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I saw a post on LinkedIn that got me in deep a rabbit’s hole digging up in AI (artificial intelligence) and search engines for quite some time. Marketers need to be constantly on the know of the latest developments and how to improve our game. AI-driven search tools like ChatGPT and Google’s AI Overviews are changing how people find information—but they’re not replacing search engines outright. Instead, they’re adding a new layer to the search experience.

And as there are so many acronyms in use, I am helping you all by adding acronym explanations in parentheses.

There is an Impact: Clicks are Declining – But Search Is Still Growing

Let’s have a look at some numbers.

• AI Overviews now appear in ~30% of Google searches—and as many as 74% of problem-solving queries. Source 1.
• CTRs (Click Through Rate) on traditional search engine results pages (SERPs) have dropped by 20–40% when AI summaries appear. Source 2.
• Zero-click searches account for over 58% of searches in the US. Source 3.
• Yet overall Google search volume is up ~21.6% since 2023. Source 4. The daily query count remains staggering: ~14 billion on Google vs ~37 million on ChatGPT.

Bottom line: AI tools are siphoning clicks, not queries. People are still searching — but often finding answers directly on the SERP (Search Engine Results Pages) or in chatbots.

AI Search vs Traditional Search: The Market is split

How are people using search for now?

• Google still dominates with ~90% global search share. Source 5.
• AI-driven platforms (ChatGPT, Claude, Perplexity, Bing Copilot, Gemini) together hold ~6% of search share, and it is growing. Source 6.
• ChatGPT boasts ~400 million weekly active users by early 2025—yet it remains 373× smaller than Google in query volume.
• Nearly 99% of AI users still use traditional search engines. Source 7. So marketers, if your SEO game is top-notch quality, you’re still pretty safe.

Conclusion: AI search supplements—but doesn’t replace—traditional search. The ecosystems are converging, not cannibalizing. To me, this is a reassuring thing to know. But make no mistake, things are evolving and in motion. Now is the time to start preparing your content to be promptable.

How is AI already showing up in the marketers’ day-to-day lives?

AI in SEO stats:

• Over 60% of marketers now use AI tools for SEO. Source 8. Source 9.
• AI-generated content makes up ~13% of top-performing Google content. Source 10.
• Organic traffic is dropping by 15–25% due to AI Overviews. Source 11.

These trends show that AI isn’t killing SEO—it’s forcing its evolution into a broader discipline.

the all important Marketing Implications: Enter AEO, GEO & AIO

What will the future hold for us then? There will be new ways for search. Some excellent new acronyms for us all marketers to learn.

• Answer Engine Optimization (AEO): Optimizing content to appear in AI-generated answers. Source 12.
• Generative Engine Optimization (GEO): Techniques (e.g., AI metadata, structured data) designed for LLM (large language models, such as ChatGPT, Gemini, Claude etc.) visibility. Source 13.
• Artificial Intelligence Optimization (AIO): A hybrid strategy combining SEO, AEO, and GEO to stay visible across both traditional and AI-driven platforms.

Will AIEO (Artificial Intelligence Engine Optimization) Overtake SEO?

When the AEO, GEO and AIO are established as status quo, will there be AIEO? The below does point to that direction.

• AI overviews already appear for ~30% of searches across various verticals. Source 14.
• Marketers are adapting. Between 41–58% now optimize content for AI responses.
• New metrics like AI visibility, answer citation rate, and prompt inclusion are becoming essential alongside traditional SEO KPIs.

We’re heading into a hybrid era where SEO, AEO, GEO, and AIO coexist. Brands that master all will be the most visible—transforming incidental impressions into business impact.

️TOP TIPS: What Marketers Should be Doing Now

1. Audit your content for AI readability—structure FAQs, use clear formatting, and include data-rich snippets.
2. Track AI visibility—monitor for AI-overview inclusion and chatbot citations.
3. Blend optimization strategies—continue traditional SEO while optimizing for AI results.
4. Measure new KPIs—e.g., “AI answer clicks,” “chatbot referrals,” and “AI-driven lead gen”.

Final Take

AI is not replacing search engines—but it’s certainly changing search behavior, dimming organic click rates, and raising optimization standards. If you’re only focusing on SEO, you’re already behind. It’s time to embrace a layered strategy: SEO + AI optimization.

And here’s my little bit of a question to you all.

There are clear signs that marketers already optimize for SEO often in the expense of tone of voice, authenticity and personality. What will AIEO do for text content? And will a fresh tone of voice, authenticity, and personality be winning strategies to burst the bubble in the end?