The Rise of Zero-Click Searches: How AI is Reshaping User Behavior
Zero-click searches are at an all-time high. Learn how AI-powered answers are transforming user behavior and what this shift means for digital visibility.
The way people search for and consume information is undergoing its most dramatic transformation in decades. Traditional search engines once funneled users from a query to a list of blue links, driving traffic directly to websites. Today, that model is rapidly being replaced.
With the rise of AI-powered overviews, conversational assistants, and answer engines, users are no longer required to click through to external sites. Instead, they receive instant, context-rich answers directly within the search interface. This shift has given rise to what are known as zero-click searches—interactions where the query begins and ends on the results page.
Recent data highlights how significant this change has become:
- By May 2025, nearly 69% of all global searches were zero-click, up from 56% just two years earlier.
- Google’s search traffic dropped by 7.91% between 2023 and 2024, marking the first major decline in decades.
- Gartner predicts that by 2028, brands could lose up to 50% of their organic traffic if they do not adapt to AI-first search.
For businesses, marketers, and SEO professionals, this is more than a trend—it represents a fundamental rewiring of user behavior. The question is no longer how to rank first in search results, but how to ensure your brand is visible within the answers AI delivers directly to users.
What Are Zero-Click Searches?
Zero-click searches occur when users get the information they need directly from the search results or AI-powered summaries—without ever clicking on a website. Once considered a niche behavior, zero-click interactions are now becoming the dominant form of search consumption.
Why Zero-Click Searches Are Increasing
The explosion of AI-driven tools has fundamentally changed how people consume information. Traditional search engines like Google are integrating AI overviews, while conversational AI platforms such as ChatGPT and Gemini deliver instant, citation-based answers.
The Role of AI Overviews and Answer Engines
- By May 2025, 69% of global searches were zero-click, up from 56% in 2023.
- Google’s AI Overviews and ChatGPT’s conversational answers mean users no longer need to leave the results page.
- Platforms like Perplexity have normalized direct-answer behavior, reducing reliance on traditional websites.
Decline in Organic Traffic
- Google’s global search traffic dropped by 7.91% between 2023 and 2024.
- Gartner predicts organic traffic could decline by 50% by 2028 as AI continues to dominate the “last mile” of search.
- This signals a structural shift: clicks are no longer the main measure of visibility.
How AI Is Changing User Behavior
User intent and expectations are shifting in real time:
- Instant gratification: users now expect precise, contextual answers without extra navigation.
- Conversational queries: the average U.S. query length reached 3.4 words in 2025, with long-tail, natural language queries doubling since ChatGPT’s launch.
- Trust in AI responses: instead of browsing multiple sources, users increasingly accept AI summaries as authoritative.
What This Means for Brands and Marketers
The rise of zero-click searches does not signal the end of visibility—but it does require a redefinition of strategy.
From Rankings to Citations
In the zero-click era, being “ranked first” is no longer enough. Brands must aim to be cited in AI-generated answers by ensuring their content is structured, authoritative, and verifiable.
The Power of Structured Data
Schema.org markup and structured content help AI engines interpret and present brand information accurately. Without it, content risks being overlooked by answer engines.
Building Authority for AI
AI models favor brands that consistently publish data-rich, reliable, and transparent content. Authority is no longer measured solely by backlinks but also by AI trust signals.
A New Era of Visibility
Zero-click searches mark a turning point in digital behavior. Users are no longer just searching; they are conversing with AI. Brands that embrace AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) will thrive by ensuring their presence in AI-driven answers. Those that fail to adapt risk disappearing from the customer journey entirely.
For businesses aiming to stay ahead in this shift, monitoring how brands appear in AI-driven results is now essential. Brantial offers advanced AI visibility monitoring solutions to help you understand and optimize your brand’s presence across answer engines and generative platforms.