From Search to Answers: How AI is Changing Advertising

By Cheryl Jackson

As consumers search for information online in new ways, marketing managers and business owners need to stay up to date. McKinsey research shows that half of consumers now use AI-powered search engines, and most rely on them when making purchase decisions.

This shift is already underway. AI-powered search is expected to generate billions in revenue by 2028, significantly affecting businesses. Rather than seeing this as a threat, savvy marketers are finding new ways to reach customers.

The New Search Landscape
Traditional search is changing quickly. Currently, about 50% of Google searches include AI summaries, and this could rise to over 75% by 2028. Tools like ChatGPT, Google’s AI Overview, Perplexity, and Gemini are becoming the main ways people use the internet.

This shift matters because of how people use these tools. Over 70% of AI-powered search users ask questions early to learn about a category, brand, product, or service. People also use this technology throughout the buying process.

Another significant change is the rise of ‘zero-click’ searches ie results to search engine queries where users receive results directly on the search engine results page (eg from an AI Overview) without needing to click a link. About 80% of consumers now use zero-click results for at least 40% of their searches. As a result, many sites have seen a 15% to 25% drop in organic traffic, according to Bain & Company research.

AI Search is Expanding the Funnel, Not Replacing It
The good news is that AI search isn’t ending the marketing funnel; it’s expanding it. According to Adweek’s reporting on the AI Disruption Index, when Google displays an AI overview, users don’t click 80% of the time. This marks a big behaviour change.

This doesn’t mean customers are gone. They’re just interacting in new ways. With AI-powered search, people can quickly see what matters, which brands stand out, and which products have good reviews. They can even add their goals or budget to get better recommendations before visiting any website.

This creates new opportunities for brands to influence buying decisions earlier in the customer journey. Instead of just competing for clicks, businesses can now focus on being cited, mentioned, or included in AI-generated answers.

What This Means for Marketers
AI search means marketers need to rethink their digital strategies, but the basics still matter. Successful brands will work to improve their visibility and reputation in AI summaries and on AI platforms, so updating content and search strategies is essential.

Visibility Beyond Clicks
Traditional metrics such as click-through rates and website visits no longer provide the whole picture. The results reveal that people are less likely to click links when an AI-generated answer appears, and fewer visit the websites listed below the summary.

This doesn’t mean your marketing efforts are wasted. If your brand shows up in AI-generated answers, you’re still building awareness and trust, even without clicks. People who see your brand mentioned often on different AI platforms are more likely to search for you directly when they’re ready to buy.

The Entire Customer Journey Matters
About 40-55% of consumers across key sectors such as grocery, travel, wellness, clothing, beauty, and financial services use AI-based search to make buying decisions. For companies operating in these areas, being visible in AI search is now essential.

Searches for decisions, such as product reviews, comparisons, and service questions, still drive clicks because people want more details before making a choice. The bottom of the funnel remains strong, but AI is changing the top and middle stages.

Practical Steps for Small Business Owners
Many small businesses face a clear challenge: staying visible when traditional SEO may not be enough. The solution is to adapt your content strategy for both people and AI systems.

Create Answer-Worthy Content
AI systems prefer content that clearly and authoritatively provide answers to user questions. Therefore, you should organise your content to give clear, concise answers and show real expertise. Focus on the questions your customers ‘actually ask’ and create content that fully addresses them.

Build Authority Beyond Your Website
It may be surprising, but brand-owned pages make up only about 5-10% of the sources AI uses for answers. Publishers, affiliates, and user-generated content are much more common. This means your presence in reviews, industry publications, and third-party sites matters more than ever.

Ask happy customers to leave reviews, get your business mentioned in industry publications, and build relationships with relevant websites. These steps all help boost your visibility in AI search.

Measure What Matters
Metrics such as click-through rates, organic traffic, and ranking positions have long been used by marketers to measure success. But as zero-click results become more common, these numbers don’t show the whole picture. Fewer people may visit your site, even if your content is valuable and appears in summaries.

Track brand search volume, direct traffic, and how often your business appears in AI-generated answers, along with traditional metrics. These measures can show the real impact of your visibility in AI search.

The Opportunity Ahead
Some businesses are worried about AI search, but the reality is more complex. This change carries risks, but it’s also an opportunity to adapt quickly and gain a competitive edge.

Already, 44% of AI-powered search users say it’s their primary and preferred source of insight, topping traditional search at 31%. For marketing managers and business owners, this represents a significant shift in consumer behaviour that shouldn’t be dismissed.

The businesses that will succeed in this new environment are those that start adapting now. This doesn’t mean giving up on traditional SEO. Good website optimisation, quality content, and strong technical performance still matter. Implementing AI visibility strategies will set leaders apart.

Looking Forward
The shift in search driven by AI isn’t just a trend; it’s a significant shift in how people find and evaluate businesses. Brands that aren’t ready could see a 20-50% drop in traffic from traditional search, so it’s essential to act.

The message is clear - start now. Check how your brand appears in AI-powered search results. Find out which platforms your customers use. Create content that AI systems see as trustworthy and valuable. Build your presence beyond your website with reviews, partnerships, and 3rd party mentions.

The future of advertising isn’t about choosing between traditional search and AI search. It’s about mastering both. Businesses that accept this now will be the ones to win customer attention and grow in the future.

The question isn’t if AI will change how customers find your business; it already has. The real question is whether you’ll adapt quickly enough to turn this change into your advantage.

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