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"SEO is dead."] Script: How many times have we seen this headline? Every time the algorithm changes, someone sounds the alarm. But this time, it's different, right? Because now AI is answering questions for us. It's summarizing. It's skipping the blue links. So... is SEO really dead? What we're seeing isn't the death of SEO. It's the evolution of search. Google, ChatGPT , Perplexity — they're not just giving us a list of results. They're giving us answers. Which means the game has changed.
direct responses, reducing the need for users to click through to a website. This could significantly decrease website traffic, ad revenue, lead generation and e- commerce transactions. Visibility in AI Responses Brands fear their content may not be included in AI-generated summaries, diminishing visibility and authority in key topics. Additionally, if competitors are featured where we are not, brands risk losing SOV and trust. Data Ownership and Attribution Brands have concerns about how their content is used, cited and credited in AI-generated responses. With fewer visitors to owned properties, brands will lose valuable first-party data for personalization and retargeting. Conversion Funnel Disruption Without clicks to owned properties, brands risk losing control of their customer journey and data collection, making it harder to convert visitors into paying customers. Brands may need to rely on paid channels to make up for lost traffic. Brands Are Concerned
New Brands And Products: Confidential 13 1. Search Engines (43%) Top 5 discovery channels in 2016*: Top 5 discovery channels in 2025*: 2. Ads On TV (40%) 5. TV/Films (26%) 3. Ads Online/ In-App (37%) 4. WOM (36%) 1. Ads Online/In-App (35%) 2. Search Engines (34%) 5. Wom (30%) 3. Ads on TV (32%) 4. Ads on Social Media (30%) Source: GWI Core | 2024 GWI Study * Percentages represent total global respondents citing the channel as one used for discovering new brands and/or products
2. Search Engines (-20%) 3. Ads On TV (-20%) The Biggest Increases 1. Vlogs (+37%) 2. Brand’s Social Posts (+20%) 3. Endorsements From Celeb. /Influencers (+15%) Source: GWI Core | 2024 GWI Study • 67% of consumers* now use at least one social platform for search • 48% of consumers globally now interact with an AI chatbot at least once a week
Keywords with “informational” intent triggered AI Overviews (Ahrefs). Decrease in CTR on those informational keywords containing an AI Overview (ibid). Number of keywords examined within the Ahrefs study that identified these findings (ibid). YoY Increase in search impressions (BrightEdge). Decrease in CTR to those results (ibid). Increase in queries of 8+ words (ibid). 49% 7x 99.2% -30% -34% 150K
major brands Source: Publicis Groupe Clients 0.08% 0.1% 0.06% 0.1% 0.02% Appliances Insurance Finance Healthcare Spirits 99% of AI traffic is from ChatGPT 0.02% Auto
SOV / Visibility Keywords Organic rankings Upper funnel awareness FROM Multi-modal AI search AI Overviews / Citations Quick Answers / People Also Ask TO AI systems Search algorithms Text / voice queries
a keyboard. It's also the AI model reading your content before the person ever sees it. AI is now the first audience. It decides what to include, quote, or reference — using Search. We're not just optimizing for people anymore — we're optimizing for machines that summarize for people.
Measuring sentiment of AI answers makes no sense If asked to represent a specific side of a controversial issue, follow the user’s instructions while still maintaining a neutral, distanced tone. For controversial topics without a clear consensus, respond in a neutral tone, summarizing the levant points of view, and don’t take a side. As an LLM, you don’t have personal opinions.
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