The AI search apocalypse, where organic audience referrals are sucked from news sites and brands, may actually deliver some benefits, according to marketers.
A majority of marketers have experienced increased website traffic since Google launched AI Overviews despite fears of reduced visibility, according to research from performance marketing agency NP Digital.
The 2025 Organic Search Engine Trends Report found 56% of marketers surveyed globally experienced a traffic increase since AI Overviews debuted, while brand mentions are playing an increasingly important role, with 78% of marketers citing them as critical for SEO performance.
Based on surveys of 1000 general search users and 600 marketing professionals, the report explores how both consumers and brands are adapting to the rise of AI-powered search.
Key findings include a stronger focus on structured data, creating conversational content and ensuring a presence is maintained across a wider ecosystem beyond Google.
“The idea that clicks are becoming meaningless is a common concern, but our recent global research paints a more nuanced picture,” Samantha Edwards, group business director, Australia & New Zealand, NP Digital, told AdNews.
“With AI summaries often bypassing traditional clicks, marketers are rethinking how they measure success.
“Many are now focusing on brand mentions, visibility within AI-generated responses and referral traffic from platforms like ChatGPT and Perplexity.
“Tools such as Google Analytics, Search Console, social listening platforms and even manual logging are being used to track brand presence across AI-driven environments.
“Some marketers are also trialling dedicated solutions like Profound, which helps track AI-specific metrics including citation frequency and share of voice.
“In today’s search landscape, visibility is the key metric. Where and how a brand appears is just as important as whether someone clicks.
“We have pivoted our clients’ strategies since the launch of AI Overviews by adding structured data, refreshing content more frequently and adopting more conversational formats to better match how people search in AI-powered environments.”
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