For years, affiliate marketers and brands have relied on Google search as their main traffic artery, but the digital landscape is shifting beneath their feet. As artificial intelligence (AI) becomes the first stop for more consumers, traditional search engines are sending fewer clicks to publishers. Yet, far from spelling doom for affiliate marketing or search engine optimization (SEO), this new era is prompting a wave of creativity and a renewed focus on trust, authority, and alternative traffic sources.
On January 8, 2026, Adam Riemer published an article in Search Engine Land highlighting how affiliates are adapting as Google’s AI Overviews increasingly surface affiliate content without sending traffic or clicks back to publishers. Riemer’s message is clear: “Affiliate businesses do not need to rely solely on Google and can diversify traffic sources.” His advice comes at a moment when the old playbook—relying on organic search and keywords—is being rewritten.
Backing up this shift, a new report from Eight Oh Two, cited by TechRound on January 9, 2026, found that 37% of consumers now begin their searches with AI tools rather than traditional search engines. The appeal? Many users told the agency that AI feels faster, clearer, and less cluttered by ads and endless links. In fact, 40% of users get annoyed clicking through too many links, and 37% dislike the barrage of advertisements on standard search pages. Another 33% struggle to get a straight answer from traditional search, leading them to favor AI for speed and simplicity.
But does this mean people trust AI answers uncritically? Not quite. The Eight Oh Two survey reveals that while 60% of people think AI gives better and clearer replies than traditional search, and 80% feel AI provides unbiased information, a hefty 85% still check answers elsewhere—often returning to search engines or trusted sites. Traditional search remains the go-to for product reviews, prices, news, images, videos, and health topics, where accuracy and context are paramount.
What’s emerging is a new pattern: users turn to AI for quick answers, then verify those answers elsewhere. This has huge implications for brands. As Eight Oh Two found, 47% of users say AI affects which brands they trust, and first impressions now often come from AI-generated summaries. If a brand can’t be clearly explained or differentiated by AI, it risks being ignored altogether.
For affiliates and publishers, this means branching out. Riemer points to educational platforms like Skool, which let users launch courses or build communities with flexible monetization—including affiliate links and integrated email systems. According to Semrush data from December 27, 2025, Skool sees 110,000 monthly branded searches, with 33,000 going to its login page. That’s a substantial user base and a sign of opportunities to grow a course or community using an established network.
Affiliates are also tapping into platforms like Discord, Reddit, Medium, and streaming communities. These user-generated content hubs allow affiliates to reach high-volume queries, share solutions with embedded affiliate links, funnel users to email and SMS lists, and even run banner ads in community sidebars. Hosting AMAs or interviews within these communities can build trust and expand subscriber bases—critical as search engines send fewer clicks.
Offline strategies are making a comeback, too. Riemer notes a return to traditional advertising, from TV ads and QR code links to coupon codes and affiliate links on flyers and business cards. Conference speakers and consultants are including affiliate links in presentations, while some partners even place QR codes on T-shirts—turning curiosity into clicks in high-traffic settings like airports. The offline opportunities, Riemer says, are “almost endless.”
Brands, meanwhile, are reinvesting in partner portals that promote complementary companies through affiliate links and cross-promotions. Banks advertise insurance and web hosting, web hosts recommend legal services, and food companies promote kitchen tools. Affiliates also advertise software and cashback platforms on post-checkout thank-you pages, reaching shoppers at the moment of purchase. If the brand allows it, these strategies can be especially effective.
But how does all this tie back to the rise of AI and evolving SEO? According to TechRound, experts predict that SEO in 2026 will be less about keywords and more about authority, credibility, and trust. Claudia Comtois, CEO & Founder of Alchemi Media, sees a growing emphasis on Voice SEO and video marketing content, where platforms pick up SEO signals from titles, captions, and even spoken words. “Using comments SEO is also a new trend we are seeing,” Comtois notes, as brands mine comment sections for key phrases and weave them into a web of related content.
Ivan Vislavskiy, CEO of Comrade Digital Marketing Agency, and Sasha Berson, Co-Founder of Grow Law, both stress that search engines are rewarding brands that people trust and recognize—not just those that follow technical best practices. “Quality is going to beat quantity every time,” Vislavskiy asserts, while Berson adds, “Local SEO is becoming even more important,” as AI engines lean on business profiles, reviews, and local citations.
Other experts, like Karina Tymchenko of Brandualist and Martin Cox of Postino, echo the shift toward demonstrating real expertise and building personal brands. Technical SEO remains vital, especially as AI search relies on crawlers to discover content, but the real winners will be those who can establish trust, authority, and a consistent presence across platforms.
Elie Berreby, Head of SEO & AI Search at Adorama, predicts a surge in demand for advanced technical SEO expertise as AI search brings more crawlers to the web. “Optimizing the structure of their websites and the crawlability of their content, brands get better AI visibility,” Berreby explains. Yet, he cautions against falling for hype: “SEO isn’t going anywhere. Google Search is the undisputed leader, with around 90% of the global organic search market.”
In this climate, creativity is king. As Riemer puts it, “When search sends fewer clicks, creativity matters.” Affiliates and brands must think beyond traditional platforms, seeking out new places to find traffic and ways to direct visitors to their links. The fundamentals—quality content, clear website structure, and a strong presence across the web—remain as important as ever, but the tactics are evolving fast.
As AI reshapes how people discover and trust brands, those who adapt—by diversifying traffic sources, focusing on authority, and embracing new platforms—will be best positioned to thrive in the years ahead.
