Zero-Click Search Crisis: How B2B and DTC Marketers Are Adapting to AI-Driven Changes

B2B advertisers and direct-to-consumer (DTC) brands are at a crossroads as zero-click search and AI tools like ChatGPT and Google’s AI Overviews reshape the digital marketing landscape. These changes are forcing marketers to rethink their strategies to maintain visibility and engagement in an increasingly AI-dominated search environment.

The Impact on B2B and DTC Marketing

• Amex GBT, a business travel company, has traditionally relied on paid search for lead generation. However, CMO Alisa Copeman acknowledges the need to evolve their search strategy as the customer journey becomes less predictable.
• Commercetools, a B2B commerce SaaS firm, reported a 20% decline in CTR since November 2024, attributing this to Google’s AI Overviews. Despite this, conversions remain steady, suggesting that early-stage customers are the ones most affected.
• DTC marketers, who allocate up to 20% of their media budgets to paid search, are also feeling the pinch. A 2024 survey revealed that 58% of consumers have switched from traditional search engines to AI tools, with 35.8% of Americans regularly using ChatGPT.

Adapting to the New Normal

• EGC Group, an agency working with DTC firms, has observed CTR drops of 5% on paid search and 20% on organic search for clients targeting consumers under 30. In response, they’re adjusting keyword strategies and focusing on earned media to boost visibility.
• Commercetools has revamped its website structure and content tagging to better influence AI-generated search results, introducing new metrics like “share of model” to track AI search mentions.
• Kendra Scott, a jewelry retailer, added 8,000 new AI-generated pages to its site, resulting in 27% of these pages appearing on Google’s first page and driving 5% of annual web traffic.

Long-Term Strategies

• Brand-building channels like TV, paid social, and experiential marketing are gaining traction as marketers seek to reduce reliance on search. Amex GBT’s recent brand awareness campaign exemplifies this shift.
• Performance channels are being reevaluated, with a focus on “cutting the fat” from search terms and optimizing ad copy to fit AI-driven search contexts.

The rise of AI search is not just a challenge but an opportunity for marketers to innovate and diversify their strategies, ensuring they remain visible in an ever-evolving digital landscape.