The internet isn’t what it used to be – and no, we’re not just getting old.
The truth is, how people find things online has shifted dramatically in just the past few months. We’ve gone from typing into Google like it’s an oracle to asking AI-powered tools to do the heavy lifting for us. And guess what? Your audience is doing the same. If you’re still hanging your hat on Google rankings alone (which means you also ignored my Google Love Is Blind blog), this is your wake-up call. The way people search, shop, and show up online is changing – and if your marketing doesn’t flex with it, you’ll miss the boat (and the bookings).
Between July 2024 and February 2025, retail sites experienced a 1,200% increase in traffic from generative AI sources.
Changing Internet Habits
The New Pathways to Acquisition
Six months ago, Google might’ve been your best friend. But today? That friend is distancing themselves a bit, and chances are you didn’t even know! With traffic from AI chatbots and tools increasing tenfold (yes, ten), it’s no longer just about who’s ranking on page one of Google.
Platforms like TikTok and ChatGPT are becoming discovery engines in their own right. That means people might never see your homepage, let alone browse it as you expected.
If your acquisition strategy hasn’t evolved beyond “throw up a blog and cross your fingers,” now’s the time to get serious.
Approximately 25% of Britons have used AI for online shopping, a figure expected to rise to one-third.
GET CAUGHT UP
Rethinking Marketing Metrics in the Age of AI
Still measuring success by page views and bounce rates? That’s like judging a dinner party by how many people walked through the front door, without checking if anyone stayed for pudding. The touchpoints are murkier with customers discovering you through AI tools, aggregators, and social platforms. Not worse – just different.
Your KPIs need to catch up. That might mean tracking mentions, referral spikes from AI tools, or the wild card: dark social.
It’s not about ditching data; it’s about choosing smarter metrics that actually tell you what’s working.
The Dual Impact of AI
Opportunities and Challenges
AI is the most significant shift in digital marketing since… well, the internet. On one hand, it’s helping businesses personalise at scale, support content creation to streamline processes, and save serious cash on automation.
On the other hand, it’s a minefield of mistrust, job worries, and (let’s be honest) mediocre content (in most cases).
People are smart – they can spot a soulless sales message from a mile off.
So if you’re using AI, do it wisely. Keep your voice, your values, and a human in the loop. Because people still buy from people, even when a bot makes the intro.
Want To Know How?
Discover how to use AI to transform, not trash, your marketing strategy.
A New Era
AI Overviews, Gemini and the New Face of Search
Google I/O 2025 has made one thing clear: search is no longer limited to blue links and ten results per page. AI Overviews now sit at the top of many queries, summarising the best answers without needing a user to click through.
Gemini is being baked into Android and Workspace, offering contextual support and proactive discovery. That means your audience could encounter your brand in a document, a calendar suggestion, or via a voice prompt, not just in search.
And discovery isn’t just text-based. Google is pushing visual, voice, and real-world object inputs to support multi-modal search. From humming a tune to snapping a photo, users are finding information in new ways, which means your content strategy must include image optimisation, video explainers and voice-friendly copy too.
This is about being found in context, not just in search. If you’re not preparing your content for AI to understand, summarise and surface it confidently, your audience might never get the chance to click through in the first place.
get ahead of the game
Actionable Steps for Businesses
This is not the time to panic; it’s time to pivot.
Start by figuring out where your audience is now. Are they hearing about you on TikTok? Asking ChatGPT for options? Then make sure you’re showing up there, in the right way.
Use AI to streamline the boring stuff (emails, admin, analytics), and free up your humans to do what they do best: build relationships, get creative, tell stories, and add that all-important brand flavour. And please, get your team up to speed, and recognise that it isn’t a one-and-done update.
It’s a new way of doing business, and the companies that adapt will absolutely win.
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Evaluate current customer acquisition channels and identify emerging platforms influencing your audience (is ChatGPT showing up in your analytics yet?).
Adjust marketing strategies to align with new consumer behaviours.
Create content that will be found by AI prompts, either directly in search or via AI engines.
Optimise your content for AI overviews and multi-modal discovery tools.
Brush up on the ethical use of AI, data privacy, and how to avoid biases.
Do not use OpenAI when handling sensitive, embargoed or personal information.
Recognise that you might not get it right all the time and be prepared to be accountable and take action when you don’t.
nothing stands still
Embracing the Digital Evolution
Digital isn’t standing still, and neither should you. Whether you love AI, loathe it, or don’t quite understand it, it’s already reshaping your customers’ online behaviours.
The businesses that bury their heads in the sand will find themselves outpaced by those who tweak, test and take the leap.
Yes, AI is a powerful tool, but humans are irreplaceable storytellers, strategists, and connectors. The best content comes when we combine AI’s speed and scale with the insight, creativity, and judgement only the best people can bring.
Want To Get Ahead With AI?
You don’t have to overhaul everything overnight, but you do need to start somewhere. Because the internet isn’t waiting. And neither are your customers.
Book a chat to discover how your marketing strategy can work with AI, not against it.
