Can artificial intelligence (AI) make people Google less? As AI continues to evolve, it’s changing how people search for information online, with important implications for the commerce advertising industry. New technologies like SearchGPT are not only improving search experiences but also challenging traditional methods.
By offering more personalized and efficient experiences, AI-driven search technologies are setting new expectations for users. For example, SearchGPT uses deep learning algorithms to deliver context-aware and conversational search results, helping users find relevant answers faster.
However, this shift isn’t without challenges. As searches become more personalized, questions about trust and privacy are growing. Who controls the algorithm, and how transparent are the results? These concerns will influence how AI-powered search develops and how users respond to it.
An emerging trend adds to this complexity: walled gardens are getting even more closed off. On Google, for example, the first result is often no longer an external link like Wikipedia but a Gemini-generated response from Google itself. The same goes for product listings, which aim to keep users within Google’s ecosystem. This strategy could significantly impact how traffic is distributed across the web.
The Impact of AI on Web Traffic
As generative AI tools become more common, traditional web traffic patterns are shifting. People aren’t just relying on conventional search engines—they’re also depending on AI-driven recommendations and conversational search tools to find information. This shift is impacting which content gets seen, what products are recommended, and how users navigate the web. With AI prioritizing certain content based on user behavior and engagement, traditional methods of driving traffic—such as organic search results or direct links—may be less effective.
What This Means for Commerce Advertising
These changes are shaking up the digital advertising landscape, presenting both challenges and opportunities. As search habits evolve and traditional traffic sources decrease, brands and advertisers must rethink their strategies. Over the past year, many advertisers have responded by increasing their investments in paid search ads and social media campaigns, which continue to capture user attention even as organic search behavior changes.
Publishers are adjusting their strategies as well by:
- Doubling down on paid search ads and social media to stay visible and maintain connections with users as search behaviors change.
- Creating valuable, engaging content that can attract organic traffic despite evolving search algorithms.
- Experimenting with AI search optimization to ensure their content is discoverable by emerging AI-driven search engines.
- Expanding into new channels like video platforms and influencer partnerships, recognizing that consumer engagement is shifting toward these spaces.
What This Means for You
These shifts in search behavior require proactive adaptation. Advertisers need to prioritize increased investments in the right affiliate partnership, search and social media campaigns, while exploring additional partnerships that benefit from the AI shift. Publishers need to take a multi-pronged approach by developing high-value content, optimizing for AI-driven search, and expanding into emerging channels such as video platforms and influencer partnerships.
Preparing for an AI-Driven Future
As AI continues to shape search, commerce advertisers need to stay flexible and informed. This means keeping an eye on traffic patterns, testing AI-optimized content, and using advanced analytics to understand user behavior. Just as importantly, addressing privacy issues and being transparent will be key to building trust with users who are getting more familiar with AI.
The author, Felix Witte is General Manager and SVP Publishers & Advertisers at at mrge.