The way people discover information online is shifting from clicking links to asking large language models for direct answers. Tools like ChatGPT and Perplexity generate responses by synthesizing content from multiple sources, often without sending users to the original pages. This change disrupts traditional click‑based metrics and forces marketers to rethink content strategy, measurement, and optimization for AI visibility. New engineering‑focused approaches are emerging to decode how models retrieve and rank information, offering brands a way to gauge influence in conversations rather than clicks. Read more →

Google is reportedly weighing a shift from its traditional list‑of‑links search results to an AI‑driven "AI Mode" that offers conversational answers powered by Gemini. Lead product manager Logan Kilpatrick hinted at the possibility, while Google Search vice‑president Robby Stein cautioned against reading too much into the comments. Publishers have already noted traffic declines from AI Overviews that answer queries without clicks, and a default AI Mode could amplify those effects. The company continues to promote AI Mode through a dedicated homepage and reports millions of active users, signaling a potential strategic pivot for how users discover information online. Read more →

Google is reportedly weighing a shift from its traditional list‑of‑links search results to an AI‑driven "AI Mode" that offers conversational answers powered by Gemini. Lead product manager Logan Kilpatrick hinted at the possibility, while Google Search vice‑president Robby Stein cautioned against reading too much into the comments. Publishers have already noted traffic declines from AI Overviews that answer queries without clicks, and a default AI Mode could amplify those effects. The company continues to promote AI Mode through a dedicated homepage and reports millions of active users, signaling a potential strategic pivot for how users discover information online. Read more →

Google is reportedly weighing a shift from its traditional list‑of‑links search results to an AI‑driven "AI Mode" that offers conversational answers powered by Gemini. Lead product manager Logan Kilpatrick hinted at the possibility, while Google Search vice‑president Robby Stein cautioned against reading too much into the comments. Publishers have already noted traffic declines from AI Overviews that answer queries without clicks, and a default AI Mode could amplify those effects. The company continues to promote AI Mode through a dedicated homepage and reports millions of active users, signaling a potential strategic pivot for how users discover information online. Read more →

Google is reportedly weighing a shift from its traditional list‑of‑links search results to an AI‑driven "AI Mode" that offers conversational answers powered by Gemini. Lead product manager Logan Kilpatrick hinted at the possibility, while Google Search vice‑president Robby Stein cautioned against reading too much into the comments. Publishers have already noted traffic declines from AI Overviews that answer queries without clicks, and a default AI Mode could amplify those effects. The company continues to promote AI Mode through a dedicated homepage and reports millions of active users, signaling a potential strategic pivot for how users discover information online. Read more →

Google is reportedly weighing a shift from its traditional list‑of‑links search results to an AI‑driven "AI Mode" that offers conversational answers powered by Gemini. Lead product manager Logan Kilpatrick hinted at the possibility, while Google Search vice‑president Robby Stein cautioned against reading too much into the comments. Publishers have already noted traffic declines from AI Overviews that answer queries without clicks, and a default AI Mode could amplify those effects. The company continues to promote AI Mode through a dedicated homepage and reports millions of active users, signaling a potential strategic pivot for how users discover information online. Read more →