Google Holds the Crown, AI Redefines Clicks, and CTV Levels the Field
Google Still Reigns Over AI Search
ChatGPT may be popular, but users aren’t leaving Google behind.
What's New:
Similarweb data shows ChatGPT users still rely heavily on Google. In August, 95.3% of ChatGPT users also visited Google, while only 14.3% of Google users visited ChatGPT. Total visits: 5.8B (ChatGPT) vs. 83.8B (Google). Search Engine Land
Why It Matters:
Google remains the starting point for discovery and conversions, commanding more than 14x the traffic of ChatGPT. AI tools are growing but act more as complementary research channels than replacements.
Keep investing confidently in Google Ads, SEO, and local search. Right now, Google is still where users go to act. Keep a close eye on agentic search—when AI tools start completing actions, the equation may shift.
Publishers Push Back on Google’s AI Overviews
A lawsuit highlights the shifting value of clicks in search.
What's New:
Why It Matters:
AI Overviews often give answers without driving traffic, meaning “clicks” don’t capture the full value of a brand’s content. Research shows that nearly 50% of search queries on Google now surface an AI Overview, reducing opportunities for site visits.
Traffic can no longer be the only measure of success.
Marketers should:
Measure visibility in both SERPs and AI engines.
Optimize website content for clarity and parsability so AI can cite it.
Track brand mentions and citations as new signs of authority.
Build direct channels like email and community to reduce reliance on search visits.
Apply differentiated strategies for commercial vs. informational queries—prioritizing traffic capture where high-intent demand still exists, and optimizing for visibility and authority where AI summarization dominates.
TV Ads Open Up for Smaller Brands
AI-powered tools make connected TV advertising more accessible.
What's New:
Media giants like Comcast and Roku are rolling out AI-driven self-serve platforms for connected-TV ads. These tools cut the cost and complexity of producing and placing TV campaigns. Wall Street Journal
Why It Matters:
AI is leveling the playing field. Connected TV ad spend is forecast to grow 17% in 2025, topping $30 billion, and small and mid-sized businesses can now access tools once reserved for big brands.
This is a big opportunity for mid-market marketers. Start carving out a test budget now—early adopters will secure stronger inventory, sharper learnings, and better returns. But don’t evaluate CTV through the old lens of click-based attribution; that tool is increasingly unreliable. Instead, measure its incremental impact—the contribution CTV makes to quality leads and revenue that wouldn’t have happened otherwise. For mid-market brands, Connected TV is still underutilized, which means it has room to drive outsized incremental gains compared to saturated channels.
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