Search isn’t dead, it just feels that way. AI-powered search tools like ChatGPT, Perplexity, and Claude are transforming how users discover information. In Australia, news sites have already seen a more than 5% drop in organic traffic, with echoes of far steeper declines overseas, where AI search has emerged earlier. This shift signals a new “zero-click” world, where answers replace clicks, and marketers feel displaced.

Lexlab founder Alfie Lagos explains the impact. He notes that search once allowed clear intent, transparent tracking, and tailored advertising. Now those elements are eroding. He shares that half of his Google searches are intercepted by AI-generated overviews before he can click. Organic search click rates have tumbled: only 14% of users clicked sponsored ads in March, down from 20% the previous month.

From a media buying angle, Lagos says budgets are shifting too. Google’s Performance Max (PMax) is absorbing spend that traditionally went to search campaigns, automating bidding and removing friction, but sacrificing keyword control and insight. That matters when brand health is on the line.

Industry voices agree that search is evolving into conversational, answer-first formats. Experts highlight the rise of Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO). Brands must now build trust and authority so that AI platforms cite their content. SEO remains vital: top-ranked, expert content still fuels AI overviews and builds credibility.

In this new answer-engine era, success requires adapting legacy strategies. Brands need AI-informed content, optimized site structure, and visibility within AI-driven results, not simply on-page rankings. For Lagos, this marks the end of marketers driving every search move. But it’s also an opportunity: this evolution challenges brands to become the trusted voice within AI-powered discovery.

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