The article examines how generative-AI search platforms (such as ChatGPT, Claude and Google AI Mode) are altering the digital-discovery landscape for publishers and brands. It observes that while these platforms are growing rapidly, the result isn’t necessarily more traffic for content creators—traditional search referrals are declining even as AI referrals grow.
One major shift is the emergence of “zero-click” behaviour: many users now get answers directly within AI-driven search results or overviews without clicking through to a publisher’s site. For example, the article cites data showing a rising percentage of search queries triggering AI summaries and ending without a click, which reduces the opportunity for publishers to receive traffic even when their content is referenced.
Despite this, the piece notes that publishers can still maintain visibility in AI search—but it requires rethinking strategy. Rather than just traditional SEO headlines and keyword-rich pages, the new game involves: being chosen as a trusted source for AI summaries, structuring content to be easily parsed by AI crawlers, and even entering licensing or partnership deals with AI platforms to ensure prominence in the AI-driven results.
Finally, the article addresses what this means for brands and marketers: as AI agents become the new intermediaries in search, visibility will depend less on ranking and more on being the authoritative, credible source that AI systems cite. Brands will need to optimise both their technical readiness (structured data, crawlability) and their editorial strategy (authority, linkage) to succeed in this evolving environment.
