How AI Chatbots Are Disrupting Search and SEO: What Brands Need to Know

AI chatbots like ChatGPT, Claude and Google Overviews are rapidly changing how people search for information.

Traditional Search Engine Optimization is becoming less effective as users rely on AI-generated answers.

Around 80% of consumers use AI tools for at least 40% of their searches, often without clicking through to websites.

Brands are turning to new tools to measure their visibility and sentiment within AI responses.

Tech giants and startups are rethinking online advertising with AI-native formats and platforms.

AI chatbots like ChatGPT, Claude, and Google’s new Overviews feature are becoming go-to sources for answers, often replacing traditional search engines like Google for everyday queries.

As this trend gains momentum, it’s reshaping the rules of online visibility. Conventional search engine optimization (SEO) is no longer as reliable, with fewer users clicking on websites and more relying on AI summaries.

According to consulting firm Bain, up to 60% of searches now end without a single click. In fact, 80% of consumers reportedly use AI-generated responses for at least 40% of their searches.

This shift has created both a challenge and an opportunity for brands.

New Tools for a New Search Era

To stay competitive, companies like Brandtech and Profound are launching tools specifically designed for the AI search age.

These tools can measure:

• How frequently a brand appears in AI responses.

• The tone and sentiment AI models use when mentioning a brand.

• Opportunities for improving brand presence through refined prompt strategies.

By feeding AI models targeted prompts and analyzing the outputs, these tools help brands better understand and influence their appearance in AI-generated content.

Adapting Digital Strategies

With organic traffic from traditional search engines declining—some by as much as 25%—brands are rethinking their digital strategies. Relevance, authority, and credibility are becoming more important than ever in ensuring brands appear (and are perceived positively) in AI-generated answers.

In parallel, ad models are evolving. Meta and Google are developing AI-powered ad solutions that may reduce reliance on traditional advertising agencies. Meanwhile, AI-first platforms like Perplexity are testing out novel advertising formats, such as suggesting sponsored follow-up questions after a user prompt.

The Bigger Picture

While Alphabet, Google’s parent company, still saw a 10% rise in search-related revenue recently, the long-term implications of AI-driven search disruption are significant. If users increasingly stay within AI interfaces for answers, the traditional web-based economy—built on clicks, traffic, and ad impressions—may need a full redesign.