8 in 10 consumers now rely on AI search

60% of searches now end without any click.

About 80% of consumers now rely on AI-generated search results for at least 40% of their queries, significantly reducing the need to click through to external websites, according to a report by Bain & Company.

As a result, organic web traffic has dropped by an estimated 15% to 25%, disrupting long-established digital marketing strategies, the report noted.

Generative AI summaries now answer many questions directly on search pages, so users don’t need to click on other websites.

Bain reported that 60% of searches now end without any click, even among users who are skeptical of AI.

Additionally, large language models (LLMs), like AI chatbots, are becoming popular tools for finding and summarizing information.

About 68% of users also rely on LLMs for research, 48% use them to check news and weather, and 42% for shopping advice.

Natasha Sommerfeld, a partner at Bain, said traditional SEO is no longer enough: “Brands must evolve or risk losing visibility into their customer journey, and control over their brand positioning, in a world where traditional clicks are disappearing.”

To help marketers adapt, the reportn said that brands should optimise their content for AI crawlability by tailoring it to semantic search and focusing on high-intent, long-tail keywords.

Additionally, they should diversify content formats by incorporating video and interactive elements to increase visibility in AI-driven search results.

Brands must also redefine success metrics, shifting away from click-through rates and toward measuring search impressions, AI reach, and overall influence rather than direct conversions.