The search landscape is evolving rapidly with the rise of AI-powered search engines. Google recently introduced AI Mode, powered by Gemini 2.0, which provides AI-generated responses alongside curated links. While Google remains dominant with over 81 billion monthly visits, AI-driven platforms like ChatGPT and Perplexity are gaining traction, though they still lag behind in traffic.
Industry experts see AI search tools as transformative but also recognize their challenges. AI agents synthesize information from multiple sources, reducing referral traffic to original content creators. A study by TollBit found that AI-driven search engines send 96% less referral traffic than traditional search engines, raising concerns about monetization for publishers.
To address these challenges, some companies are brokering deals between AI firms and content providers. Josh Stone of TollBit notes that AI search tools aggregate content from multiple sources, limiting direct engagement with publisher websites. Olivia Joslin, TollBit’s co-founder, points out that large-scale web scraping is costly, leading many AI companies to seek partnerships rather than risk legal disputes.
The future of AI search may involve more formalized agreements between AI providers and content owners. Ahmed Malik, CEO of ScalePost, predicts an increase in partnerships to ensure reliable access to high-quality data. As AI continues to reshape search, businesses are exploring ways to integrate their content into AI-generated responses while maintaining revenue streams.
Looking ahead, AI-driven browsing could become a standard tool for research and automation. Companies like Perplexity are developing AI-powered browsers that handle tasks and research on behalf of users, potentially further reducing human interaction with traditional search results. Chris Hay of IBM suggests that businesses will need to find ways to ensure their content remains accessible and valuable in an AI-dominated search environment.
The ongoing shift toward AI-powered search and browsing raises questions about the future of online content monetization, access to reliable information, and the evolving role of search engines in the digital ecosystem.
IBM