Shining the spotlight on how AI-generated search experiences are transforming digital discovery – and how marketers must evolve in response is a key takeaway from a recent article by Peter Clark for eMarketer, “As AI search reshapes the internet’s business model, here’s what marketers need to know” (September 8, 2025). Read the full article from eMarketer: https://www.emarketer.com/content/ai-search-reshapes-internet-s-business-model–here-s-what-marketers-need-know
Key insights included:
- AI search undercuts clicks—and traffic: A Pew Research study shows users presented with AI-generated search overviews are nearly half as likely to click through to websites, and more likely to end their sessions altogether—threatening the traditional ad driven traffic model.
- Discovery is disappearing: Unlike traditional search engines offering multiple browsing options, AI search synthesizes into a single answer—dramatically reducing discovery and outbound clicks. As Grace Harmon from eMarketer warns: “these options are pushing people out of search really quickly.”
- Trust vs. convenience—an ongoing paradox: Despite mistrust, users rely on AI search for its ease. Harmon describes it as a contradiction: people don’t fully trust AI-generated summaries, yet they accept the convenience.
- Shifting strategies for brands and publishers:
- Optimize for LLM visibility by creating AI friendly formats like FAQ pages, product specs or concise summaries for engines to surface
- Double down on quality and credibility—consistent, high-value content builds trust and may justify subscription or premium models, while generic free content may struggle for visibility
- Explore alternative discovery channels: With Google’s search market share reportedly dipping below 90%, marketers are urged to diversify. Emerging discovery paths include LLM sources like Reddit, niche communities, newsletters, Substack, and even zines, laying the groundwork for a “slow web” revival.
- A call for transformation: Drew Neisser points out, “We are dealing probably with the biggest transformation in marketing certainly in my lifetime… if SEO doesn’t work anymore, then how do you get discovered?” This underscores a need to rethink team structures, roles and marketing fundamentals.
At Mower, we see this as a turning point. Marketers must no longer rely solely on traditional SEO and paid ads. In a world where AI acts as both gatekeeper and content provider, brands must:
- Embrace high trust, high value content—crafted to be found and respected by both humans and AI.
- Design content for AI consumption: clear structure, purpose-built summaries, FAQs, and technical specs that feed AI overviews effectively.
- Diversify discovery paths, investing in community engagement, thought leadership channels and direct-to-audience touchpoints like newsletters or niche forums.
- Reconfigure marketing org charts, aligning roles around AI strategy, content trust-building and multidisciplinary coordination.
The aim isn’t just visibility—it’s relevance, credibility and sustainable visibility in a world where AI intermediates how audiences discover and engage with brands.