How GenAI Is Changing User Search Behavior

Generative Artificial Intelligence (GenAI) is changing users’ search behavior through chatbots and AI-powered search tools that deliver fast, concise, and personalized information. As a result, users are clicking less traditional search results causing a significant drop in websites’ traffic.

In light of genAI’s disruption, how to increase search visibility? Understanding how users are searching for information nowadays is a crucial first step. This post explores how genAI is transforming users’ search behavior and offers strategic actions to stay visible.

Key Takeaways

• Given their ability to deliver fast and personalized information genAI tools are taking users’ clicks away from traditional search results, leading to an important drop in web traffic.
• The use of genAI tools to search for information is growing fast, but they haven’t completely replaced search engines. 
• People now use AI-powered search tools along with search engines, social media, and ecommerce sites to seek information, creating a hybrid search journey. 
• Inaccuracies in AI’s responses remain a significant concern for users, who expect information to be backed with proof.
• Implementing strategies like performing proper SEO to your website, producing high-quality content backed with proof, and showing up consistently on social media channels your customers are using — will improve your visibility in the AI era.

I. GenAI tools are taking users’ clicks away from search engines

Generative AI tools, like chatbots and AI-powered search features, provide users with fast, concise, and tailored information. In consequence, people are clicking less traditional search results, leading to an important decrease in website traffic. 

This shift is not surprising, as genAI has the potential to improve the search experience. With chatbots — such as ChatGPT, Perplexity, or Gemini — users can quickly access personalized information without the hassle of articulating queries, sifting through vast amounts of content, selecting credible sources, summarizing and synthesizing information (NN/Group, 2025). 

Due to these benefits, the use of chatbots to seek information is growing fast. A recent study by SE Ranking found that AI traffic grew from 0.02% in 2024 to 0.15% in 2025, which is a big leap in a short period of time.

Another disruptive genAI feature is Google’s AI overviews (AIOs). AIOs are summarized answers at the top of many search result pages. According to Pew Research’s 2025 quantitative study, when people see these summaries, they’re less likely to click on blue links. Since AIOs’ launch, 44% of sites have experienced stagnant or declining traffic (NP Digital, 2025).

As genAI tools evolve, new ones are emerging like Google’s AI Mode. This new feature allows users to ask complex questions and follow-ups to explore topics in greater depth. Google is adding agentic capabilities to AI Mode, like the ability to find restaurant reservations. For now, this capability is available only to Google AI Ultra subscribers in the U.S (TechCrunch, 2025).

In light of this disruption, taking strategic action will increase your visibility in AI search.

II. Search is becoming a hybrid journey

Every day, more people are using AI tools to search for information. They turn to chatbots as a starting point for research, to learn about unfamiliar topics, to quickly access information (Capra, 2023), and to get recommendations (NP Digital, 2025).

The use of AI tools to seek information is growing, but they haven’t replaced traditional search. According to the SE Ranking study, AI tools accounted for only 0.15% of global internet traffic, while search engines contributed to 48.5% in 2025.

NN / Group’s recent qualitative study found that users still rely on search engines due to the ingrained habit of using traditional search and their lack of trust in AI-generated answers, which often leads them to verify information through search engines. 

In addition, people are increasingly using social media and ecommerce websites to seek information. For example, younger audiences often use TikTok, YouTube, and Instagram for product discovery, how-tos, and health advice (NP Digital, 2025).

In short, people use genAI tools in combination with search engines, social media channels and ecommerce sites, creating a hybrid search landscape. To stay visible, you must optimize your brand to appear on digital platforms your ideal client is using.

How to increase search visibility across digital platforms?

• Optimize your website to appear on Google’s first organic search results and ensure it delivers a good user experience.
• Start an email list to nurture qualified leads through engaging and useful newsletters. See examples of effective lead magnets to bring new subscribers.
• If resources are limited, choose one social media channel your ideal client is using and develop a consistent presence on it.
• Keep your Google Business Profile updated with accurate information about your business (location, services, opening hours, photos).
• Monitor your brands’ performance across channels using your analytics tools, like Google Analytics 4.

By implementing these strategies, you’ll create a robust online presence suited to the evolving search environment.

III. Inaccuracy remains a significant concern for users

Despite genAI’s ability to deliver fast answers, inaccuracy is a major concern for users. NP Digital’s 2025 survey of 1000 US participants revealed that nearly 25% users reported significant errors in AI Overviews, while over 50% flagged inaccuracies that could pose serious risks. Because of this, users often turn to search engines to confirm AI’s responses (Capra, 2023; NN/Group, 2025).

AI companies are actively working to fix these inaccuracies or hallucinations. For example, Google claimed they continued to refine their systems to reduce AIO’s inaccuracies. OpenAI also announced that the latest version of ChatGPT (ChatGPT-5) is “significantly less likely to hallucinate” than previous models (OpenAI, 2025 as cited in Shao, 2025). These efforts aim to improve the reliability of AI-generated content, allowing users to trust genAI’s answers. 

However, many web content sources remain outdated and inaccurate. This is an opportunity to stand out with high-quality content backed with credible sources, fresh data, and your unique expertise — fostering customers’ trust.

How to Build Credibility Through Content?

Prioritize authoritative content and ensure brand consistency across digital channels to improve your brand’s credibility. Here are some actions you can take:

• Publish well-researched content — such as industry articles, case studies, guides, and how-to’s — that informs your target audience and showcases your expertise.
• Support your content with credible sources, fresh data, and your unique expertise.
• Gather customer reviews and showcase them across channels, including: your website, social media, and Google Business Profile.
• Regularly update your content with the latest information and trends.
• Fact-check your content to enhance trustworthiness.
• Ensure brand consistency across channels by keeping a cohesive brand voice, messaging, and visual identity. Customers will perceive you as reliable and professional.

Grow your online visibility with users in mind

This post has shed light on the impact of genAI over users’ search behavior. With its potential to improve the search experience people are clicking less traditional search results. As a result, content websites have lost a considerable amount of traffic.

However, users don’t fully trust AI’s answers due to potential inaccuracies. So they turn to search engines to confirm AI’s outputs. In addition, people also use social media and ecommerce websites to search for information.

To stay visible in the evolving search landscape, understanding how customers seek information today is a crucial first step. Then, implementing strategic actions — like optimizing your website with traditional SEO techniques, developing a consistent presence across channels relevant to your business, and building brand credibility through high-quality content supported with proof — will help to boost your online visibility.

I hope you found this post helpful. What actions have you taken to stay visible in the AI age? Share your experience in the comments below.

To your success,

Estela.

P.S. Need help optimizing your online presence for the AI era? I can help! Get in touch by filling out my contact form.

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Frequently Asked Questions

Methodology

For this analysis, I reviewed recently published articles and studies (qualitative and quantitative) from 2023 to 2025. I sourced materials from reputable academic publications and industry reports in Marketing and User Experience, accessing them through search engines and chatbots. This careful selection of sources allowed me to cover current trends and best practices effectively.

Disclaimer on AI Use

I wrote and fact-checked this post myself. I used AI tools to enhance the writing and improve the overall flow of the content. These tools helped ensure clarity while preserving the integrity of my original analysis.

References

• Capra, R.G., & Arguello, J. (2023). How does AI chat change search behaviors? ArXiv, abs/2307.03826.
• Chapekis, A., & Lieb, A. (2025). Google users are less likely to click on links when an AI summary appears in the results. https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
• Deda, Yulia. (2025). Which platforms lead in AI traffic in 2025? ChatGPT, Perplexity, Gemini & more. SE Ranking. https://seranking.com/blog/ai-traffic-research-study/
• IBM. (2024). What is Generative AI? https://www.ibm.com/think/topics/generative-ai
• Moran, K., et. al. (2025). How Gen AI is changing consumer behaviors when performing search. NN / Group. https://www.nngroup.com/articles/ai-changing-search-behaviors/
• Nielsen, N. (2025). Hello AI Agents: Goodbye UI Design, RIP Accessibility. Jakob Nielsen on UX. https://jakobnielsenphd.substack.com/p/ai-agents
• OpenAI. (2025, August 7). Introducing GPT-5 for developers. https://openai.com/index/introducing-gpt-5-for-developers/
• Patel, Neil. (2025). Search Engine Trends 2025: How Will Search Evolve? NP Digital. https://neilpatel.com/blog/search-engine-trends/
• Shao, A. (2025). New sources of inaccuracy? A conceptual framework for studying AI hallucinations. Harvard Kennedy School (HKS) Misinformation Review. https://doi.org/10.37016/mr-2020-182       
• TechCrunch. 2025. Google’s AI Mode expands globally, adds new agentic features. https://techcrunch.com/2025/08/21/googles-ai-mode-expands-globally-adds-new-agentic-features/
• Yogesh. (2025). 10 Proven ways to get your brand mentioned in AI answers. PromptMonitor. https://www.promptmonitor.io/blog/how-to-get-brand-mentioned-in-ai