The End of Browsing: Why Consumers Talk to AI Instead of Visiting Your Site

by impaca.ai team

For nearly three decades, digital marketing revolved around one central question:
“How do we get people to our website?”

But in 2025, that assumption is breaking down. Instead of browsing Google results, opening tabs, and scanning pages, consumers are increasingly turning to AI-driven answer engines — ChatGPT, Gemini, Perplexity, and Google’s AI Overviews — to get what they need.

The new reality: people are no longer browsing. They’re conversing.

The Consumer Shift

1. Frictionless convenience
   Typing a query into Google and scanning 10 links feels slow compared to asking a single question and getting a synthesized answer in seconds.

2. Trust in AI curation
   Surveys show that more than 70% of Gen Z and Millennials now trust AI summaries as much as traditional search results, particularly for “how-to” and product-related queries.

3. Mobile-first behavior
   On small screens, long results pages are cumbersome. Conversational AI feels native: one answer, swipe down, move on.

4. Task-oriented use
   Instead of “surfing,” users are treating AI like an assistant. “What’s the best protein powder for runners?” or “Summarize the key tax benefits for freelancers in 2025.” These aren’t exploratory queries — they’re requests for action.

What This Means for Websites

This doesn’t mean websites are obsolete. But their role is changing:

• From destination to source. Instead of being the final stop, your content becomes raw material for AI answers. If you’re cited, you win visibility. If you’re invisible, you’re erased.

• From clicks to mentions. You may no longer measure success by sessions in Google Analytics. Success now means being named, quoted, or referenced inside the AI answer layer.

• From funnel to shortcut. AI compresses the buyer journey. A user who once clicked three blog posts before requesting a demo might now see your brand cited once and jump straight to outreach.

Strategic Implications for CMOs

1. Redefine brand visibility
   If your dashboard is only measuring website traffic, you’re already behind. Visibility in AI answers is a new KPI.

2. Invest in GEO (Generative Engine Optimization)
   SEO alone is no longer enough. Brands need to track where and how they appear inside ChatGPT, Gemini, and Perplexity — and optimize content to increase those appearances.

3. Shift content priorities
   Content must be structured for AI consumption: clear answers, FAQs, authoritative signals, schema markup, and strong brand context.

4. Rethink attribution models
   Traditional “click-based” attribution misses AI-driven discovery. CMOs must start treating AI mentions as upper-funnel awareness events, even when no clicks occur.

Numbers That Prove the Shift

• Google’s AI Overviews: Early studies show that when an AI Overview appears, CTR on the #1 organic result drops by ~34%.
• Perplexity usage: Monthly active users doubled from 10M to 22M in 2025, a sign that consumer adoption is accelerating.
• Bain & Dynata survey: 80% of consumers rely on AI-generated answers for at least part of their decision-making journey.

These numbers point to one conclusion: the browser era is fading, and the AI assistant era is rising.

What This Means for impaca

At impaca, we help brands navigate this new reality. By tracking GEO data — how, when, and where your brand appears in AI-generated answers — we close the gap between invisible influence and measurable strategy.

Websites will remain important, but they’re no longer the front door. The conversation is. And if you’re not part of the conversation inside AI engines, you’re missing the market’s next big shift.

Bibliography

• Bain & Dynata Generative AI Consumer Survey, 2024: “80% of consumers rely on AI summaries.”
• Arekibo, 2025: “AI Overviews – Why Impressions Are Up, But Clicks Are Falling.”
• BusinessOfApps, 2025: “Perplexity Revenue and Usage Statistics.”
• Edelman Trust Barometer, 2025: Gen Z trust in AI vs traditional media.