GenAI is going to reduce your brand’s visibility — Here’s how to respond

By 2028, brands may experience a significant decline in organic search traffic due to the increasing integration of AI-generated results in search engines, as predicted by Gartner, with 70% of consumers already showing trust in AI-backed search results. The evolution of search engines is marked by features like Google's Search Generative Experience (SGE), which provides AI-generated answers directly on the search results page, potentially reducing the need for users to click through to websites. This shift poses a challenge for marketers who rely on organic search as a growth channel, prompting them to create high-quality, original content and adjust their metrics to account for AI's impact on traffic measurement. Additionally, chat-based generative AI tools and hybrid chatbot/search engines are becoming more popular, competing with traditional search engines and further affecting organic traffic. Marketers are encouraged to adapt by ensuring their content is visible across these new AI-powered platforms and leveraging GenAI tools to enhance content creation and visibility. As consumer preferences shift towards social media and new platforms, marketers must continue to engage audiences with valuable content where they are most active.