Generative AI Search Use Reportedly Tops 50%, Pushing Firms to Plan for 'Zero-Click'
In one line: A report says more than half of searches now involve generative AI, and companies are being urged to prepare for "zero-click" search.
Key points
- BigGo Finance reports that generative AI search use has passed 50%. The headline alone does not show who ran the survey, what it covered or how it was measured.
- "Zero-click" means a user gets an answer from an AI summary or response and ends the search without clicking any link.
- Companies' main worry is that organic search traffic to their websites could fall as a result.
- Proposed responses include optimizing content so AI answers cite it (GEO/AEO) and building direct traffic channels that depend less on search.
Why it matters
Ad and SEO models built on search clicks are under strain. Two things are likely to decide who gets traffic: whether AI answers cite a brand as a source, and whether the brand has an audience that comes to it directly.