Goodbye Clicks, Hello AI: Zero-Click Search Redefines Marketing – Bain & Company
For years, marketers have worked to master search algorithms and position their companies well in search results and generate sales. Some invested in rich content and thoughtful optimizations, while others chased quick fixes like keyword stuffing.
Now, the rise of AI search engines and generative summaries has upended traditional search behavior, delivering answers directly on results pages and removing the need for users to click through to another site. Bain’s recent survey finds that about 80% of consumers now rely on “zero-click” results in at least 40% of their searches, reducing organic web traffic by an estimated 15% to 25% (see Figure 1). The speed of this upheaval leaves marketers with an urgent question: How do we engage consumers when clicks and site visits are disappearing?
A new era of search
Two tectonic shifts are disrupting search: generative AI summaries delivered by traditional search engines (for example, Google and Bing) and the rise of large language models…
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source: https://news.oneseocompany.com/2025/02/19/goodbye-clicks-hello-ai-zero-click-search-redefines-marketing-bain-company_2025021960187.html
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