Impact of AI on Organic Traffic

The landscape of online content discovery is undergoing a notable transformation. Increasingly, AI-powered search engines such as Google’s SGE, ChatGPT, and Perplexity are reshaping how users access information. Instead of directing visitors to websites, these platforms often present immediate AI-generated responses. Such answers frequently draw on existing content across the web without directing users to the original sources.

Consequently, website owners and content creators have observed a decline in organic traffic. While content is still being published and optimized, the number of users clicking through to websites is shrinking. This shift challenges traditional assumptions about the effectiveness of search engine optimization (SEO) and the visibility it once guaranteed.

The Shift in Search Engine Behavior

Search engines have evolved beyond simply listing relevant web pages in response to user queries. They are increasingly providing concise, synthesized information directly on the search results page. This change removes the step where users must visit individual websites to get the answers they seek.

As a result, websites become less central to the user journey. The traffic that content creators worked hard to earn becomes, in a sense, repurposed to enrich AI platforms’ responses. This new behavior disrupts traditional marketing strategies that depend heavily on attracting users through organic search results.

Why SEO Alone Is No Longer Enough

While SEO remains a valuable tactic for online presence, relying solely on it limits control over audience engagement. The shift means organic rankings no longer assure visibility or clicks. Because AI search experiences bypass websites, traffic volumes can diminish despite consistent optimization efforts.

Marketers whose strategies depend exclusively on SEO risk becoming dependent on external platforms. In other words, their success hinges on algorithms and behaviors outside their direct influence. This situation underscores the need for complementary approaches that allow businesses to maintain ownership of their communication channels.

Reclaiming Control with Email Marketing

In response to these challenges, prioritizing direct engagement with existing audiences has become a strategic focus. Email marketing remains one of the most effective methods to retain control over messaging and relationships with customers and prospects.

Email provides a channel free from algorithmic interference, enabling personalized, one-on-one communication. Segmentation tools within email platforms allow marketers to deliver messages tailored to specific behaviors and preferences, enhancing relevance and impact.

Advantages of Email Marketing in the AI Era

Email stands out because it is direct, personalized, and highly adaptable. According to data from Marigold’s 2025 Consumer Trends Index Report, a significant majority of consumers show willingness to engage with emails promoting exclusive offers and sales. This statistic highlights email’s continued strength as a tool for promotional campaigns.

Moreover, well-segmented email campaigns can deliver the right content to the right audience, fostering stronger connections and higher conversion rates.

Consumer Engagement Trends in Email

Consumers demonstrate a preference for emails that recognize their individual interests and histories. Targeted offers, personalized recommendations, and timely communications increase the likelihood of engagement. Brands that provide value through tailored messaging often experience better loyalty and sustained interaction.

Introducing Campaign Monitor by Marigold

Campaign Monitor, offered by Marigold, is an email marketing platform designed to meet the needs of fast-paced businesses aiming to thrive amid shifting market dynamics. This platform goes beyond basic newsletter distribution, acting as a comprehensive management tool for customer relationships.

Key Features of Campaign Monitor

Campaign Monitor offers several capabilities tailored to effective email marketing:

List Management and Segmentation

With declining organic traffic making contact lists increasingly precious, Campaign Monitor helps businesses manage and segment their audiences efficiently. Users can organize contacts by behaviors, purchase histories, or engagement levels. Identifying and reactivating dormant subscribers is also facilitated, alongside list cleaning to maintain deliverability.

Automation for Continuous Nurturing

Automation workflows in Campaign Monitor enable marketers to maintain ongoing engagement without the need for constant manual effort. Features include sending personalized welcome emails, nurturing sequences with pre-built templates, and triggering timely messages for behaviors such as abandoned carts or event sign-ups.

Personalization to Enhance Engagement

Generic emails often go unnoticed. Campaign Monitor supports personalized subject lines, dynamic content, and product recommendations tailored to individual recipients. Continuous A/B testing helps optimize campaigns further for improved results.

Performance Tracking and Analytics

Unlike AI platforms that may withhold user engagement data, Campaign Monitor delivers comprehensive insights. Marketers can track opens, clicks, conversions, and revenue per campaign. This data empowers informed decisions and strategic adjustments.

Strategies to Thrive in the AI-Driven Landscape

To succeed amid changing search and discovery mechanisms, businesses should focus on building their email lists with intent-driven offers that encourage subscriber sign-ups. Enhancing email strategies through segmentation, personalization, and automation maximizes efficiency and effectiveness.

Utilizing Campaign Monitor’s tools allows scaling these efforts without overburdening marketing teams. The approach centers on nurturing and activating existing audiences rather than relying solely on new organic traffic.

Conclusion: Embracing Ownership in Marketing

AI technology has altered the dynamics of online content consumption, challenging traditional traffic and SEO strategies. However, shifting focus toward channels under one’s control, especially email marketing, provides stability and growth potential.

Campaign Monitor by Marigold offers the infrastructure to harness direct communication, advanced automation, and actionable analytics. In doing so, it helps businesses maintain audience engagement and revenue generation despite changes in the broader search environment.

Taking ownership of marketing efforts through strong email programs positions brands to withstand current challenges and foster long-term success.

Introduction to AI and Classic Search Engine Usage

The way we seek information online is shifting with the rise of artificial intelligence. However, classic search engines like Google and Microsoft Bing remain the widespread choices for most Americans. According to a recent survey conducted by marketing agency Higher Visibility, 71.5% of respondents reported using AI-powered tools for search, but only 14% engage with these tools daily. Interestingly, nearly 80% still prefer traditional search engines when looking for general information.

AI search isn’t here to replace classic search engines just yet. Instead, it complements them, providing additional pathways to gather insights, especially in areas where quick, synthesized answers are preferred. Classic engines excel at broad queries, while AI tools offer convenience for complex or nuanced questions.

AI Search Adoption Across Different Generations

AI search tools have attracted users across all age groups, but the frequency and context of use vary widely.

Generation Z (Ages 18-26)

The youngest group shows the highest AI search adoption, with 82% having used AI tools at some point. This demographic often turns to social media platforms like Instagram and TikTok when looking to discover new products, blending search with entertainment and peer influence.

Millennials (Ages 27-42)

Millennials balance traditional and AI-assisted searches more evenly. They tend to use AI tools for professional and educational purposes while still relying on classic engines for everyday questions. This group appreciates the efficiency AI tools can provide but values the reliability of established search methods.

Generation X (Ages 43-58)

There’s a noticeable preference among Generation X for conventional search engines, with around 65% reporting occasional AI use. This demographic appears cautious, gravitating toward familiar platforms when seeking information but experimenting with AI for specific queries.

Baby Boomers (Ages 59-76)

Baby Boomers remain the staunchest supporters of classic search engines. While 45% have tried AI search tools, most continue to show loyalty to traditional platforms. Their approach highlights a comfort with what they know and a more reserved stance towards adopting new technologies.

How People Search for Information and Products in 2025

By 2025, the search landscape has become more specialized depending on the type of information or product sought.

General Information Searches

For everyday informational queries, classic search engines still dominate. When people want reliable, broad-spectrum information, Google and Bing are the go-to platforms.

Shopping Searches

Shopping habits are differentiated across stages:

– Initial product research generally starts on classic search engines.

– Direct product searches typically shift to retail giants such as Amazon, Walmart, and Target.

– For advice, recommendations, and product comparisons, AI tools like ChatGPT, Claude, and Bard are increasingly popular.

Discovery and Niche Shopping

Social media platforms such as TikTok, Instagram, and Pinterest play a big role in discovery-based shopping. These platforms offer curated content, influencer insights, and inspiration in a highly visual way. For specialized product queries, consumers turn to niche platforms like Etsy and eBay, which cater to distinct markets and unique offerings.

Local Business and Services

Finding local businesses is often done using maps and business profiles on Google. For dining and entertainment, social media platforms including Facebook, Instagram, and Nextdoor are influential. When it comes to service-based businesses like contractors or salons, review sites like Yelp and TripAdvisor provide trusted feedback from past customers.

The Role of Social Media and Niche Platforms in Search

Social media has blurred the line between entertainment and search. Users don’t just look for products; they want experiences and stories that connect emotionally or spark inspiration. This is why platforms that integrate shoppable posts and video content appeal so strongly.

Niche platforms fill gaps that mainstream search engines might overlook. For example, handmade and vintage items thrive on Etsy, while auction-based purchases are popular on eBay. This specialization lets consumers find exactly what they want without endless scrolling or wading through irrelevant results.

Challenges and Opportunities in Modern SEO

SEO is becoming more challenging as click-through rates on Google decline. With so many options available—from AI answer engines to social media and shopping platforms—marketers face a labyrinth of tactics to attract attention.

The rise of AI answers means rankings are no longer just about keywords but also about delivering precise, engaging information quickly. Marketers need to think about user intent more deeply and consider how content appears across various platforms. Integrating information that aligns with both traditional searches and AI-generated responses opens new doors to reaching audiences.

Social platforms demand authenticity and engagement, pushing brands to create content that not only informs but also connects on a personal level. Meanwhile, niche platforms require specialized approaches that reflect their unique communities and buying behaviors.

Summary and Advice for Navigating the Evolving Search Landscape

If you’re wondering how to adapt, here’s a friendly rundown:

– Maintain a strong presence on traditional search engines since they still dominate daily information searches.

– Complement your strategy by incorporating AI tools where appropriate, especially to meet users looking for quick answers or detailed comparisons.

– Don’t overlook social media and niche platforms for discovery and purchase intent. These channels can open doors to audiences who rely on visual and community-driven content.

– Focus on understanding your audience’s preferred platforms and habits. Different generations and product types demand tailored approaches.

– Stay agile. The search environment keeps shifting as new technologies and user behaviors emerge.

By balancing classic methods with new technologies, your search approach can stay effective and user-friendly.

About the Survey and Data Sources

The insights shared are based on a survey conducted by Higher Visibility in January 2024. The study involved 1,500 Americans aged 18 to 76, representing diverse income levels and educational backgrounds. These findings offer a valuable snapshot of changing search behaviors in 2025.

About the Author

Danny Goodwin is the Editorial Director of Search Engine Land and the Search Marketing Expo – SMX. Since joining Search Engine Land in 2022, he has stayed at the forefront of search marketing trends and news. Danny brings over a decade of experience, having served in key editorial roles and contributed to leading industry publications. His expertise helps shape understanding around digital marketing and search evolution.