The AI Search Revolution: A New Kind of Discovery

Imagine asking a friendly expert for advice instead of rummaging through a pile of books. That’s what’s happening with online search. Users today increasingly turn to AI chatbots and voice assistants to discover information, not just to list web pages. Generative AI platforms (like ChatGPT, Gemini, and CoPilot) and new “AI Modes” are reshaping search. They provide direct, conversational answers with sources  that most often satisfy a query on the spot. In this new “discovery mode,” users often get what they need without ever clicking on a traditional search result. For brands, this is seismic. Content that isn’t cited by an AI answer box may as well be invisible, no matter how well it ranks on Google. In short, search is becoming less about rankings and more about being the answer to a query

Early studies show this change is dramatic. Google’s new AI overview panels and chat answers push classic results downward by hundreds of pixels, slashing click-through rates for top listings. As one blog puts it, visibility in AI search is now essentially binary: “you’re either cited clearly in Google’s response or effectively invisible.”

In practice, when an AI answer appears, the click-through rate (CTR) on ads and organic results often dives. For example, SearchInfluence reports that when a Google AI “Overview” appears, paid ads’ CTR falls from about 21% to under 10%. Organic CTRs drop dramatically, too. SEO tool Ahrefs found a 34.5% decline in clicks for top organic results when AI answers are shown. A study by Amsive similarly saw an average 15–37% CTR drop on non-branded queries in those cases.

Behind the numbers is a simple shift: AI answers often satisfy the user so completely that there’s no reason to click any link One analysis found some sites on informational topics lost up to two-thirds of traffic after AI answer panels rolled out.  Likewise, a SparkToro report found 64% of Google searches now end without any click to a website. SearchInfluence notes about 58–59% of U.S. searches result in zero clicks.  In other words, users often get the answer right on Google or in their AI app, and never visit another site.

Fewer Clicks, Shrinking Traffic

This “zero-click” trend is accelerating. Google’s AI mode and chatbots are effectively giving answers away for free on the page. As a result, visibility on SERPs is plunging. Even high-ranking pages see drastic losses: search industry studies found CTR drops of 30–60% for top results once AI overviews appear.  Some keywords saw 64% less traffic to publisher sites after AI answers were introduced.  Overall, global web traffic is softening – the top 100 domains saw a 7% visit drop from March 2022 to March 2025 and Google’s own search page traffic fell ~6.4% in that period. 

Users are also starting their searches in new places. For younger audiences especially, TikTok and other social platforms are replacing Google as a discovery tool. In fact, 40% of Gen Zers say they prefer TikTok over Google for search. And eMarketer warns that social and AI platforms are “stealing click-throughs and discovery” from traditional web traffic. The bottom line: the old funnel (Google search → website → conversion) is leaking. Now users often do their initial research via AI bots or apps, then only visit sites as a final step.

This change hits paid search and social ads hard. When fewer people click search results, fewer will click paid ads too. SearchInfluence reports that with AI overviews, paid ad impressions are “shoved below the fold”, so top-ad CTR plunges by more than half when an AI answer appears. Marketers are indeed seeing costs rise as brands bid on the shrinking inventory of traditional ad spots. At the same time, many consumers spend discovery time on platforms like TikTok and Instagram, meaning Facebook/IG ad impressions may reach an audience already saturated or “tuned out” by native content. In short, traditional paid channels are losing some of their edge unless advertisers adapt.

The Hospitality Angle: Be the AI’s Answer

For Irish businesses, especially in hospitality and tourism, the stakes are high. Imagine a traveler asking ChatGPT for the “best cosy pub in Galway with traditional music.” If your pub isn’t in the AI’s answer, that tourist may never learn you exist, even if you rank on page one of Google. As one hospitality tech guide warns,

“If your content isn’t optimised to be found and used by these new AI-driven platforms, you risk being left out of the conversation entirely”.  In other words, not being cited by the AI is like not being there at all.

This isn’t just theory. In travel planning, AI and chat assistants are already recommending hotels, restaurants and attractions. Instead of scanning Tripadvisor or Google maps, a user may ask ChatGPT or Bing for suggestions. Generative AI then scours hotel websites, blogs, and reviews to craft an answer. If your hotel’s webpage clearly answers likely questions (“boutique hotel in Dublin with sea view”), your business can be “featured in the AI’s suggestion” even if it’s not #1 on Google. Conversely, if you’ve ignored conversational content, your place might never be mentioned.

Put simply, the traveler’s “decision journey” increasingly includes AI search. Hotels and restaurants must adopt Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) to stay in that journey. As one hospitality article explains, in 2025 “it’s no longer just about ranking on Google, it’s about being the answer”.

Hotels that optimise for voice and AI (using structured data, FAQs, natural language answers) “stand to benefit from increased visibility in AI-generated answers” and if they don’t adapt, “you’re not part of the guest’s decision-making journey”. This applies beyond hotels: any local business (cafes, tours, shops) needs to be in the mix if an AI assistant is recommending services.

What Marketers Should Do Now

So what can businesses do in this new frontier? First, think like AI. Traditional SEO (chasing page-one ranks) isn’t enough. You must create content that AI would trust and cite. That means authoritative, in-depth answers to real questions. Use schema and clear structure so AI bots can easily parse your info. Write content as if speaking conversationally, since AI answers often mirror users’ phrasing. For example, instead of a dry product description, provide a Q&A or summary about it.

Second, capture the AI citations. If Google’s AI overview pulls an answer from your site, users are more likely to click it. So try to get into those answer boxes or chat responses. One tip is to own your niche: emphasize unique data, user-generated content (reviews, testimonials), or detailed guides that others don’t have. Use local SEO best practices and keep Google Business Listings updated – AI tools often draw on them for maps/reviews

Third, diversify channels and data. With fewer guaranteed clicks, marketers should build other touchpoints. SearchInfluence recommends feeding your first-party data (CRM/customer lists) into ad platforms and expanding into programmatic ads, connected TV, influencer/creator channels. Also lean harder on email and loyalty programs (channels you own) since AI can’t easily replace those. For paid search, focus on transactional, high-intent queries that AI can’t fully answer. Use smart bidding and AI-powered creative to catch any remaining clicks. Essentially, shift to bottom-of-funnel tactics where possible, and pivot some budget into emerging ad surfaces like video or social trends.

Finally, measure differently. Traditional metrics like clicks and CTR will look worse, so track new signals: AI-driven impressions (mentions by assistants), branded search lift, engagement on content we control. Some tools now measure “share of AI voice” or how often your brand is cited in generative answers. Combine that with metrics like bookings or direct bookings to see the real impact.

Conclusion

We’re witnessing a fundamental shift in how people discover information online. Generative AI is reshaping search from the ground up, turning queries into conversations. For marketers – in Ireland’s hospitality sector or beyond – this means urgency: adapt your strategy before you wake up to zero traffic. The data is clear: traditional search clicks are dropping (sometimes precipitously) Social and AI channels are stealing share of attention. But with the right approach  i.e. making your content AI-friendly, focusing on conversational value, and broadening your marketing mix , you can remain visible in this AI-powered world. In essence, if you want to get found, make sure you’re an answer, not just a link.

Key Takeaways

1. Search is evolving: Users increasingly rely on AI chatbots and voice assistants, making being cited more important than ranking on Google.

2. Zero-click traffic is rising: 40–64% of searches now end without a click, impacting both organic and paid results.

3. Businesses are at risk: If AI doesn’t cite your business, potential customers may never find you.

4. Content must adapt: Authoritative, structured, conversational content increases your chances of being featured in AI answers.

5. Rethink metrics: Track AI mentions, share of voice, and direct conversions instead of relying solely on clicks.

6. Be the answer, not a link: Early adaptation ensures visibility and relevance in an AI-driven discovery landscape.

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