10 ways AI changed search behavior in 2025

Keeping up with the new search reality

Search isn’t what it used to be — and neither are the people using it. This year has marked a turning point where AI is reshaping not only how internet search results appear, but how humans seek, trust, and act on information. For marketers, this means learning to understand audiences who don’t always click, scroll, or search the way they used to.

Below are ten shifts redefining the search landscape, including the latest findings from our B2B CMO Pulse 2025 — and what every marketing leader should be thinking about next.

1. The rise of the zero-click experience

AI search is rapidly empowering the “instant answer” mindset. About 80% of users rely on AI summaries for at least part of their research journey, according to Bain & Company. The search engine is no longer just a directory — it’s the destination.

2. The click-through cliff

Even on traditional engines, roughly 60% of searches now end without a click to another site (Bain & Company). That means your best content might be consumed entirely inside an AI summary — making brand visibility more about being cited than being visited.

3. Traditional SEO still matters — but the user journey doesn’t look traditional

Yes, metadata, authority, and structure still matter. But how users engage has fundamentally changed. According to Highervisibility, 62% of people now use AI tools for search, and 29% use them daily — a dramatic jump from early 2024. For most, AI hasn’t replaced Google; it’s become the first step before it. This “dual search” behavior means your brand must perform in both worlds — the algorithmic web and the generative layer that summarizes it.

4. “AI-assisted discovery” is the new normal

Most users now treat AI search and traditional search as complementary tools. They ask a model for a summary, then verify that information with trusted sources — often industry sites, social platforms, or brand pages. For marketers, it means consistency across channels is critical: your brand voice must align whether it’s read by a human or interpreted by an AI.

5. The trust transfer effect

AI summaries are becoming gatekeepers of perception. When a model cites your brand as a source, that mention carries implied trust. Conversely, not being included — or being misrepresented — can distort how your brand is perceived in the market.

6. Summaries are the new storefronts

Marketers once fought for first-page rankings; now they’re competing for inclusion in an AI answer. Being summarized accurately and favorably may become the most valuable real estate in digital marketing.

7. Search is shifting from “keywords” to “questions”

As users type in prompts instead of queries, intent is becoming conversational. Success in 2025 means designing content that answers, not just ranks.

8. The KPI reset

With visibility now measured in mentions, not clicks, marketers are redefining success metrics — from “share of voice” to “share of answer.” Measurement is evolving alongside behavior, but as our B2B CMO Pulse 2025 found, it’s the biggest challenge for enterprise marketing executives. Nearly half (46%) cite unclear KPIs and measurement gaps as their biggest challenge in adapting from SEO to AI-driven search.

9. LLMs as research assistants

According to Highervisibility, 68% of large language model (LLM) users rely on these tools to research, gather, and summarize information. AI is now the first draft of human understanding — and your brand needs to be part of that summary layer.

10. The coming drop in traditional search volume

Gartner predicts search engine volume will fall by 25% by 2026. That means fewer opportunities for organic discovery — and more urgency to optimize for where the attention is shifting: generative platforms, not result pages.

The takeaway: Position for the future now

We’re no longer preparing for AI search — we’re already living in it. The gap between those experimenting with GEO (Generative Engine Optimization) and those standing still is widening fast. In this new environment, success isn’t about showing up in results — it’s about being recognized by the machines shaping them.