AI Chatbots Challenge Google's Search Dominance With 70% Zero-Click Queries

AI chatbots are increasingly becoming the new gatekeepers of search, challenging the long-standing dominance of traditional search engines. For decades, brands have focused on optimizing their content for Google's first "10 blue links," which were the primary means of driving traffic to their websites. However, the rise of AI chatbots is changing this landscape, as these tools are becoming more sophisticated and capable of providing direct answers to user queries without the need for users to click through to external websites.

The shift towards AI chatbots as search gatekeepers is driven by several factors. Firstly, AI chatbots can provide more personalized and relevant responses to user queries, as they can leverage natural language processing and machine learning algorithms to understand the context and intent behind a user's search. This makes them more effective at delivering the information that users are looking for, compared to traditional search engines that rely on keyword matching and ranking algorithms.

Secondly, AI chatbots can integrate with other digital platforms and services, such as social media, messaging apps, and voice assistants, to provide a seamless and convenient search experience for users. This integration allows users to access information and perform tasks without having to switch between different apps or devices, making AI chatbots a more attractive option for users who value convenience and efficiency.

Thirdly, AI chatbots can help brands to better understand their customers and tailor their marketing strategies accordingly. By analyzing user interactions with AI chatbots, brands can gain insights into customer preferences, behaviors, and needs, which can inform their content creation, product development, and advertising efforts. This makes AI chatbots a valuable tool for brands looking to improve their customer engagement and drive growth.

At least a dozen companies, including Athena and Profound, have secured millions of dollars to help brands adapt to the coming shift and ensure they remain visible in this new landscape. Athena, founded by a former Google search engineer, offers “answer engine optimization” tools that analyze how AI chatbots ingest and surface brand content. Similarly, Profound, has raised more than $20 million to help large companies understand and shape how AI systems reference them in answers.

Google is not standing still in the face of this competition. In 2024, the search giant launched AI Overviews, concise summaries at the top of search results, and expanded them further with AI Mode in June 2025, which offers conversational responses instead of page listings. However, this AI pivot has drawn criticism from independent publishers who have lodged antitrust complaints, arguing that AI Overviews are siphoning off traffic and revenue. In the United States, the education technology company filed a suit accusing Google of using AI Overviews to suppress traffic flows and damage its business.

With regulators already scrutinizing Google’s dominance in search and advertising, the tech giant’s attempt to blend SEO with AI is generating significant friction. This new wave of AI optimization tools is rewriting the rules of digital marketing. The term “Answer Engine Optimization” has entered the lexicon to describe techniques aimed at ensuring brands are cited correctly by AI systems like ChatGPT, Google AI Mode, and Perplexity. Some businesses have already seen significant dips in Google traffic and are urgently adapting to this shift by reformatting their content to align with AI query structures.

The trend is accelerating. The AI SEO industry, once nascent, has attracted serious investor interest. Platforms like Athena and Profound have collectively raised tens of millions, with demand growing for tools that offer real-time insights into how AI ranks and references brands. Google maintains it is not being disintermediated. Sundar Pichai, the CEO of Alphabet, has emphasized that AI Overviews enhance search by summarizing content and funneling traffic to a greater diversity of sites, not just a few big players. Yet, publishers argue the reality is starker, with nearly 70% of news-related searches now ending in zero-click queries, up sharply from 56% just a year ago.

Meanwhile, OpenAI is reportedly considering its own ad-supported model for ChatGPT, potentially positioning it as a legitimate competitor for Google’s search-advertising revenue stream. A recent analysis projected that “AI search ad spending” might reach $26 billion by 2029, with an open question over how much of that Google will control in a multi-AI ecosystem.

In response to these concerns, some companies are taking steps to protect user data and ensure the ethical use of AI chatbots. For example, Cloudflare has implemented a policy requiring AI crawlers to ask permission before accessing websites, in order to protect the long-standing social contract between search engines and website creators. This policy aims to ensure that AI chatbots are used in a way that respects user privacy and promotes transparency and accountability.

Overall, the rise of AI chatbots as search gatekeepers represents a significant shift in the digital landscape, with implications for users, brands, and regulators alike. As AI chatbots continue to evolve and become more integrated into our daily lives, it will be important for all stakeholders to work together to ensure that they are used in a way that promotes innovation, protects user privacy, and benefits society as a whole.