Web-based chat technology is escalating at a rapid pace, yet search engine dominance persists on the World Wide Web.
In the ever-evolving digital landscape, the integration of AI chatbots is transforming the way users access information and how search engines operate.
Just a month ago, the UK's Competition and Markets Authority (CMA) proposed designating Google with 'strategic market status' after an investigation revealed market issues. However, Google has not slowed down in its efforts to maintain its grip on attention, embedding advertising across both search and AI channels. One prominent example is Google's AI chatbot, which captured 5.6% of desktop search activity in the US in June 2025, more than double its share a year ago.
Among Gen Z and millennials, AI tools are quickly becoming a default interface for online tasks. According to recent research from PYMNTS Intelligence, two-thirds of Gen Z consumers now use AI chatbots like ChatGPT for both work and personal errands. Between April 2024 and March 2025, visits to AI chatbots surged by nearly 81% year on year, reaching 55.2 billion globally.
However, the rise of AI chatbots has led to a substantial decline in organic traffic to news sites. This traffic fell from over 2.3 billion visits at its peak in mid-2024 to under 1.7 billion by May 2025. An increasing number of searches result in no click-throughs to websites, as users feel they have obtained the required information from AI overviews.
As a result, SEO strategies must adapt to focus on content that can be effectively integrated into AI models, such as structured data and authoritative answers. The growth of AI chatbots suggests a future where search might be fragmented across different platforms, with users seeking information based on their specific needs and intents.
Brands need to establish expertise and unique data to be featured in AI overviews, as these models prefer well-defined businesses with clear credentials. The rise of AI overviews is crowding out paid ads, potentially increasing the cost per click for brands that do not earn organic AI citations.
Despite the momentum of AI chatbots, usage remains dwarfed by traditional search engines. In March 2025, chatbots averaged around 233 million daily visits, while search engines recorded 5.5 billion daily. Search engines still win when it comes to product research, price comparisons, and purchases.
In the hybrid landscape, marketers and SEO professionals will need to rethink strategies across multiple fronts, as AI chat may dominate early-stage research, but traditional search still plays a pivotal role in discovery, commerce, and conversion. Leading the chatbot race is OpenAI's ChatGPT, which captured over 86% of total chatbot traffic during the period.
In summary, the rise of AI chatbots is reshaping the search and SEO landscape. As AI continues to evolve, it will be crucial for businesses and content creators to adapt their strategies to remain visible and relevant in this new digital environment.
- The integration of AI chatbots, such as ChatGPT, is not only transforming how users access information but also extending Google's advertising reach across various digital channels, including AI-based ones.
- As AI tools, including chatbots, continue to proliferate among younger generations, there's a significant decline in organic traffic to news sites, indicating a shift in the way users seek and consume information.
