AI is reshaping discovery, making organic and paid search less effective. Discover how marketers can adapt in 2026 with enhanced AI visibility, diversified acquisition channels, and a conversion-focused mindset.
Search has always been an evolving game. It's evolved from keywords to questions, from desktop to mobile, and now from Google to AI.
However, this latest shift is the most significant so far, as it’s not just another algorithm update; it’s a fundamental change in user behavior.
People are no longer searching the way they used to. Instead of scanning results, comparing options, and visiting multiple sites, they’re turning to AI assistants for a single, ready-made answer. It’s a psychological shift in how users search, process information, and make decisions.
As a result, the discovery process has become shorter, more direct, and less visible to brands. And that’s what makes this moment so critical for marketers; the traditional levers of visibility, ranking, and bidding are losing influence over how users discover and choose.
That means marketing must also evolve. Let’s examine what’s happening and how it’s shaping the way brands should approach marketing in 2026.
In 2024, nearly 60% of Google searches resulted in no clicks (EU: 59.7%, US: 58.5%)(Source: Sparktoro), a trend accelerated by AI-generated answers on search results pages. Analyses since then have shown that zero-click behavior is continuing to rise with AI Overviews (Source: SimilarWeb), while organic clicks are competing for smaller on-page real estate.
Practically, that means two things.
The zero-click behavior results in fewer outbound clicks, which in turn leads to a reduction in organic visibility. Even if a brand ranks on the first page, its link is now positioned much lower, below AI overviews, people-also-ask boxes, local maps, and videos. Users need to scroll farther, think longer, and make an extra decision to click on a website. Therefore, your brand may still appear first in search results, but far fewer users will engage with it. The funnel narrows at the top, reducing the number of people entering organically.
This results in a 40% drop in organic traffic, even for mature websites and optimized landing pages.
As AI results now occupy more on-screen real estate, the number of visible ad slots at the top of the page shrinks. With limited space and growing competition, brands must bid higher to maintain their presence, driving up CPCs across the board. Marketers are under increasing pressure to justify performance shifts and explain traffic drops.
It's essential to note that visibility in AI is crucial, even if it can result in a dead click. Appearing in AI summaries still contributes to the website's overall visibility.
To further enhance AI visibility, brands should prioritize creating content that’s accurate, trustworthy (using case studies), and easily accessible to AI systems.
With this ever-changing landscape, it's wise to diversify your acquisition channels to ones that are more scalable and predictable, and give you more control over your destiny.
One of them could be the third-party lead generation, and we anticipate that more budgets will shift to third-party leads in the coming months. It connects brands with consumers earlier in their discovery journey through publishers, comparison portals, and affiliate funnels that capture high-intent demand before it reaches the search engines. So, instead of fighting over shrinking ad inventory, brands can tap into distributed demand outside the search ecosystem and keep their top-of-the-funnel presence alive.
When managed transparently and supported by clear feedback loops, it provides marketers with visibility into cost, source quality, and conversion performance, down to each lead. That level of granularity turns it into a controlled and performance-driven growth engine.
SEO isn't limited to traditional search engines anymore; audiences' search behaviors are changing. They are turning to social media first for topics and to explore a brand. Brands have to meet the prospect where they are at with relevant content to nurture and to drive them to a conversion point.
With fewer clicks overall, double down on on-site conversion optimization to ensure the traffic you do get translates into leads. That means tightening the post-click experience: faster pages, frictionless forms, and clear calls to action. Optimizing for conversion ensures that even if you attract fewer visitors, your pipeline remains strong and predictable.
Final thoughts:
As we began, the search has been constantly evolving and will continue to evolve, with AI reshaping how users navigate the sales funnel. Therefore, marketers should focus on areas that offer stability, such as high user intent, granular performance data, and channels that deliver measurable outcomes. That’s where the real advantage will be in 2026.
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