From Clicks to Conversations: How AI Is Rewriting the Rules of Digital Marketing

From Clicks to Conversations: How AI Is Rewriting the Rules of Digital Marketing

The digital marketing landscape is undergoing a major transformation. What was once a game of winning clicks on search engines is now evolving into a battle to be mentioned — thanks to the growing influence of generative AI tools like ChatGPT.

This shift was spotlighted when Apple’s senior VP of services noted that Safari web browsing had declined for the first time in two decades, attributing the drop to users turning to large language models (LLMs) instead. While Google denies any dip in its search engine usage, saying query numbers are still rising, recent trends suggest that generative AI is quietly reshaping consumer behavior.

A study by Datos found that from late October to mid-January, Amazon.com was the top domain referred by ChatGPT’s search-enabled interactions, accounting for over 9% of outbound traffic. Overall, e-commerce sites received around 12.65% of this traffic, trailing news (21.42%) and academic sources (17.81%).

This subtle shift in user behavior is changing how marketers approach visibility. Traditional SEO tactics — keyword stuffing, optimizing page load times, and ensuring mobile responsiveness — are no longer sufficient on their own. Now, brands must ensure their name appears in the content that AI models absorb and analyze. That means focusing on third-party mentions across platforms like Reddit, X (formerly Twitter), and blogs.

“Until recently, digital marketing was all about winning the clicks. With the rise of LLMs, it’s now all about winning the mentions,” said Yaron Litwin, CMO of the parental control app, in a statement to Fortune.

This shift demands a deeper integration of AI tools into marketing strategies. For instance, running shoe shoppers no longer browse a list of links. Instead, they engage in a conversation with an LLM that suggests products based on their specific needs — whether it’s cushioning for marathons or grip for trail runs.

Although the traffic driven by ChatGPT isn’t massive yet, marketers are preparing. “No alarm bells have gone off,” said Erik Huberman, CEO of Hawke Media, “but we know it’s coming, so we’re prepping for it.” Hawke Media is already collaborating with Gumshoe, an AI firm that helps marketers analyze how AI models perceive and describe their brands.

Christine Wetzler, president of Pietryla PR & Marketing, pointed out that credibility is now shaped beyond a company’s website. “Brand storytelling” — through articles, blogs, and real customer reviews — has become essential in influencing how LLMs portray businesses.

Lauren Petrullo, CEO of Mongoose Media, summed it up best: “This is your new digital billboard. If your company isn’t correctly represented, AI will fill in the blanks — often inaccurately.”

As AI increasingly mediates the customer journey, marketers must evolve to ensure they remain not just clickable, but conversationally relevant.