While AI searches currently drive less than 1% of traffic to most websites (Source: Glenn Gabe, June 2025), there’s no denying that the use of AI tools, such as ChatGPT, has grown considerably. AI chatbots and search tools have clocked up over 55.2billion visits in the 12 months to March 2025 (source: One Little Web).
It’s not an ultimatum.
The first thing we need to acknowledge is that while outbound traffic from AI searches or chats is low, their purpose is very different from that of search engines.
While people debate how AI is affecting Google, the reality is that both will coexist, and One Little Web’s analysis suggests that AI isn’t replacing search engines, at least not anytime soon.
People use AI chatbots to find information, solve problems, or get ideas.
For example, you might use ChatGPT to compile a shortlist of SUV models under $70,000 in Australia and then prepare a comparison of features.
Afterwards, you could use Google to learn more about the make, model, pricing, and promotions.
Finally, Google Business Profiles will help you evaluate dealers’ customer reviews and direct you to the nearest showroom.
The risk for brands here is that if their brand, product or service doesn’t appear correctly, consistently or positively, they could actively lose out to sales further down the track.
In the same way brands ignored SEO decades ago, those who fail to pay attention to their AI visibility today may be at a disadvantage for years to come.
Risk 1: Lost visibility
AI searches and chatbots specialise in providing answers and are designed to keep the user on their platform, rather than diverting traffic or people to external websites. So, links are often not visible or difficult to find.
If your brand isn’t included in those answers, you risk being invisible to your future customer or client.
AI Visibility Reporting will help you identify areas where you’re missing opportunities and track your share of voice compared to your competitors.
We break this down by specific prompts and AI tools, so you can evaluate your visibility across Google’s AI Overview, ChatGPT, Gemini, Perplexity and Claude.
Risk 2: Misrepresentation
AI platforms generate their answers on the information that they can find. However, that information can be outdated, incomplete, inaccurate or completely false. When this happens, your brand suffers.
Whether that’s through sharing incorrect pricing, outdated competitor comparisons, or pulling negative reviews and using them as a core brand descriptor, the damage could be difficult to undo if the AI answers incorrectly.
Being able to identify these gaps and act on them is therefore critical.
AI Optimisation will ensure content, messaging and technical SEO are aligned, so AI presents you accurately.
Risk 3 Missed traffic (and revenue)
Currently, AI search is designed to reduce clicks and therefore instant traffic to your website, as users should be able to get the answer they need without visiting your site.
That aside, if you’re not included in that answer, you lose the opportunity to be considered. And with that comes shrinking brand awareness and sales pipeline.
Unfortunately, if your future customer has another brand in mind, thanks to AI search, it doesn’t matter how well you rank organically on search engines such as Google. Because if they are searching for another brand, you’re unlikely to get a look in.
The cost of standing still
While AI is a hot topic in many fields and many businesses grapple to use it, only a few are trying to ensure they are included within it. Those who take AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) seriously today will likely have a competitive advantage tomorrow.
Book your AI Visibility Audit to see where your brand stands and begin working towards being part of the answer.
