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The Current State of Search and Generative Engines
Search as we know it is changing and changing fast. Over the past decade, Google has gradually transformed how users access information, moving from link-based discovery to direct, on-SERP answers powered by AI and contextual understanding.
From Knowledge Graph to AI Overviews
This shift began with the Knowledge Graph (2012) and Featured Snippets (2014), which trained users to expect instant answers directly on Google’s search results page (SERP). As these features matured, they reduced the need for users to click through to websites for information.
The latest evolution, Google’s AI Overviews, amplifies this trend. For publishers and brands, it creates two opportunities for visibility - content can appear both in the traditional search listings and within the AI Overview panel. However, this also means fewer users are clicking through.
Google now summarises multiple sources directly in the SERP, accelerating the gradual erosion of organic traffic.
The Rise of Zero-Click Searches
By late 2024 and into 2025, the data tells a clear story:
- Impressions are up
- Clicks are down
- Click-through rates (CTR) are declining
- Average ranking positions remain stable
This pattern - which strategist Darwin Santos calls “The Great Decoupling” - signals that visibility is increasing while engagement is falling. It’s not a ranking issue; it’s a user behaviour shift driven by Google’s evolving presentation of information.
AI Overviews count as impressions even when users don’t click, inflating visibility metrics while genuine engagement decreases. As a result, zero-click searches have reached an all-time high, even as total Google search volume continues to grow.
Which Queries Are Affected Most?
AI Overviews most frequently appear for generic questions, how-to content, and top-of-funnel keywords - the kinds of searches where users are seeking quick answers. These categories are now the most affected by reduced clickthroughs.
In contrast, branded and high-intent searches remain more resilient, though even these are beginning to experience interception by AI-driven summaries and contextual responses.
Data Volatility and Google’s Recent Updates
Adding complexity, Google recently updated how search results are served - removing the ability to fix the number of results per page (previously set to 100, often used by analytics bots like SEMrush). This change, rolled out in September 2025, has led to significant volatility in Google Search Console (GSC) data, making it harder for SEOs to track consistent performance trends.
Beyond Google: The AI Search Ecosystem Expands
The rapid adoption of ChatGPT through 2023–2024 dramatically changed how users search and engage online. What began as an informational tool has evolved into transactional and product-based exploration, with AI chat interfaces now emerging as measurable sources of organic traffic across multiple clients.
Google’s response came with the introduction of AI Mode in July 2025. While not yet the default experience, all signs suggest that will change. Google has been steadily integrating AI features into the traditional search journey to familiarise users ahead of a full rollout - a clear counter to the growing influence of ChatGPT and other generative AI tools.
From Keywords to Context
Search visibility in this new era depends less on keyword density and more on topic authority, context, and personal relevance. AI-driven results are highly personalised, taking into account a user’s preferences, past searches, and broader digital footprint.
Emerging tools like Dia Browser, ChatGPT’s Atlas Browser and other AI-first browsing platforms are also beginning to reimagine how users find and consume content - with browsing experiences built around conversation, intent, and contextual relevance rather than traditional link navigation.
The Future: AI-Powered Shopping and Agentic Commerce
Looking ahead, both Google and OpenAI are moving toward AI-powered commerce.
- Google’s upcoming “Shopping Mode” (part of AI Mode) will allow users to discover, compare, and purchase products directly within AI search experiences.
- OpenAI recently announced Agentic Checkout, designed to enable users to complete transactions seamlessly within the chat interface.
At the same time, Apple’s Visual Search and Apple Intelligence updates are introducing image-based product discovery, and voice and visual search are expected to expand rapidly. These innovations mark the beginning of a new era of agentic shopping - where users can research, compare, and even buy without ever visiting a brand’s website.
Hyper-Personalised and Contextual Experiences
Google’s long-term strategy appears focused on creating a hyper-personalised search ecosystem.
By leveraging data across its suite of products including YouTube, Maps, Gmail, and Shopping — Google can deliver highly contextual, user-specific experiences that guide users from curiosity to conversion entirely within its ecosystem.
This opens the door for ads within AI Mode, though future targeting will likely move beyond keywords to focus on user profiles, behaviour, and context.
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