As we look ahead to the changing landscape of SEO, one thing is certain. Artificial intelligence is not only influencing change, it is transforming it completely. From generative AI answers to new search formats, SEO in 2025 and beyond demands strategies that focus on visibility within AI powered ecosystems.
AI Search Engines on the Rise
A significant shift is already happening. A recent survey revealed that 55% of users in the United States and 62% in the United Kingdom now prefer using generative AI tools such as ChatGPT and Gemini over traditional search engines like Google for tasks such as product research and trip planning (Tom’s Guide). Globally, the AI search engines market is expected to reach 108.9 billion US dollars by 2032, growing at a rate of 14% CAGR from 2025 (MonsterInsights).
AI Overviews and the Decline of Click Through Traffic
Google’s “AI Overviews” are becoming increasingly common, appearing in up to 47% of searches and increasing by 115% since early 2025 (WPBeginner). These summaries deliver direct answers, which reduces the number of users clicking through to websites. Only 8% of users consistently click through from AI Overviews, and site traffic for these searches has been shown to decline by between 18% and 64%(Exploding Topics).
New Optimisation Practices: GEO and AEO
SEO is evolving into a hybrid model. Two new practices are attracting significant attention:
- Generative Engine Optimisation (GEO) focuses on structuring content so that AI models such as ChatGPT, Gemini and Perplexity cite it in their responses. This involves creating machine friendly metadata, structured content and cues that increase the chances of being cited.
- Answer Engine Optimisation (AEO) is designed for AI powered answer platforms. AEO uses conversational content that aligns with natural language and user intent. This is becoming crucial as forecasts suggest that traditional SEO traffic could fall by 20% – 40% by 2026.
Marketers Embrace AI Tools
The marketing industry is adapting quickly. 86% of SEO professionals already use AI tools and 58% of marketers intend to expand AI adoption within their SEO strategies (SEOPROFY). Around 40% of marketers have reported a 6% to 10 % increase in revenue after integrating AI into their SEO workflows (DemandSage).
The Strategic Imperative Moving Forward
As the world moves towards an AI first search environment, SEO must adapt in three main areas:
- Redefining success metrics from clicks to AI citations and conversions.
- Creating structured, machine readable content that directly answers user questions.
- Blending traditional SEO with AI specific optimisation to remain visible across all discovery platforms.
In conclusion, the future of SEO is not about resisting AI. It is about working with it. By embracing AI driven search, preparing for generative and answer engines, and measuring success differently, businesses can secure visibility and growth in the new search era.