Report: AI's Impact on Search Traffic

In our latest research, AI’s Impact on Search Traffic: Adapt or Vanish, we unpack how Google’s new AI Overviews and conversational tools like ChatGPT are quietly dismantling the traditional search model. The era of “ten blue links” is over. Users are increasingly getting answers directly from AI-generated summaries, and websites of all kinds are losing traffic before they even realise it.

It’s not just Google. ChatGPT, Gemini, and other AI platforms are reshaping how people discover information and make decisions. OpenAI has even rolled out “Instant Checkout” in the US, collapsing multi-step journeys into a single conversation. If your content or services aren’t visible there, they may never enter someone’s awareness at all.

This isn’t just a concern for retailers. Generative Engine Optimisation (GEO) is a challenge for any organisation relying on digital visibility. Strong data, structured content, and trust signals are becoming the new currency across AI-driven ecosystems.