A sharp drop in website traffic is highlighting how quickly online search behaviour is changing, with artificial intelligence now reshaping how people find information. One major marketing platform recently saw visits fall by around 140 million in a year, driven largely by the growing use of AI tools.

Instead of clicking through multiple search results, users are increasingly getting direct answers from AI systems. This shift is also reflected in search engines, where AI-generated summaries appear at the top of results, reducing click-through rates by as much as 60 to 70 per cent.

In response, businesses are adapting their digital strategies. A growing focus is being placed on Answer Engine Optimisation, a method aimed at ensuring content is referenced by AI tools rather than simply ranking on traditional search pages. This involves creating more targeted, clearly structured content that matches the way users now ask longer and more detailed questions.

Companies are also restructuring websites into smaller, more accessible sections that AI systems can easily interpret. Rather than long product pages, content is being broken into concise explanations, guides and frequently asked questions.

While overall traffic may decline, AI-driven visitors are often more likely to convert. This suggests that although fewer users are reaching websites, those who do arrive are better informed and closer to making a purchase.