AI is tearing up the search playbook. In the first of a three-part series on the changes underway, Aengus Boyle at VaynerMedia explains how to get ready for zero-click search.
For the past two decades, search (both organic and paid) has been a cornerstone of virtually every successful media and marketing plan. While this remains the case, the rapid proliferation of AI answer engines has led to a paradigm shift, with these tools fast becoming a key touchpoint across the consumer decision-making journey.
A major change in how consumers discover, interact with, and receive information online is underway. This shift requires brands to fundamentally reevaluate how they approach organic and paid search. And while these changes present risks, it’s important to remember that they also open up significant opportunities for brands.
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Change ahead
The magnitude of disruption we are currently experiencing in the marketing industry is akin to the emergence of technologies such as the internet, social media, and mobile devices. And the adoption rate of AI is faster than anything we’ve seen before, with ChatGPT taking only two months after launch to reach 100 million users.
Our estimates show AI-based search accounting for about 7.6% of total query volume as of July 2025, with traditional search still dominating at c.92.4% query share. That said, the rapid adoption rate of AI-based search is expected to continue in earnest, with AI search expected to account for over 25% of query volume in less than two years’ time.
As things currently stand, the most notable impact of this shifting search behavior is being observed across certain query types. Namely, informational searches, eg ‘what is the capital of France’, and research-based queries, eg ‘VaynerMedia company reviews’.
For searches that are higher intent, eg navigational searches, such as ‘VaynerMedia website’, and purchase-led searches, such as ‘buy running shoes’, the lion’s share of queries are still taking place on traditional search engines. For now.
Local intent searches, such as ‘cafes near me,’ still primarily occur on traditional search engines too, where features such as Google’s Local Pack – ie the three listings that appear at the top of the first page for local searches such as ‘plumber near me’ – make results highly effective and informative.
Time to act
With purchase-driving traffic flowing to websites with minimal disruption, brand marketers might not be seeing a need for immediate action. But the time to act is now – ensuring you are prepared for the disruption that looms on the horizon.
LLMs such as ChatGPT and Perplexity are now offering brands the ability to upload their product feeds directly to the models’ ecosystems. These AI players are clearly looking to operate more within the purchase-led shopping space. The recent announcement that ChatGPT is integrating instant checkout options for Etsy and Shopify further emphasizes the need for direct-to-consumer (D2C) businesses to build and maintain visibility across LLM touchpoints to remain discoverable.
A further factor to consider around this evolving search behavior, which underpins the importance of visibility across AI touchpoints, is the research from SEMRush, which found referral traffic from LLMs to be worth an estimated 4.4 times more than traffic coming from traditional search engines. A likely reason is that conversational AI helps users better refine their intent before they click, making them more qualified, purchase-driven visitors.
Zero-click searches
The last major shift we’re observing in consumer behavior as a result of the proliferation of AI is the rise in zero-click searches across traditional search engines. With AI overviews on Google appearing across more and more search results, a greater number of consumers are getting the answer to their queries without ever having to click through to a website.
This highlights the need for businesses to remain visible across AI answers, as brand awareness and preference developed during these zero-click search interactions are becoming increasingly influential to where a purchase ultimately takes place.
Where previously brands were able to capture website traffic and retarget consumers with conversion-driving ads, retargeting pools are now likely to diminish. AI engines recommending your brand when a consumer is carrying out research is going to become a critical factor in whether or not that consumer ultimately ends up choosing and converting with your brand when they are ready to make a purchase.
This new reality is not a distant threat, but a present challenge that demands immediate attention. While traditional search still accounts for most queries today, the data shows an undeniable and accelerating shift. The rules of engagement are changing, and for brands, the path to sustained growth is no longer simply about capturing clicks. It’s about becoming a trusted source for AI answer engines.
