How AI is reshaping-not killing search in 2025

AI isn't killing search — but it is undeniably changing how people find information and interact with content online.

New platforms like Perplexity and ChatGPT are giving users faster access to direct, detailed answers while Google's AI Overviews provide direct responses without requiring clicks to websites. These AI tools are creating more zero-click searches, leading to lower clickthrough rates (CTRs) and reduced web traffic from traditional search engine result pages (SERPs).

But two and a half years after ChatGPT's launch threatened to upend search as we know it, Google remains the undisputed king. According to a deep dive from Rand Fishkin at SparkToro, Google processes 375x more search queries than ChatGPT and grew search volume by 21.64% in 2024.

Meanwhile, all AI tools combined still represent less than 2% of the search market. And not all AI interactions are searches. While ChatGPT's weekly active users have doubled to 400 million in just six months, according to SEMRush analysis, only about 30% of ChatGPT messages fit traditional search query criteria - the rest may be creative or productivity-related tasks like generating images, summarizing text, or writing code. Meanwhile, Google has invested heavily in AI Overviews, AI modes, and Gemini integration, while maintaining its search dominance.

AI may be changing the way we think about driving traffic to our sites, but it's also creating opportunities to connect with more intentional, high-value users. So marketers need to evolve their strategies right alongside SEO and get familiar with AEO (Answer Engine Optimization). In this post, we'll cut through the hype and arm leaders with practical guidance. No panic necessary - just smart adaptation.

How AI is changing search

Several types of AI-powered experiences now compete for user attention. Conversational LLMs (large language models) like ChatGPT, Claude, and Gemini now supplement their training data with web searches when needed (or requested). Dedicated AI search engines like Perplexity were built specifically for searching the web.

Unlike traditional searches, conversational LLMs allow for ongoing follow-up questions, providing tailored answers that go much deeper than a traditional SERP ever could. Meanwhile, Google's AI Overviews (AIOs) provide direct, detailed answers at the top of search results.