Artificial intelligence is flipping online search on its head—and marketers are feeling the heat. With more people turning to tools like ChatGPT and Perplexity to answer questions directly, traditional search engines are losing ground. In response, Info-Tech Research Group has published a new guide to help marketing leaders adjust before they lose visibility.
The report, titled Stay Relevant in the Era of AI-Powered Search, outlines what businesses need to do now that more users are skipping links altogether. AI is feeding users answers immediately, leaving websites with fewer visits and fewer chances to engage.
The Impact of Zero-Click Search
At the core of this shift is a growing trend: zero-click searches. Users aren’t clicking search results—they’re getting their answers on the spot. That’s bad news for websites that rely on organic traffic. As Info-Tech’s Shashi Bellamkonda puts it, “People aren’t jumping from one site to another. They’re asking AI and getting answers in one shot.”
Google’s announcement at the I/O conference—making its AI-powered search features available to all U.S. users—only adds urgency. With these tools becoming standard, the clock is ticking for marketers to rethink their strategy.
Five Clear Steps to Stay Seen
To help organizations stay on the radar, Info-Tech outlines five focused steps:
Optimize for AI Answers: Content should be written and structured so AI tools can interpret it clearly and serve it up directly.
Use Structured Data: Websites must organize information in a way that machines can read easily. Schema markup matters more than ever.
Make Content Worth Reading: Write for people, not just bots. That means timely, helpful content that speaks to actual questions users ask.
Build Trust and Credibility: Info-Tech recommends following Google’s EEAT framework—Experience, Expertise, Authority, and Trust.
Watch, Learn, Adjust: Nothing stays the same. Teams need to monitor changes in AI behavior and search patterns—and respond fast.
More Than Just Google
Bellamkonda warns that focusing only on traditional SEO tactics isn’t going to cut it. AI is pulling content from a wide variety of sources. That means marketers need to broaden their reach and make sure their content can be picked up, summarized, and shared—without ever being clicked.
It’s also getting harder to update websites quickly enough to respond to algorithm shifts. Some teams lack the technical resources. Others are stuck trying to guess what content will rank in an AI-driven feed. That’s where structured planning and a willingness to experiment can make all the difference.
Looking Ahead: Info-Tech LIVE 2025
Marketers and IT professionals can dig deeper into these strategies at Info-Tech LIVE 2025, set for June 10–12 at the Bellagio in Las Vegas. The event offers hands-on access to research, analysts, and sessions on AI, tech strategy, and future trends. Media professionals and exhibitors are invited to participate.
Final Thoughts
AI isn’t a passing fad—it’s reshaping how users find answers online. As search engines morph into answer engines, marketers who rely on old playbooks will fall behind. Info-Tech’s new guide provides a clear-headed look at what needs to change, when to do it, and how to stay relevant in a world where clicks are no longer guaranteed.
Marketers who fail to act may find themselves invisible. Those who adapt quickly have a chance to stand out—even when nobody’s clicking.