Companies that once relied heavily on search engines are now facing a new reality where users increasingly turn to AI tools for direct answers often without visiting websites at all. This shift is forcing brands to rethink how they stay visible in the digital ecosystem.

The change has had a measurable impact. HubSpot, a major provider of marketing and sales tools, saw a decline of nearly 14 crore website visits in a single year, largely attributed to evolving search behaviour.

According to its chief marketing officer Kipp Bodnar, users are no longer browsing multiple links to find answers. Instead, AI tools provide instant, summarised responses, reducing the need to click through to websites.

Search engines themselves are also contributing to the shift by introducing AI-generated summaries at the top of results. These 'AI overviews' often answer user queries directly, lowering click-through rates by as much as 60 to 70 per cent.

To stay relevant, businesses are now focusing on a new approach called answer engine optimisation (AEO), also known as generative engine optimisation (GEO).

Unlike traditional search engine optimisation (SEO), which aims to rank higher on search result pages, AEO focuses on ensuring that a company's content is included in responses generated by AI systems such as ChatGPT.

This shift reflects a broader change in user behaviour. While traditional searches often consisted of a few keywords, AI queries tend to be longer and more specific, often resembling full questions or detailed requests.

Businesses are restructuring their content to align with how AI systems process information. Instead of long, complex pages, companies are breaking information into smaller, clearly defined sections that AI tools can easily extract.

For example, rather than publishing lengthy product descriptions, firms are creating focused content pieces that directly answer specific user queries.

Companies are also developing 'content clusters' around key topics to demonstrate authority. UK-based brand Spice Kitchen, for instance, is building a detailed content section on the history of the spice trade to improve visibility in AI-driven searches.

Experts say the biggest change is in how businesses target potential customers. Earlier, companies optimised content to capture users at the point of purchase. Now, the focus is shifting to earlier stages—when users are researching and comparing options.

This includes publishing buying guides, expert recommendations and detailed comparisons, which AI systems often prioritise when generating answers.

As AI tools prioritise trustworthy sources, businesses are investing more in credibility signals. This includes:

These factors help AI systems identify authoritative content, increasing the chances of being cited in responses.

While overall website traffic may decline, companies are seeing a rise in visitors coming directly from AI tools. In some cases, AI-driven traffic now accounts for a growing share of users.

Interestingly, these users are often more likely to convert into customers, as they arrive with clearer intent after already receiving detailed information from AI responses.

Some businesses report that AI platforms are even driving more traffic than traditional search engines, signalling a major shift in user preferences.

The rise of AI search marks a fundamental transformation in how information is accessed online. For businesses, the challenge is no longer just ranking on search engines, but becoming part of the answers generated by AI.

As this shift accelerates, companies that adapt quickly—by focusing on clarity, credibility and user intent—are more likely to stay competitive in an increasingly AI-driven digital landscape.