no reason to visit external sites. As a result:
- Impressions remain high, but actual site visits shrink.
- Brands that previously relied on organic search for steady, predictable traffic must adapt quickly or risk falling behind.
For a deep dive on recent metrics, review this analysis from Search Engine Journal on plummeting CTRs post-AI Overviews, or see how AI Overviews impact web traffic from Fortune.
Impact on Content Marketers and SEO Professionals
The fallout reaches far beyond site visits and click-through rates. Content marketers and SEO professionals now contend with an ecosystem where ranking first is no longer a guarantee of attention or traffic.
Key challenges include:
- Decreased organic visits: Even top-performing articles see fewer site visits, as AI platforms summarize and answer directly within search results.
- Less weight on traditional rankings: Organic ranking matters, but AI-driven engines increasingly decide which content to surface, cite, or ignore.
- Citation competition: Marketers now compete to be cited within AI summaries and conversational answers—not just to appear as a blue link.
To respond, marketers must rethink their content strategies:
- Structure information so it’s “AI-readable,” using clear headers, concise answers, and schema markup.
- Prioritize authority, originality, and brand trust indicators throughout content.
- Invest in storytelling, audio and video formats, and social platforms where AI-driven tools cannot easily summarize your brand's unique value.
For more on how to build search-ready content as AI reshapes search habits, see this guide on the future of SEO and AI.
Putting these methods in place helps ensure your business stays visible even as AI steps into the center of the search experience. This transition can create anxiety for traditional marketers, but it’s also an opportunity to lead with richer, more human-centered content and connect with audiences across multiple channels.
Google’s AI Response: AI Overviews, SGE, and Competitive Investment
Google isn’t watching the AI race from the sidelines. Over the past year, the company has aggressively expanded its AI toolkit—introducing AI Overviews, rolling out the Search Generative Experience (SGE), and fast-tracking Gemini, its flagship AI engine. Backed by $85 billion in annual AI investment, Google is betting big on transforming how consumers find and interact with information. These strategic shifts aren’t just headline changes. They're designed to answer the surging competition from ChatGPT and other generative AI models, and ensure Google’s search product remains at the heart of digital discovery.
At the core, AI Overviews now serve up rapid, trusted summaries at the top of many search results. SGE builds on this, letting users ask more complex, conversational queries and get context-rich responses. Gemini powers these experiences, blending multimodal understanding and rapid content generation across text, video, planning, and more. For an inside look at how these new capabilities are redefining search, see Google’s latest AI search updates and the broader vision for generative AI in search.
Technical Shifts: Schema, Structured Data, and AI-Friendly Content
The era of AI search means technical details matter more than ever. Schema markup and structured data aren’t just best practices—they’re essential for your brand to be discoverable within Google’s new AI features and on AI-driven platforms like ChatGPT.
What’s changing on the technical front:
- Schema markup: Clear, descriptive schema allows AI systems to understand your copy, products, and ideas. Well-implemented schema boosts your odds of being surfaced in AI Overviews or cited in generative responses.
- Structured data: Information presented in tables, lists, and bullet points is easier for AI to summarize and cite. Concise, organized content wins in a world where algorithms scan for clarity.
- Format for direct answers: SGE and ChatGPT reward crisp answers, FAQ sections, and step-by-step instructions. If your content isn’t AI-readable, it’s invisible to consumers who never make it past the summary.
To make your content AI-friendly:
- Use headers, concise paragraphs, and bullet lists to highlight key points.
- Add schema markup for articles, products, and reviews.
- Keep formatting consistent and avoid jargon.
- Update legacy content to match current AI consumption needs.
For more on implementing these technical shifts, see Google's guide to AI Overviews and how generative AI is rewriting the search rules.
Influence, Not Just Rankings: Metrics That Matter Now
With AI-generated answers skimming the web and serving their own summaries, the focus has moved from raw rankings to brand influence. Citation, authority, and brand trust can now carry more strategic weight than where you appear in traditional search results.
How leading marketers are measuring success:
- Citations and mentions: Are your original insights being cited within AI Overviews or conversational answers? Tracking these references helps gauge real reach beyond just traffic numbers.
- Source authority: High-quality, well-structured content makes you a “go-to” resource for AI engines. Prioritize byline credibility, keep your about page robust, and showcase any industry accolades.
- Engagement signals: Strong read times, social sharing, and earned media links help AI engines identify which sources are trustworthy and deserving of mention in summaries.
To adapt your KPIs for today’s AI-first world:
- Monitor brand citations using tools that track mentions across platforms, not just link clicks.
- Optimize your author profiles and “about” sections for credibility.
- Focus reporting on influence and share-of-voice, not just raw search position.
Brands that rise above the noise are those who pair technical SEO excellence with true thought leadership and measurable share-of-voice. As Google’s SGE and Gemini continue to evolve, influence—not just ranking—will be the mark of digital leadership.
For real-world examples and strategies, see the evolution of AI in Google search and explore how generative AI is shaping industry best practices.
Strategic Recommendations for CMOs and CEOs: Thriving in the Age of AI Search
The impact of AI-powered platforms like ChatGPT on Google Search is clear—classic SEO is shrinking as the main gateway to audience discovery. For growth-minded leaders, long-term strategy now means staying ahead of both AI-driven discovery and shifting user habits. Innovative brands are investing beyond keywords and blue links, forming direct relationships with customers across mixed media, experiences, and trusted content channels. To thrive, your digital playbook must put human engagement, AI-ready content, and cross-platform authority at its core.
Rethinking Top-of-Funnel and Experiential Marketing
AI tools deliver quick answers that sidestep your website, so traditional funnel-building tactics can’t work alone. To stay front-of-mind, invest in strategies that reach people early and create deeper memories.
- Grow your brand through marketing that stirs emotion. Support channels like digital audio, podcasts, TV, and live events. Stories told through these formats create trust and recall that AI-generated summaries can’t match.
- Blend emotion and relevance. Immersive experiences, such as branded activations or community events, offer direct engagement where AI cannot compete.
- Prioritize multiple content forms. Combine audio, video, and interactive tools to reach users who no longer follow the classic click-through model.
For more insights, see how CMOs are retooling early-stage strategy to compete in the AI age in this analysis on how AI is changing search and CMO strategy.
Developing AI-Optimized, Authoritative Content
Original, trustworthy resources get cited by both humans and machines. AI engines prize clarity and structure, drawing from respected sources for their fast answers.
- Produce unique research and thought leadership. Publish in-depth insights, data-backed guides, and educational resources in your niche. This makes your brand a recognized source for both customers and AI.
- Focus on structure and directness. Write clear, concise answers that AI can easily parse. Use headers, lists, FAQs, and schema markup to help machines (and people) find value quickly.
- Demonstrate trustworthiness and credibility. Reinforce bylines, credentials, and authoritative statements throughout your site.
For practical tips, explore this guide on how brands can stay visible in an AI-driven search world.
Cross-Platform Branding and Community Building
Brand visibility is no longer confined to search results or social posts. Users learn, connect, and form opinions across a web of channels—many of which aren’t touched by algorithms at all.
- Expand your reach with multimedia. Sponsor or host podcasts, create video thought leadership, and contribute to industry webinars or panels. These practices build trust with people—and are harder for AI to replicate or summarize away.
- Engage in community platforms. Get active on LinkedIn with articles and dialogue. Use Instagram and TikTok for brand storytelling that builds personality and loyalty.
- Invest in partnerships and influencer relationships. Co-create with respected voices and communities to broaden exposure beyond search, making your brand a trusted source across the digital landscape.
Recent research shows brands investing in this multi-touch approach are leading the market shift. For a tactical overview, see this recap of AI search’s impact on consumer behavior—and how brands must adapt.
By focusing on content built for both people and machines, early audience engagement, and cross-platform consistency, CMOs and CEOs can keep their brands discoverable and influential as AI transforms the rules of attention and discovery.
Conclusion
Search is not losing relevance, but it is taking on a new shape. The competition between Google and AI platforms like ChatGPT has shifted how people discover and interact with information. Brands cannot depend solely on traditional SEO or expect old traffic patterns to return. Instead, reliable growth now depends on clear structure, well-tagged content, and a willingness to adopt channels beyond the search page.
Leaders who prioritize authority, diversify their presence, and build trust across media will stand out—even when audience journeys never touch a homepage. The rules are changing, but the opportunities reward those still willing to adapt first. As search fragments and user moments become more fleeting, your brand can remain prominent by taking action today. Thank you for reading—share your thoughts or reach out to explore what a modern growth strategy can look like for your team.
