AI’S IMPACT ON SEARCH. WHAT SHOULD BRANDS KNOW?
BY: ZIMMERMAN ADVERTISING
AI’S IMPACT ON SEARCH. WHAT SHOULD BRANDS KNOW
March 9, 2026

 

What’s Changing

  • AI platforms such as ChatGPT, Google’s Gemini, and Perplexity are transforming how people search online and the results they receive.
  • Typical search behavior allows people to get quick answers, research products or services, or find information on businesses in short search engine sessions and get a list of links results where they go for more information.
  • AI platforms are turning search into longer form answer engines that use generative models to understand intent, synthesize content, and keep users on the results page instead of clicking out to a website for more.
  • AI models have the potential to reshape consumer behavior, SEO and paid search economics for brands, websites and publishers.
  • Google remains the primary demand-capture engine with an 85%+ share of search queries, but AI surfaces increasingly influence which clients appear, ad frequency, and placement.
  • Early signals show AI-assisted discovery pulling demand upstream, increasing competition and CPC pressure on traditional SERP, lower-funnel queries.

 

Why It Matters
Users are shifting from submitting short keyword strings to longer, more conversational questions that often deliver AI overviews and answers that are comprehensive enough to end without a click to a website.

As a result, some studies show that paid search click-thru-rates (CTR’s) can fall by 8-12% with some categories dropping by 20%+ and that zero-click behavior is surging with approximately 60% of queries ending without a click.

 

Strategic Implications
2026 requires deeper partnership with Zimmerman who is working with AI Platforms and Google for earliest access into of AI-enabled formats and measurement frameworks that recognize AI-assisted discovery across the full purchase path.

 

Zimmerman is counseling our clients to:

  • Maintain visibility with AI platforms by optimizing content for generative AI inclusion
  • Diversifying beyond traditional search
  • Publish data-rich content on high-authority sources that AI scrapes for responses as most models favor established publishers