AI Marketing Concerns Over AI Search May Be Overblown, Study Finds
New research from NP Digital challenges the widespread fears that AI search features are devastating website traffic. The upcoming study reveals that over half of marketers (55.5%) have seen traffic increases since AI Overviews launched. Another 36.2% report stable traffic levels, while only 8.3% experienced declines. These findings contrast sharply with earlier predictions of widespread traffic losses.
Traffic Patterns Reveal Complex AI Impact
Contrary to expectations of mass website abandonment, the data shows nuanced results. Among those reporting traffic growth, 17.7% saw heavy increases and 37.8% noted slight improvements. The largest group (36.2%) experienced stable traffic, while declines were mostly modest: 7% noted slight drops and just 1.3% faced heavy losses.
This suggests most websites maintain or improve organic reach despite AI-powered search features. When compared to prior studies that indicated a 34.5% reduction in organic clicks due to AI Overviews, the difference highlights challenges in measuring AI search impact accurately.
AI Search Is Changing SEO Fundamentals
Brainlabs reports AI Overviews are now available in 200 countries, forcing marketing teams to adapt quickly. NP Digital’s research shows 68% of marketers now focus on tracking ChatGPT/OpenAI platforms rather than Google. Despite Google’s dominance, only 17% actively monitor visibility on Google's AI Overviews.
This shift is practical: ChatGPT provides clearer referral traffic data, while Google’s AI Overviews often generate zero-click searches. Marketers can measure actual visitor flow from ChatGPT, making it a strategic priority. Analysts predict ChatGPT could surpass Google search traffic by 2030, emphasizing early optimization efforts.
Marketing Teams Adapt Strategies Rapidly
Data indicates 57% of marketers have adjusted their SEO or content strategies since AI Overviews appeared. The remaining 43% risk falling behind as AI algorithms favor optimized content formats. Early adopters can secure advantages, while late movers may lose visibility.
Adaptations include AI-friendly content restructuring and technical improvements to boost visibility across platforms. These changes require significant resources, signaling marketers view AI search as a lasting shift rather than a temporary trend.
Manual Tracking Dominates AI Visibility Measurement
With limited automated tools, manual SERP spot-checking remains the primary method for tracking AI search visibility, used by 58% of marketers. Google Analytics and Google Search Console are also common, at 55% and 51% respectively, though they provide indirect or partial data.
These approaches help marketers infer AI search impact through traffic patterns and impressions, despite the absence of explicit AI feature tracking in current SEO software.
Brand Mention Tracking Gains Critical Importance
Brand mentions are now key to AI search visibility. NP Digital finds 78% of marketers rate brand mentions as extremely or moderately important. AI algorithms prioritize entity recognition and source credibility, often referencing branded sources in responses.
As a result, 65% of marketers actively build brand mentions, with another 25% planning campaigns. This marks a shift from keyword-focused SEO toward authority and recognition building.
Social Listening and Technical Optimization Converge
- 46% of marketers use social listening tools to monitor brand mentions.
- 36% implement structured data and schema markup to help AI systems understand content context.
- 33% track competitor visibility for strategic insights.
- 30% use SERP feature tracking tools, though these require adaptation for AI search environments.
Consumer Behavior Shows Platform Diversification
Consumers are diversifying where they search for information. YouTube leads with 63% usage outside traditional search engines, reflecting video’s role in discovery. ChatGPT/SearchGPT follows at 39%, signaling mainstream AI search adoption.
Other platforms include Facebook (33%), Amazon (27%), Reddit (24%), and voice search (24%), each serving distinct user needs like social recommendations, product searches, authentic discussions, and convenience.
Content Categories Drive Social Search Use
- Food and cooking lead social search usage at 42%, benefiting from visual and community content.
- DIY and hobby content follows at 37%, thriving on tutorials and inspiration.
- Shopping queries reach 36%, reflecting preference for peer reviews and visual discovery.
- Current events capture 35%, with social media offering real-time updates and diverse perspectives.
Consumer Satisfaction with AI Search Is Balanced
30% of users express clear satisfaction with AI-powered search, while 37% are somewhat positive. Neutral responses account for 25%, indicating many users are undecided. Dissatisfaction remains low at 8%, supporting continued AI search development.
This measured reception suggests AI search adoption will grow steadily rather than rapidly, a factor marketers should consider when planning AI optimizations.
AI Overview Error Rates Present Challenges
One quarter of users encounter AI Overview errors, with 51% of these being inaccurate answers. Other issues include outdated information (21%), inappropriate answers (20%), and irrelevant content (6%).
These errors can erode user trust and may push users back to traditional search for verification. Continued improvements in AI algorithms are needed to reduce these problems.
Marketing Professionals Embrace Channel Diversification
To offset organic traffic risks, 54.5% of marketers actively explore alternative channels like paid social, native ads, and email marketing. An additional 14.8% had diversified traffic sources before AI search became widespread.
The remaining 30.7% who have not diversified may face vulnerabilities if AI search reduces traditional organic visits. Building diverse traffic portfolios is becoming essential for resilience.
AI Referral Traffic Shows Measurable Impact
AI tools are already driving website visits. 24.3% of marketers receive consistent referral traffic from AI platforms, with another 39.3% getting occasional visits. This 63.6% combined rate highlights how AI chatbots often direct users to external sources, unlike zero-click AI Overviews.
Additionally, 19.8% of marketers are tracking AI referrals for future opportunities, signaling expected growth. Only 16.5% neither receive nor track these referrals, potentially missing early advantages.
Technical Optimization Strategies Gain Wide Adoption
- 87% of marketers optimize content with clear, concise answers placed prominently.
- 76% focus on heading structures that mirror common queries.
- 73% use schema markup to clarify content context.
- 65% optimize for E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness).
- 58% adopt conversational tones and keep content fresh.
These tactics reflect the need for natural language patterns and current information favored by AI search algorithms.
Summary
NP Digital’s upcoming study challenges the narrative that AI search uniformly harms website traffic. Instead, it reveals a complex transformation where strategic adaptation is key. Marketers who implement robust tracking and optimization stand to maintain or grow their organic visibility in AI-powered search environments.
This data will provide valuable insights for shaping marketing strategies through 2025 and beyond as AI search continues to evolve globally.
Timeline of Key Events
- November 2022: ChatGPT launches, shifting search behavior.
- March 2024: Google expands AI Overviews beyond experimental phase.
- April 2025: Research shows 34.5% organic click reduction from AI Overviews.
- May 2025: Dotdash Meredith reports 3% session decline linked to AI Overviews.
- June 2025: Ahrefs finds AI search visitors convert 23x higher than organic traffic.
- June 2025: AI search visitors valued 4.4x more than traditional organic visitors.
- July 2025: Google defends AI Overview click quality despite traffic decline studies.
- July 23, 2025: NP Digital announces upcoming comprehensive AI search impact study.
- Next week: NP Digital to release 2025 Search Engine Trends report.
Key Terms Explained
- AI Overviews: Google's AI-generated summaries appearing above organic search results.
- ChatGPT/SearchGPT: OpenAI’s conversational search tools attracting marketer focus.
- Traffic Diversification: Strategies to reduce dependence on organic search through other channels.
- Brand Mentions: Critical for AI search visibility, focusing on authority and recognition.
- SERP Spot-Checking: Manual monitoring of AI search result appearances.
- Schema Markup: Structured data that helps AI understand content context.
- E-E-A-T Signals: Expertise, Experience, Authoritativeness, and Trustworthiness factors.
- Zero-Click Searches: Queries answered within search interfaces without website visits.
- Referral Traffic from AI Platforms: Measurable visits from AI-powered search tools and chatbots.
- Manual SERP Observation: Primary current method for tracking AI search visibility.
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