Adapt or Disappear: How AI is Killing Clicks and What Marketers Must Do in 2025

by Tom Snyder on Feb 20, 2025

A year ago, we tackled the growing reality of zero-click searches and how businesses could still capture value despite declining click-through rates. Back then, Google’s SERPs were shifting towards keeping users on the results page with features like Featured Snippets, Knowledge Panels, and People Also Ask.

Fast-forward to today, and AI has kicked that trend into overdrive.

The Data: AI-Powered Search Is Changing the Game

Recent studies show that nearly 59% of Google searches in the U.S. now end without a click, according to a 2024 study by Rand Fishkin of SparkToro. But it’s not just traditional zero-click elements driving this shift. Google’s AI Overviews and other generative AI search features are fundamentally reshaping how users interact with search engines. Instead of clicking through to a website for answers, searchers are increasingly getting what they need directly from AI-generated summaries.

For businesses that have relied on organic traffic, this isn’t just an inconvenience—it’s a tectonic shift in strategy. The question isn’t just “How do we rank?” anymore. It’s “How do we still get in front of our audience?”

The New Reality: What This Means for Your Search Strategy

With AI answering more questions directly in the SERPs, traditional SEO playbooks are evolving. Keywords and rankings still matter, but they’re no longer the sole drivers of organic success. Marketers need to rethink their approach in three key ways:

Optimizing for AI Overviews – Just like we used to chase Featured Snippets, now we have to ensure our content is structured, authoritative, and credible enough to be cited by AI models. AI doesn’t just pull from top-ranked pages. It favors clear, well-organized, and trustworthy sources.
Shifting to Engagement Metrics – Click-through rates are declining, but brand visibility isn’t. Even if users don’t click, they still see your brand in AI-generated answers. That means branding, authority, and high-quality content are more important than ever.
Emphasizing Multi-Channel Presence – If search isn’t delivering the same traffic volume, brands need to diversify. That means investing in direct engagement channels like email marketing, social media, and even owned AI-powered chatbots to meet customers where they are.

How Trivera’s Approach Has Evolved

This isn’t theoretical for us. As an agency that has spent the past few years deeply integrating AI into digital marketing, we’ve seen firsthand how this shift is playing out. Marketers need to go beyond just adapting to AI. We must learn how to leverage it. Here are 3 ways we've done just that:

AI-Driven Content Strategy – We’ve adjusted our content creation process to ensure our clients' content is AI-friendly, structured for natural language processing, and positioned to be cited in AI Overviews.
Beyond Rankings: Visibility & Authority – SEO alone is no longer enough. Our strategy now focuses on brand presence across multiple touchpoints-search, social, direct outreach, and AI-enhanced engagement.
Harnessing AI for Competitive Advantage – Instead of fighting AI, we’re using it. From AI-powered tools (like our Webster) to predictive analytics that inform smarter marketing decisions, we’re making sure our clients benefit from these advancements rather than getting left behind.

Why Now Is the Time to Adapt

Ignoring these shifts isn’t an option. Brands that cling to old SEO strategies without adjusting for AI’s influence will continue to see diminishing returns. Those who adapt will stay ahead of the curve-and ahead of the competition.

Trivera has always been at the forefront of digital marketing innovation. We were there when search engines first disrupted marketing, when mobile changed user behavior, and when social media reshaped engagement. Now, as AI redefines how customers find and interact with brands, we’re leading the charge once again.

If your marketing strategy still relies on clicks as the primary success metric, it’s time to evolve. The next era of digital marketing is here, and we’re ready to help you navigate it.

Let’s talk about how AI-powered search is impacting your business-and how we can make sure you come out ahead.

About Tom Snyder

Tom Snyder - Trivera Tom Snyder, founder, president and CEO of Trivera, a 28-year-old strategic digital marketing firm based in suburban Milwaukee. Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations reinforce their brands by taking full advantage of digital and web technology as powerful tactics.