22/06/2026
More people search with ChatGPT instead of Google. What does it mean for businesses?
A few years ago, the customer journey usually started with Google. Today, things are changing. More and more people ask questions directly to ChatGPT, Gemini, Perplexity, and other AI tools.
According to Gartner, traditional search traffic may decline by 25% by the end of 2026. And already today, 37% of active AI users start their search with generative AI systems instead of search engines.
This means that traditional SEO is no longer enough. In the past, businesses competed for a place in Google search results. Now, what matters is whether your business will be recommended by AI.
What should businesses do now?
• Create content that AI can quote. Focus on: useful articles, guides and how-to content, case studies, research and statistics, answers to common customer questions.
• Build your presence on expert platforms. AI systems analyze information from many sources. That is why it is important to be present where expertise is built and shared, such as: LinkedIn, YouTube, industry websites, blogs and case studies.
• SEO is not disappearing, but its role is changing. Today, it is not only about ranking high in search results. It is also about building digital authority that is trusted by both people and AI systems.
What does this mean for businesses?
• We are at the beginning of a new era of search.
• In the coming years, the competition will not only be for the first position in Google, but also for the chance to be recommended by artificial intelligence.
• Companies that start adapting today will gain an advantage over those that wait.
