19/06/2025
Semrush recently conducted a study, investigating the impact of AI-driven search (e.g. ChatGPT, Perplexity, Google AI) and its potential impact on the future digital landscape – and it’s certainly something digital marketers need to pay attention to.
Its top-level findings were:
👉 Within 3 years, AI Search visitors will surpass traditional search visitors
👉 If Google’s Overviews expand further, and their AI Mode experiment fully rolls out, this could happen far quicker
👉 AI search visitors are expected to convert over 4 times better than traditional search traffic
However, other studies challenge the projected conversion rates of AI search, instead suggesting users are far less likely to engage than traditional organic search. In other words, AI-driven search appears most useful for early-stage, informational queries, as opposed to high-intent transactional behaviour.
But what does that mean for your organisation?
If people become more reliant on AI results, this means a drop in users visiting multiple websites, compressing the marketing funnel. As some AI results don’t include source links to content, or links are less visible, it’s likely a reduction in clickthroughs will also occur.
Therefore, you will need to optimise your content to allow AI to easily cite it. So, clearly sectioning your content, Q&A formats, and having authoritative sources.
Read the full findings here: https://www.semrush.com/blog/ai-search-seo-traffic-study/
This is a significant shift in the digital landscape, and one that will need a very close eye to understand the full impact, and what can be done to mitigate the challenges this may bring.
Our research shows AI search visitors could surpass traditional search visitors in 2028. Plus much more.