AI Reshapes Search Marketing and Business Strategy

AI-driven tools are rapidly changing how people find information. Traditional Google search strategies are under pressure, and businesses are being forced to rethink how they engage with customers. With traffic from standard web searches dropping by as much as 70%, companies that once relied on Google visibility are now scrambling to remain relevant.

For nearly 20 years, businesses depended on SEO to improve their Google rankings. That model is becoming outdated. Google has launched AI Overviews to compete with tools like ChatGPT. These summaries appear at the top of search results and answer queries directly, often without requiring users to click through to external websites. As a result, models that depend on traffic, including those used by publishers and digital marketers, are facing major disruption.

The trend is already visible in the data. News publishers like Business Insider have cut over 20% of their staff, citing sharp and sudden drops in online traffic. Platforms such as HuffPost have seen a 50% decline in both mobile and desktop visits over the past three years. These shifts are driven largely by the rise of zero-click AI answers and are expected to expand further into markets like Australia as the technology continues to develop.

Even with these challenges, some businesses are adapting quickly. Companies like HubSpot, a CRM provider, have embraced AI by integrating it into every part of their service since 2022 rather than treating it as a standalone product. Instead of focusing on Google’s algorithm, they now aim to become more visible in AI-generated content. This requires consistent and authoritative mentions across various online platforms, not just keyword optimisation.

As a result, content strategies are evolving. The goal is no longer just to drive traffic to a company's website but to reach users wherever they are. Platforms like YouTube, Instagram, Reddit and TikTok are becoming key spaces for brand engagement. Tools such as HubSpot’s allow companies to turn long-form content, like a blog post, into short videos or social media posts, keeping the message relevant across multiple formats.

Large organisations are also embracing AI in new ways. National Australia Bank, for example, uses machine learning to analyse customer behaviour in real time. The bank’s AI system, known as the “customer brain,” processes 36 billion data points to predict customer needs and personalise services, showing how data-driven insights are essential for long-term customer retention.

Smaller businesses are also benefiting. Canibuild, a company in the SME sector, has improved customer service through AI. Before integrating AI, they resolved only about 30% of client issues within 24 hours. Today that number has increased to around 70%, allowing sales teams to concentrate on higher-value leads instead of routine support.

At the same time, creativity and human input remain critical. Marketers are being challenged to maintain an authentic voice and build trust, especially since AI-generated content can occasionally include factual errors or "hallucinations." AI should support human ideas, not replace them. For example, company leaders now use AI to refine messaging for earnings calls or internal meetings using past notes and materials. This helps create consistent and meaningful communication while keeping a human element.

The most successful businesses will likely be those that combine strong brand presence across platforms with thoughtful, human-led use of AI. Adapting early will not only help companies stay ahead of the disruption but also position them to lead it.

Source: The Australian, Conductor, Deloitte Digital