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Home » AI » AI Search Is Killing Clicks—Here’s How Marketers Can Still Win

AI Search Is Killing Clicks—Here’s How Marketers Can Still Win

Posted on May 29, 2025 Written by Bill Hartzer

Info-Tech Research Group's "Stay Relevant in the Era of AI-Powered Search" blueprint outlines five essential steps marketing leaders can adopt to stay visible and relevant in AI-powered search environments. (CNW Group/Info-Tech Research Group)

 

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.

Jump To

Toggle
    • The Impact of Zero-Click Search
    • Five Clear Steps to Stay Seen
    • More Than Just Google
  • Looking Ahead: Info-Tech LIVE 2025
  • Final Thoughts

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.

Filed Under: AI

About Bill Hartzer

Bill Hartzer is the CEO of Hartzer Consulting and founder of DNAccess, a domain name protection and recovery service. A recognized authority in digital marketing and domain strategy, Bill is frequently called upon as an Expert Witness in internet-related legal cases. He's been sharing insights and research here on BillHartzer.com for over two decades.

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