A.I. Killed The Organic Search Star

 

We just got asked by a client what they can do to appear in AI results. I explained that the process was extremely similar to SEO, and that the initial steps would likely be the same as optimizing the site for organic search. They quickly retorted, “We don’t care about organic search.” While this would have been an insane thing to say even 2 years ago, it’s not a totally nuts sentiment to have in 2025.

Times are tough for organic search as people are beginning their discovery process on AI or social networks. Over 50% of Gen Z users now prefer TikTok or Instagram as search tools over Google. 50%!!

Throw in platforms like ChatGPT, Perplexity, and Claude that are quickly becoming the go-to for product recommendations, research, and idea exploration and the role for organic search results is shrinking fast. Even Google’s own Search Generative Experience (SGE) is pushing traditional organic links below AI-generated answers.

For brands, this means rethinking where and how discovery happens. It’s no longer just about climbing Google’s rankings—it’s about being the first to appear where consumers begin their journey.