The digital landscape is undergoing a significant transformation, with search rankings becoming increasingly important for publishers and brands. However, the rise of AI-generated summaries is changing the game, and many are left wondering how to succeed in a digital ecosystem with new rules. **The Rise of AI-Generated Summaries**
Google’s Search Generative Experience and Bing Copilot are just a few examples of AI tools that are now serving up instant summaries directly on the search results page. While this makes things faster for users, it also has a significant impact on publishers and brands. With AI-generated summaries, users are getting the information they need without leaving the search results page, resulting in a drop in click-through rates.
- 40% or more drop in click-through rates on organic listings when AI-generated answers are displayed
- Up to 80% drop in traffic to some content types
This trend is known as zero-click search, and it’s becoming increasingly popular. Google and Microsoft are both moving towards this model, aiming to become answer engines rather than just gateways. **The Impact on Publishers and Brands**
For publishers, the consequences of this shift could be catastrophic. When a user query is answered by an AI snapshot at the top of a search result, the need to click through to a news article, blog post or product page drops dramatically. This means fewer opportunities for brands to bring users into owned digital ecosystems where engagement, conversion and data capture happen. For brands, this means fewer opportunities to bring users into owned digital ecosystems where engagement, conversion and data capture happen. Programmatic advertising is also caught in the crossfire, with a potential increase in CPMs (cost per mile) as the available inventory for open-web display and native advertising falls. **AI Ecosystem**
Google is already experimenting with ads embedded in AI-generated overviews, keeping both traffic and monetisation within its ecosystem. Publishers are particularly vulnerable, as their business models depend heavily on search traffic and visibility. If generative AI systems summarise their articles without attribution or traffic, revenue drops.
| Key Points | Publisher Vulnerability |
|---|---|
| Business models rely on search traffic and visibility | Revenue drops if generative AI systems summarise articles without attribution or traffic |
| Less traffic means less revenue, which means fewer journalists, less original reporting, and a diminished open web |
**Traditional SEO Strategies**
Others are testing structured data and schema markup (JSON-LD format) to make their content more machine-readable and increase the odds of being cited in AI responses. Brands are also adjusting, with traditional SEO strategies now accounting for AI parsing and summarisation.
- Structured data is more important than ever
- Schema types like Product, FAQ, and HowTo give AI clearer signals, improve visibility
However, this visibility may be limited to a brand mention, not a visit to the site. This changes how we think about measurement and ROI. **The Behavioural Shift**
Gen Z is already using TikTok and Instagram as search engines, with around 40% of young users beginning their discovery journey on social platforms rather than Google. Chatbots like ChatGPT and Perplexity are gaining traction as alternatives to traditional search.
“The open web, once the connective tissue of digital advertising, is losing its central role.”
**Advertising Must Adapt**
Advertising must adapt to this new landscape. We’re entering a phase where brand discovery might happen on TikTok, product comparison on an AI chatbot, and conversion via direct link or social commerce. The open web, once the connective tissue of digital advertising, is losing its central role. To stay competitive in an AI-driven search environment, brands and publishers must adopt structured data like JSON-LD, to help AI understand and credit their content, while also optimising formats with clear headers and rich metadata. **Technical Burden**
The coming 12 months will be a trial ground, but also put massive technical burden on publishers to adapt quickly. Google’s AI search experiences may roll out more broadly. Publishers and brands that adapt early, structuring content, diversifying channels, and rethinking measurement, will be better positioned. Those who rely solely on organic traffic may find their reach and revenue squeezed. **Conclusion**
AI isn’t killing the open web, but it is forcing a reset. Search has always been a battleground of incentives, with platforms vying to retain users and publishers seeking to earn traffic. With AI summaries, that tension is reaching a new peak. How the industry responds, both technically and commercially, will determine the future of digital discovery and advertising. MMA NEXT! Conference
As head of the MMA AI Leadership Coalition for Africa, I am privileged to be at the forefront of AI developments on the continent, and also to act as moderator for the MMA NEXT! Conference which takes place on Thursday [8 May 2025] in Johannesburg. Here we will be bringing together top voices in marketing, data, technology, and creativity for a high-impact day of ideas, strategy, and leadership – offering attendees a chance to gain insight into the latest innovative technologies, and best practices to move your business to the next level. Marketers who are ready to tap into the pulse of digital transformation and learn from the leaders shaping ‘what’s next in marketing’ can register here to secure a seat.
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