The AI Disruption: Reshaping Search, Ads, and SEO
For the first time in its history, Google is experiencing a measurable decline in search volume—specifically on Safari, one of the most trafficked browser platforms globally. While this might sound like a footnote in the tech world, it signals something far more profound: the disruption of traditional search engines by AI-powered search tools.
This shift is not only reshaping how users find information, but it’s also forcing a fundamental rethink of digital ad planning, revenue models, and search engine optimisation (SEO) strategies.
Let’s unpack what this means for businesses, marketers, and content creators alike.
A. The Rise of AI-First Search
We are in the early days of a paradigm shift. Artificial intelligence has entered the mainstream, and its effect on search behaviour is already profound.
From Queries to Answers
Historically, users typed queries into a search engine, browsed through a list of blue links, and made choices based on meta descriptions or domain authority. Now, platforms like ChatGPT, Perplexity, and even Google’s own “AI Overviews” are responding with direct, summarised answers—often drawn from multiple sources. The need to click through to websites is significantly reduced.
In a 2024 Bain & Company survey, 80% of users said that AI tools helped them resolve nearly 40% of their queries without needing to click a single link. This is a seismic departure from traditional web navigation and threatens the cornerstone of Google’s business model: search-driven traffic.
Challengers on the Rise
OpenAI’s ChatGPT, bolstered by plug-ins and browsing features, now rivals traditional search engines for everyday queries. Microsoft’s Bing, while still a distant second in market share, has made inroads thanks to its partnership with OpenAI. Meanwhile, new AI-native search tools like Perplexity.ai and You.com are gaining traction with tech-savvy audiences seeking speed and convenience.
And it’s not just tech enthusiasts. Gen Z, digital natives raised on instant gratification, are quickly gravitating towards platforms that can give them immediate, authoritative answers without the “search clutter.”
B. Advertising Models Under Pressure
With fewer users clicking on ads and visiting websites, the ripple effect on ad revenue is significant.
Ad Visibility is Shrinking
Google’s advertising model has long relied on presenting targeted ads alongside search results. But if users are no longer scrolling through search results and instead consuming answers directly in the results page or via AI summaries, then impressions drop—and so does ad engagement.
Advertisers are already noticing a dip in performance. In fact, Google recently reported its slowest growth in paid clicks in over a decade, even while claiming that overall search queries continue to rise. If fewer queries lead to ad clicks, then the ROI on Google Ads drops, leaving advertisers to rethink their spending.
The Safari Setback
One particularly alarming trend for Google is the decline in search usage on Safari. Apple, whose devices account for a massive share of mobile web usage, is reportedly considering replacing Google as its default search provider. With a $20 billion annual agreement at stake, the potential revenue impact is hard to ignore.
If Apple were to opt for a different provider—potentially even one with an AI-first interface—it could accelerate the fragmentation of the search market. For brands that rely on Google Ads as a primary traffic driver, this could create turbulence in cost-per-click (CPC) pricing, bidding strategies, and audience targeting.
C. SEO: From Keywords to Knowledge Graphs
As AI tools take centre stage, SEO must evolve—or risk irrelevance.
From SEO to GEO
Enter Generative Engine Optimisation (GEO). Unlike traditional SEO, which focuses on ranking high in Google’s results pages, GEO is about ensuring that your content is easily “digestible” by AI systems and included in generative answers.
This means focusing less on keyword stuffing and backlinks and more on:
- Clear, authoritative content: AI systems need to trust your expertise.
- Structured data: Schema markup and semantic HTML help AI parse your content.
- Topical depth: Single-topic authority pages are more likely to be referenced by AI models than generalist articles.
In essence, it’s no longer about winning a place on page one of Google—it’s about being the source that AI tools trust enough to cite in the first place.
The Long-Tail Fallout
Traditional SEO often relied on long-tail keyword optimisation to capture specific queries. But AI search flattens this model by generating responses that already incorporate several long-tail results into one cohesive answer. This makes it harder for smaller, niche sites to gain traction through the old playbook.
D. Strategic Implications for Digital Marketers
Measurement Gets Messy
With less referral traffic and fewer clicks, standard analytics tools will struggle to show how users are finding or engaging with your content. Attribution models will need a rethink, especially as AI search tools may not drive users directly to your site but still influence their decisions.
Brand Authority is Everything
Now more than ever, brand presence and trustworthiness are paramount. AI platforms increasingly rely on high-authority domains, verified credentials, and user trust signals to determine which sources to reference. Investing in thought leadership, original research, and reputable backlinks is critical.
Content Becomes a Product
Content creation is no longer a set-and-forget SEO tactic. It’s an asset that must be continuously reviewed, updated, and structured to align with how machines—not just humans—consume information.
E. The Connected UK Perspective
As a digital agency that’s been operating since 1996, Connected UK has seen (and survived) every wave of digital transformation—from Web 1.0 to mobile-first and now AI-first.
We’ve always been ahead of the curve, and today’s shift is no different. Here’s how we help our clients stay competitive:
- WordPress-first strategies: We help brands create fast, structured, SEO-optimised sites with built-in support for AI-readiness.
- Transparent pricing: In a world of shifting digital priorities, our flat-rate pricing helps clients plan confidently.
- Specialisation in private healthcare: As an industry where trust, credibility, and information clarity are paramount, we ensure our clients’ content is positioned to thrive in both AI and human search.
We also operate as a carbon-negative company with a strong ethical stance on AI safety. We believe that AI should enhance—not obscure—human decision-making, and that applies to how search engines evolve as well.
Final Thoughts
Google may still be the king of search, but the crown is slipping. The rise of AI-driven search platforms is fundamentally altering how people find and interact with information online. For businesses, this means a radical rethink of advertising, SEO, and content strategy.
But for those who adapt quickly—those who see AI as an opportunity, not a threat—the future of digital discovery could be even more powerful than the past.
