The search landscape is shifting beneath our feet. What began as a curiosity—typing questions into ChatGPT instead of Google—has evolved into a measurable trend that's reshaping how consumers find information online.
The Numbers Don't Lie
According to recent research from Datos, a market intelligence firm tracking web behavior, AI-powered search now commands 5.6% of U.S. desktop search traffic. While Google and Bing still dominate with 94.4%, the trajectory tells a more compelling story: AI search has more than doubled since June 2024 (2.48%) and quadrupled since January 2024 (1.3%).
These aren't marginal gains—they represent exponential growth in a market where traditional players have held iron-clad dominance for decades. Large language models like ChatGPT, Perplexity, and others are carving out meaningful territory in one of the internet's most valuable real estate markets: the answer to user questions.
Key Insight
Among early adopters—consumers who started using LLMs in April 2024—40% of desktop browser visits now go to AI search, up from 24% just a year earlier. This is the future, arriving ahead of schedule.
Why This Matters for B2B Marketers
For decades, the playbook has been clear: optimize for Google, rank high in search results, drive traffic to your website. SEO became a multi-billion-dollar industry built on the premise that visibility in search results equals business success.
AI search threatens to upend this model entirely. Unlike traditional search engines that present a list of blue links, large language models synthesize information and present a single answer. There's no page two of results. There's often not even a link to click.
As Neil Vogel, CEO of Dotdash Meredith, puts it: "All the brands are terrified they're not going to be included in these AI answers." That fear is justified. If your brand isn't referenced in the AI's response, you simply don't exist in that user's consideration set.
The Shift in Search Intent
It's critical to understand that AI search serves different needs than traditional search. According to Datos CEO Eli Goodman, over 90% of AI searches are "informational or productivity-based"—users seeking to solve problems or answer questions rather than navigate to specific destinations.
This distinction matters. Traditional search was designed to connect users with websites. AI search is designed to answer questions directly. For B2B brands, this means rethinking how you demonstrate expertise and authority in your market.
The Rise of AI Optimization
Just as SEO emerged to help brands navigate Google's algorithms, a new wave of "AI optimization" startups is racing to help marketers adapt to LLM-powered search. These services promise to increase your brand's chances of being cited in AI responses—the new form of visibility.
But experts caution against overreaction. Andrew Lipsman, founder of Media, Ads + Commerce, compares this moment to the rise of smartphones, which prompted predictions that desktop computers would become obsolete. Desktop traffic barely budged; mobile simply became another channel to master.
The Bottom Line
AI search isn't replacing traditional search engines—it's adding another layer of complexity to an already intricate marketing ecosystem. Brands must now optimize for both.
What's Next: The Monetization Question
The next inflection point may come when AI search platforms fully embrace advertising. Perplexity has begun experimenting with sponsored searches and hired a head of advertising last year. The company even released its own web browser where AI handles all search functions by default.
OpenAI, meanwhile, maintains it has no plans for ad products—though Reuters reported the company is close to releasing its own browser. When (not if) advertising arrives in AI search, brands will face yet another channel demanding budget allocation and strategic attention.
Strategic Implications for Supply Chain and Logistics Tech
For companies in the freight, logistics, and supply chain technology space, this shift carries particular weight. B2B buyers increasingly begin their research with questions rather than company names: "What's the best real-time visibility platform for ocean freight?" or "How do I reduce dwell time at my distribution center?"
If your brand isn't positioned to be the answer to those questions—whether in Google's AI overviews or in ChatGPT's responses—you're losing ground to competitors who are. The brands that win in this new era will be those that create authoritative, comprehensive content that AI models trust and reference.
The search revolution isn't coming—it's here. The question is no longer whether to adapt, but how quickly you can evolve your strategy to meet buyers where they're increasingly looking for answers: in conversation with AI. Learn more about AI-powered marketing strategies that can help you stay ahead.