Artificial Intelligence Challenging Traditional Search Systems: It's More Complicated Than That
In the digital landscape, the influence of Artificial Intelligence (AI) on search is becoming increasingly prominent. Google, the reigning search giant, is not only embracing AI but also witnessing its impact on its core operations.
According to data from SEMRush, AI usage may lead to an increase in Google activity. This trend is further echoed by the introduction of AI Overviews, a feature that appears on certain Google search queries, aiming to provide a more blended, answer-forward search experience across Google and social/video surfaces.
However, the advent of AI Overviews has raised concerns among publishers. Reports suggest that AI Overviews have been shown to reduce click-through rates to web results, with a CTR of 8% compared to 15% without AI Overviews. This shift has led to a 25% drop in Google referral traffic for some publishers.
Brand mentions across the wider web, it seems, may correlate more with AI Overview inclusion than classic link metrics. This suggests a potential shift in the way search engine optimisation (SEO) strategies are approached.
Meanwhile, outside the realm of Google, platforms like ChatGPT, Perplexity, and others are gaining traction as search alternatives. A potential bigger shift is the rise of social media platforms like TikTok, YouTube, Reddit, and Pinterest as search platforms.
Gen Zs, in particular, are searching on TikTok at near-Google levels, while search volumes on YouTube, Pinterest, and Reddit are meaningfully up year-on-year. Treating these platforms as core search channels, industry leaders are increasing their investment in these platforms.
Kate Ross, co-founder & CEO of eight&four, discusses the impact of AI on search, stating, "AI is impacting search in two places: inside Google and outside Google." She further emphasises the need to diversify demand capture, shifting some effort to creator collaborations, email, community, and direct.
In response to the AI-driven changes, Google is keeping pace, ensuring that it retains its dominance in the search market. The company has not made any public statements about its direct impact on AI Overviews, but it is clear that Google is adapting to the AI-driven landscape.
Interestingly, Cloudflare, a web infrastructure and security company, has announced a plan to block many AI bots by default, launch 'pay-to-crawl', and lobby Google to enable publishers to block their content from being used for AI Overviews.
As we move forward, the integration of AI in search is set to reshape the digital landscape, with Google and social/video platforms playing pivotal roles in this transformation. The future of search is undeniably AI-driven, and understanding and adapting to these changes will be crucial for businesses and individuals alike.
