The latest industry phrase keeping marketers awake at night is AI visibility.
The so-called zero-click reality has ushered in a slew of tools promising insight as to when and where a brand is referenced in AI chatbots. Google users are less likely to click through links when an AI summary appears in the results, according to Pew Research Center. Those who were met with an AI summary clicked on a traditional search result link in 8% of all visits, per the research. In contrast, those who didn’t encounter an AI summary clicked on a search result nearly twice as often.
As site traffic wanes and more people turn to LLMs, the industry is grappling with whether the tools are a strategic necessity or the latest ad tech grift.
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