- About 80% of search users rely on AI summaries at least 40% of the time
- On traditional search engines, about 60% of searches now end without the user progressing to another destination
- Search engine optimization will not be enough for brands looking to succeed in this new reality
NEW YORK, Feb. 19, 2025 -- The rise of AI search engines and generative summaries has upended traditional search behavior, delivering answers directly on results pages and removing the need for users to click through to another site. New research from Bain & Company finds 80% of consumers now rely on AI-written results for at least 40% of their searches, reducing organic web traffic by 15% to 25%.
There are two key shifts driving this transformation in search behavior, including:
- Generative AI summaries on traditional search engines. Bain finds 60% of searches now terminate without the users clicking through to another website. Even among those consumers who are sceptical of generative AI, roughly half report that most of their queries are answered directly on the search page without a click.
- The rise of large language models (LLMs), such as AI-powered chatbots, as alternatives to search platforms. Bain finds roughly 68% of LLM users rely on these platforms for researching, gathering, and summarizing information. Some 48% use them to understand the latest news and weather, and 42% ask for shopping recommendations.
"For years, digital marketers have focused on optimising search engine rankings to drive brand discoverability and traffic to their websites," said Natasha Sommerfeld, a partner in Bain & Company's Technology & Cloud Services and Customer practices. "Now, AI-generated search results are rewriting the rules, and SEO optimisation is no longer enough. Brands must evolve or risk losing visibility into their customer journey, and control over their brand positioning, in a world where traditional clicks are disappearing."
Bain's research outlines three key strategies for marketers to adapt to remain competitive in this new era of search.
- Optimize for AI crawlability. Adapt content for semantic search, emphasizing high-intent, long-tail terms.
- Diversify content formats. Go beyond text. Use video and interactive formats to boost visibility in generative AI search.
- Redefine metrics. Shift from click-focused metrics to measuring search impressions and AI reach. Optimize for influence over direct conversions.
Editor's note: To arrange an interview or for any questions, please contact:
- Katie Ware (New York) — Email: katie.ware@bain.com
- Gary Duncan (London) — Email: gary.duncan@bain.com
- Ann Lee (Singapore) — Email: ann.lee@bain.com
About Bain & Company
Bain & Company is a global consultancy that helps the world's most ambitious change makers define the future.
Across 65 cities in 40 countries, we work alongside our clients as one team with a shared ambition to achieve extraordinary results, outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrant ecosystem of digital innovators to deliver better, faster, and more enduring outcomes. Our 10-year commitment to invest more than $1 billion in pro bono services brings our talent, expertise, and insight to organizations tackling today's urgent challenges in education, racial equity, social justice, economic development, and the environment. We earned a gold rating from EcoVadis, the leading platform for environmental, social, and ethical performance ratings for global supply chains, putting us in the top 2% of all companies. Since our founding in 1973, we have measured our success by the success of our clients, and we proudly maintain the highest level of client advocacy in the industry.
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