Since OpenAI’s release of ChatGPT in November 2022, discussions about artificial intelligence (AI) have surged, predominantly framing it as a transformative superintelligence. However, the anticipated realization of AI agents or personal assistants has not yet materialized effectively. Instead, emerging data suggests that AI’s “killer app” lies in revolutionizing search functions, with AI systems like Google’s AI Overview gaining prominence.
This shift has significantly impacted organic search traffic to major publishers, leading to declines of up to 55% in some cases, as users increasingly engage directly with AI-generated summaries instead of visiting linked articles. AI-powered search offers efficient, direct answers, streamlining user experience and reducing the need for traditional search navigation. Despite being less glamorous than other AI applications, this practical advancement is reshaping user behavior and poses challenges to web traffic-dependent businesses. The simplicity of AI-driven search appears to resonate well with users, solidifying its role as the core application of AI.
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