Why Consumers Are Clicking AI Search Links—And What It Means for Marketers?

A recent report from Modern Retail has shed light on an evolving trend: consumers are increasingly clicking links provided in AI-driven search tools like ChatGPT and Google Gemini, leading to a noticeable impact on website traffic and sales. Brands are finding that AI-generated recommendations are reshaping how consumers discover products online, signaling a shift in digital marketing strategies.

What Brands Are Observing?

Brands across industries are noticing a surge in website traffic originating from AI-assisted search results. For instance, Viv, a period care brand, experienced a remarkable 400% increase in website traffic. The company attributed this spike to AI tools recommending their blog content on product safety following a study in Environment International highlighting the presence of harmful heavy metals in popular tampon brands. This exposure not only increased website visits but also resulted in a 436% surge in sales.

According to Kelly Donohue, Viv’s marketing director, the key to gaining AI search visibility lies in creating comprehensive, well-sourced, and educational content that directly answers users’ queries. She notes that AI platforms prioritise content with substantial context, credible sources, and informative backgrounds over keyword-heavy articles.

“These AI tools are specifically scraping through content, but looking for more than just keywords. They’re looking for a cohesive response that they can give to people that includes context, sources, and background.” — Kelly Donohue

Viv’s strategic approach to content creation focusing on transparency and education paid off, with their tampon inventory selling out six months’ worth of stock in just three weeks due to AI-powered recommendations.

Other Brands Report Similar Trends

The adaptive apparel brand Joe & Bella also experienced a significant boost in traffic and sales during the holiday season. Specialising in clothing for older adults and individuals with mobility challenges, the brand saw unexpected growth in visits from ChatGPT users.

Jimmy Zollo, Joe & Bella’s co-founder and CEO, expressed surprise at the source of the new traffic:

“I don’t really know how or what they would have typed or asked ChatGPT to have found us over the holidays.”

Zollo speculated that their investment in SEO and blog content with targeted keywords such as “adaptive clothing” played a role in their discovery by AI tools. The company now aims to better understand how to optimise content for AI-driven searches.

Key Takeaways for Marketers

The rise in AI-driven traffic presents both opportunities and challenges for marketers. Unlike traditional search engines, AI tools prioritise high-quality, informative content over keyword stuffing.

Dan Buckstaff, chief product officer at Spins, likens this period to the early days of SEO:

“Similar to 15 years ago when we were questioning how SEO worked, we’re left with questioning how brands can benefit from AI environments.”

Brands looking to capitalise on AI-driven search should focus on the following strategies:

• Creating Informative Content: Content that answers real user questions with depth and credibility is more likely to be recommended by AI.
• Using Structured Data: Properly structured and well-organised content increases the chances of being recognised by AI systems.
• Focusing on Educational Material: AI tools favor content that provides value beyond mere promotional material.

Looking Ahead

The trend of consumers clicking on links in AI-generated search results is expected to continue growing, particularly among younger audiences such as Gen Z, who are increasingly relying on AI for product discovery.

Viv’s marketing team has recognised this shift and is adapting their content strategy accordingly. As Donohue points out:

“These searches are top of mind for us now, and the way we’re writing our blogs and the content on our website can play a huge part in people finding us through AI tools.”

For businesses looking to stay ahead, the focus should be on creating straightforward, educational content that aligns with AI search algorithms. With AI tools like ChatGPT and Google Gemini continuously evolving, brands must stay agile and adjust their content strategies to maximise visibility and drive sales.

Conclusion

Consumers are indeed clicking on links provided by AI search tools, offering brands new opportunities to drive traffic and sales. The shift towards AI-driven search highlights the importance of high-quality, educational content that meets the needs of consumers. As AI continues to redefine online discovery, businesses must adapt to ensure they are positioned for success in this new digital landscape.