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AI and the Future of Visibility

AI and the Future of Visibility

80% of consumers now turn to AI-generated answers for at least 40% of their searches.

Kieran Ryan
May 02, 2025

TODAY’S STORY

Landing the top spot on Google was once the gold standard for online visibility, but today, AI chatbots are reshaping how we search for and discover information.

Ramp, Indeed, and Eight Sleep are among the companies now paying Profound, a startup that tracks how often brands appear in AI-powered platforms like ChatGPT, Claude, and Google’s Overviews.

While it’s still early days, a brand’s performance in AI-driven search results is becoming increasingly important to business outcomes.

According to Bain, 80% of consumers now turn to AI-generated answers for at least 40% of their searches
Bain also found that 60% of searches now end without a single click, underscoring the importance of brands appearing directly in AI-generated summaries

However, the rise of AI chatbots doesn’t spell the end of traditional search. Instead, most AI tools build on top of web search, using large language models like ChatGPT to add an additional layer of intelligence and synthesis to standard search results.

And so, despite the growing influence of AI, traditional search remains strong: Google’s parent company, Alphabet, reported that its core search and advertising business grew nearly 10% year-over-year, reaching $50.7 billion in the first quarter.

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Kieran & Justin Ryan