Forget your search knowledge. Make your brand LLM-friendly

[WORLD] The consumer search experience is undergoing its biggest reset since the dawn of Google. In just one year, the percentage of users turning to generative AI tools for product or service advice more than doubled—from 25% in 2023 to 58% in 2024. Holiday shopping data reinforced the shift: AI-driven platforms sent 1,300% more traffic to U.S. retail sites compared to the year before. This isn’t a UX tweak—it’s a tectonic rupture. As users abandon traditional keyword search for conversational, intent-driven discovery, the digital monetization engine behind search—ads, SEO, affiliate funnels—is getting rewritten in real time. Founders and incumbents alike must now rethink what it means to be “searchable” in a world where the answer is a summary, not a list.

Context: Search’s Long Reign Meets a Disruptive Contender

For over two decades, Google has served as the primary interface between people and the internet. Its PageRank-based model, refined through algorithmic updates and monetized via AdWords, turned it into the default navigation layer of the web. That dominance created entire ecosystems: SEO consultancies, content farms, affiliate networks, and an ad duopoly with Meta. Even Amazon, despite its e-commerce gravity, relied on Google Ads for top-of-funnel demand capture.

But in the past year, a new behavioral pattern has emerged. Instead of typing “best noise-canceling headphones” into Google, consumers increasingly ask ChatGPT, Gemini, or Perplexity for personalized recommendations. These platforms don’t show 10 blue links—they generate coherent summaries, often with direct product suggestions. According to a McKinsey Digital survey of 12,000 global consumers, 58% said they had used Gen AI tools for product or service recommendations in the past three months, compared to just 25% the year before.

Moreover, Adobe Analytics found that AI-assisted queries drove a 1,300% spike in retail referral traffic during the 2024 holiday season. This isn’t just novelty-driven experimentation—it’s a mass-market pivot that cuts into the very foundation of ad-supported search economics.

Strategic Comparison: The Risk Google Didn’t Price In

The core strategic miscalculation by incumbents like Google has been underestimating how fast consumer behavior can shift when utility improves. Generative AI doesn’t merely offer a new interface; it provides a fundamentally different value proposition. It compresses time-to-answer, removes clutter, and adapts to user intent without the friction of clicking through sites. In doing so, it rewires the user’s mental model of what “search” should feel like.

Compare this to past interface shifts—voice search, mobile-first, even social recommendations. Each introduced novelty but failed to displace Google’s relevance. Generative AI, by contrast, reorders the discovery process itself. “We’re seeing not just a new channel, but a new decision-making pathway,” said Benedict Evans, an independent tech analyst. “AI isn’t sending you somewhere—it’s giving you the answer.”

Meanwhile, Google’s response—embedding Gemini into Search and launching AI Overviews—risks cannibalizing its own ad inventory. If fewer users click sponsored links or organic results, the entire auction-based ad model begins to erode. This is the Microsoft dilemma circa 2010: modernize at the cost of your margins, or defend the old world and risk obsolescence.

OpenAI, Perplexity, and others are unconstrained by that baggage. They don’t need to preserve CPC revenues or rank-based logic. Their challenge is different—how to monetize answers without compromising trust. That’s a solvable problem. Rebuilding consumer trust in interruptive ads? Much harder.

Implication: Search Is No Longer a List, It’s a Dialogue

For product marketers, founders, and investors, this shift has urgent implications. The premise of “ranking” is becoming less relevant in an answer-centric world. The new competition isn’t for visibility on a search results page—it’s for inclusion in a model’s trained output. That changes the rules of brand visibility and attribution.

E-commerce startups will need to optimize not for SEO, but for embedding in large language models’ product recommendation logic. Content companies must ask: how do we remain relevant if users never land on our site? And platform builders should recognize the opportunity in verticalized AI search—tailored experiences for health, travel, education, and enterprise knowledge retrieval.

The monetization race is wide open. While AI platforms have yet to settle on the next dominant ad model, expect hybrid strategies: sponsored recommendations labeled transparently, affiliate commerce integrated natively, even subscription overlays for trusted verticals. As Sara Fischer at Axios put it: “The winner won’t just replicate search ads—it’ll reinvent intent monetization altogether.”

Our Viewpoint

The search engine, as we’ve known it, is in structural decline. Not because of algorithm changes or UX missteps, but because a better tool for human intent has arrived. Generative AI flips the model: from navigation to resolution, from clicks to answers. That shift breaks the pipes through which digital attention—and dollars—have historically flowed. Business leaders who still treat SEO and SEM as foundational growth engines are misreading the moment. The future of search is not rank—it’s relevance in a conversational web. Those who build for the new answer layer will define the next decade of discovery.