If you thought Google was the undisputed king of organic traffic online, get ready for a revolution just around the corner. Generative artificial intelligence is advancing rapidly and, according to a recent study by Semrush, could surpass traditional search engines in generating website traffic by early 2028. Want to know why this is a unique opportunity for your business?
AI: the new engine of organic traffic
Although Google still dominates today with nearly 90% of the organic search market, AI-based search tools are growing at a rapid pace -some with annual growth above 80%. While they still account for a small portion of overall traffic, the quality and intent of users arriving via these platforms is significantly higher. In fact, visits from AI-powered searches can be up to 4.4 times more effective than those from traditional SEO.
This means users who interact with language models like ChatGPT or Google AI Overviews arrive better informed, with real interest and greater readiness to make purchase decisions. The impact on business attribution models is already evident, and the trend suggests it will become even more decisive in the coming years.
The rules of the game have changed: content alone is no longer enough
What’s most surprising about the study is that AI does not follow Google’s traditional ranking logic. Many sources cited by ChatGPT come from pages that don’t even appear in the top 20 search results. This forces a rethinking of digital positioning strategies: it’s no longer just about ranking high on Google, but about optimising content for how AI understands and selects it to provide relevant, specific answers.
What does this mean for your business?
The arrival of AI directly integrated into search engines, with features like Google’s AI Mode, could reduce the need to click on external links. However, this doesn’t mean traffic disappears – it evolves. The real challenge for businesses is learning to work alongside AI and adapt their content and strategies to these new models.
At PGR Marketing & Technology, we help you understand this shift and optimise your digital presence so your business doesn’t just survive, but grows in the era of AI. Don’t get caught off guard -the future of web traffic lies in artificial intelligence, and now is the perfect time to prepare.
Want to know how your business can benefit from this revolution? Get in touch and discover how AI can become your strongest ally in generating high-quality traffic and boosting conversions.
