The video explains that despite the hype around AI search tools like ChatGPT and Gemini, traditional search engines—especially Google—still dominate web traffic, with AI-driven search accounting for less than 1% and showing slower growth. It emphasizes that businesses should continue prioritizing traditional SEO and Google optimization while keeping an eye on emerging AI search trends, as AI tools currently supplement rather than replace existing search behaviors.
The video discusses the current state and future of AI search, particularly in the context of the hype surrounding generative engine optimization (GEO) and answer engine optimization (AEO). While there is significant buzz about AI search tools, the speaker cautions against relying solely on them. Data shows that traditional search engines, especially Google, still dominate the landscape, with AI-driven search accounting for less than 1% of total traffic. Although AI search traffic has grown slightly from 2024 to 2025, it remains a small piece of the overall puzzle.
The speaker highlights that click-through rates from AI search results are lower compared to traditional search. People are spending more time reading AI-generated overviews on Google, but this does not necessarily translate into more visits to external websites. Recent data suggests that Google’s AI overview feature peaked in January and has since declined, particularly for informational queries. Google is now more selective about when to display AI overviews, removing them for queries where users do not engage, which may lead to a slight increase in click-through rates in the future.
ChatGPT and Gemini are identified as the two dominant AI tools in the search space, with Gemini starting to catch up to ChatGPT. Other AI tools are not experiencing significant growth. The adoption rate of these tools is slowing, indicating that while more people are using them, the pace of new user acquisition is decreasing. This trend suggests that Google will likely remain the dominant force in search, with AI tools serving as supplementary resources rather than replacements.
Interestingly, the use of AI tools like ChatGPT appears to increase, rather than decrease, the frequency of Google searches. Users who engage with ChatGPT tend to perform more searches on Google afterward, indicating that AI tools are becoming additional stops in the broader internet ecosystem rather than direct competitors. The speaker draws a parallel to Facebook’s introduction of search, which did not replace Google but simply added another layer to how people navigate the web.
Finally, the video addresses the misconception that SEO and blogs are dying. In fact, blog readership is increasing, and SEO remains a vital strategy. While it is important to prepare for the future by optimizing for AI search, businesses should not neglect the significant traffic and revenue still generated by Google. The key takeaway is to balance efforts between emerging AI search opportunities and the proven effectiveness of traditional SEO.