In a rapidly evolving digital landscape, advertising companies are racing to ensure that brands appear prominently in the responses generated by AI chatbots like OpenAI's ChatGPT and Anthropic's Claude. This shift marks a significant change in how brands approach search engine optimization (SEO), as users increasingly turn to AI for information instead of traditional search engines like Google.
Leading US advertising technology firms, including Profound and Brandtech, have developed innovative software designed to track brand visibility on AI platforms. This new trend is driven by a growing number of internet users who prefer generative AI for their online searches, a move that poses a long-term threat to Google's search dominance.
Brandtech has introduced a product called "Share of Model," which allows brands to analyze their presence in AI-generated responses and provides guidance for optimizing their website content for AI searches. Meanwhile, Profound, which recently secured $3.5 million in funding from Khosla Ventures, offers a data analysis platform that helps brands monitor popular questions within their industry.
A study by Bain revealed that a staggering 80% of consumers now rely on AI-generated results for at least 40% of their searches, leading to a 25% decline in organic web traffic. This trend is alarming for traditional search engines, as around 60% of searches now conclude without users clicking on any websites.
Despite these challenges, Alphabet, Google's parent company, reported a nearly 10% increase in search and advertising revenue, totaling $50.7 billion in the first quarter. However, the company remains vigilant about signs that its new Gemini chatbot and AI summaries might be eroding search revenue by reducing ad clicks.
Adam Fry, head of search at OpenAI, noted that users are asking more detailed questions than ever before, such as "find a quiet restaurant for a family of five in New York" instead of simply searching for "restaurants in New York." This shift indicates that chatbots like ChatGPT offer a level of intelligence that goes beyond traditional search capabilities.
In response to the growing integration of AI in digital tools, Dropbox has also announced a significant upgrade to its AI search tool. Originally launched in June 2023, Dropbox Dash enables users to quickly search for data stored on the platform. The latest update, rolled out on April 24, 2025, enhances Dash with AI capabilities that not only expedite information retrieval but also improve how users interact with their data.
The new version of Dropbox Dash can aggregate relevant information from stored documents based on user requests. For instance, users can inquire about the main points from last month's customer research, and Dash will analyze reports, meeting minutes, and other relevant exchanges to provide a concise summary in mere seconds.
Moreover, Dash can assist in creating initial drafts for plans by automatically compiling information from strategic documents, campaign timelines, and budget details, thereby saving users considerable time and effort.
In addition to summarizing text, the updated Dash allows users to search for various content types, including images, videos, and audio files. This capability extends to locating information hidden within multimedia content, a feature that traditional search tools have struggled to provide.
As major tech companies like Google and Microsoft continue to integrate AI features into their services, startups such as ClickUp and ReadAI focus on developing AI-integrated tools that enhance search functionality. This trend underscores a broader shift in the digital landscape, where companies must adapt to the increasing reliance on AI for content creation and information retrieval.
James Cadwallader, co-founder of Profound, likened the current state of search to a pivotal moment in the music industry, stating, "Traditional search used to be one of the biggest monopolies in internet history. For the first time, it seems the dominance of traditional search is cracking. This is akin to the music industry transitioning from CDs to streaming."
As the landscape of online information continues to evolve, brands must navigate the complexities of AI-driven search to maintain their visibility and relevance. The strategies employed by advertising firms and tech startups will play a crucial role in shaping the future of digital marketing and information retrieval.
In conclusion, as AI chatbots gain traction among users seeking information, the advertising industry is responding with innovative strategies to ensure brands remain visible in this new search paradigm. The integration of AI into tools like Dropbox Dash exemplifies the ongoing evolution of digital services, as companies strive to meet the demands of a changing market.
