ChatGPT usage is skyrocketing, with prompts increasing by nearly 70% in the first half of 2025, from 17 million in January to 29 million by June, according to Sensor Tower. The substantial growth reflects a shift in user behavior, particularly in shopping queries, which rose significantly from 7.8% to 9.8% of all searches. This trend emphasizes the need for brands to adopt AI optimization strategies (AIO), known as generative engine optimization (GEO), as shopping-related searches doubled. Conversely, coding searches saw a decline, possibly due to the rise of specialized coding tools. Additionally, healthcare queries are on the rise, with ChatGPT increasingly used for interpreting medical information. Click-through rates for product links in ChatGPT responses tripled from March to June, highlighting a shift towards more traditional search behaviors. Businesses are urged to optimize content for AIO platforms, while investors should monitor companies reliant on search for potential growth opportunities and challenges.
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