""This decline is caused by zero-click behavior as AI systems generate and provide answers directly, bypassing websites entirely," wrote Scott Hebner, principal AI analyst at theCUBE Research. "Traditional SEO strategies are losing visibility and control to AI engines that determine which brands to feature in their synthesized responses.""
"Gen AI platforms are becoming primary discovery tools, particularly for research-oriented and professional queries. One of their biggest appeals is time savings: Instead of presenting links and requiring the user to navigate to relevant content, gen AI engines attempt to answer the question directly, often without an associated link."
"The search engine optimization discipline that has guided web marketing efforts for more than two decades is now being disrupted by generative artificial intelligence systems that deliver direct answers rather than lists of links."
Generative AI systems are disrupting long-standing search engine optimization practices by delivering direct answers instead of link lists, producing widespread zero-click behavior. Google’s AI Overviews began appearing in May 2024 and now surface on roughly 30% of U.S. searches, contributing to double-digit declines in website click-through rates. Market research predicts rapid adoption of AI assistants for buyer research and vendor comparisons, with AI expected to dominate B2B software research by 2030. Search engines rely on links for relevance and authority, whereas generative AI draws on structured data and synthesized responses, requiring marketers to modify SEO tactics for AI visibility.
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