Today, every search reflects a radical transformation. The most visible change lies in AI Overviews: Google’s AI-generated summaries, powered by Gemini, which now dominate the top of search results. It’s no longer about guiding you to the answer, but about giving it to you directly.
This marks the arrival of the “Zero-Click Internet”. If you get the solution in the first AI box, why click on a link? Web traffic —the currency that has sustained the digital ecosystem for two decades— is evaporating. Millions of business models built on organic traffic monetisation are seeing their foundations shaken.
If your digital strategy still depends on Google’s organic traffic, it’s time to reinvent it from scratch. Traditional SEO is no longer enough; you must think about how to deliver value directly within the platforms that capture users’ attention.
Strategic self-cannibalisation: Google’s plan to stay alive
The question is obvious: why destroy such an incredibly profitable business model? The answer is simple: survival. Google had no other choice.
User behaviour, especially among younger generations, had already changed. You no longer “Google” a tutorial; you search for it on TikTok. You don’t read an article for a summary; you ask ChatGPT. Google faced an existential dilemma: either kill its own search engine before competitors made it irrelevant, or risk becoming the next Yahoo!
It chose self-disruption. While companies rush to adapt to this new paradigm, Google is already redefining its monetisation model, integrating “intelligent” ads and recommendations directly into AI-generated answers. The goal is no longer for you to click an ad, but for the AI itself to recommend a paid product or service.
The future is here: welcome to the execution engine
This transformation goes far beyond offering summaries. The next step —already underway— is to turn Google into a true task or execution engine. Let’s bring it into your professional world.
You won’t search for “the best cybersecurity solutions for SMEs” anymore; you’ll command: “Compare the top three EDR providers, create a table with their features and prices, and schedule a demo with the best-rated one for next week.” A system that won’t just show reports on cloud migration but will be able to execute complex tasks like: “Calculate the projected cost of migrating our database to AWS versus Azure, based on our current usage, and highlight GDPR compliance implications.”
With Gemini deeply integrated into the Chrome browser, the search bar becomes a true command line for delegation. You no longer search —you instruct. Forget trip planning; think commands like: “Analyse the technical documentation of this new API and generate a summary for a development team,” “Create a Python script to automate database backups in Azure,” or “Identify security vulnerabilities reported last quarter affecting our tech stack and prepare a draft mitigation plan.”
Adapt or disappear
Google isn’t dying. It’s transforming into something radically different —and potentially much more powerful. The era of information search is ending, giving way to the era of action execution.
Old metrics like SEO, traffic, and click rankings are becoming obsolete. The new goal is to understand how to influence, appear, and stay relevant within AI-generated answers.
The question is no longer “how do I bring users to my website?” but “how do I get Google’s AI to recommend me and act on my behalf?”
In this new internet, clicks don’t matter anymore. Actions are everything.
AI has changed the rules. Are you playing to win?
Adapting to this change isn’t optional —it’s essential for survival and leadership in the B2B sector. Having an optimised website is no longer enough. The key now is whether your entire marketing and sales process is technologically aligned to be the final answer in a clickless world.
At PGR Marketing & Technology, we help you design and implement the comprehensive strategy that will make you relevant. Let’s talk about how to adapt your business for the future, today.
