Recent reports show traffic to many company websites has decreased by up to 30 per cent, while traffic from generative AI sources increased by 1,200 per cent between mid-2024 and early 2025.As large language models (LLMs) increasingly become gatekeepers of the buying journey and disrupt traditional discovery channels, human engagement is becoming correspondingly minimal and AI agents are becoming critical in the marketing funnel, according to the latest report released by Bain & Company.
The marketing landscape is shifting rapidly because buyers are relying more on AI-powered tools for product recommendations, comparisons and research.
Bain & Company’s latest study explores the implications of “zero-click” journeys, in which AI summaries compress the decision process and reduce brands’ opportunities to differentiate or even appear during the buying journey.
Recent reports show traffic to many company websites has decreased by up to 30 per cent, while traffic from generative AI sources increased by 1,200 per cent between mid-2024 and early 2025.
Buyers are outsourcing research tasks to AI, from browsing reviews to ranking product options. Data shows conversion rates through AI-powered search are closing the gap with traditional discovery paths, and conversion rates can be up to twice that of standard search journeys for certain products.
Survey findings indicate that 80 per cent of consumers now rely on “zero-click” results for at least 40 per cent of their searches.
As AI intermediates discovery and decision-making, traditional website traffic is declining.
Recent reports show traffic to many company websites has decreased by up to 30 per cent, while traffic from generative AI sources increased by 1,200 per cent between mid-2024 and early 2025.
The marketing funnel is fragmenting: AI agents are now driving discovery, evaluation, and short-listing inside their models, often before brands have a chance to engage directly.
Companies not optimising for AI search are already losing customers — without even realising it, since traditional lead-tracking signals like page views or downloads may never occur.
To stay relevant, companies must prepare for three concurrent customer journeys: direct-to-brand website traffic, AI-intermediated traffic, and a declining but still significant share of traditional web traffic. Success requires optimisation across all three, with special focus on adapting to how LLMs curate information.
The speed at which customers are moving from the old world to the new varies. The survey identified areas that are most likely to move faster, notably learning, shopping, and styling advice. These areas stem from a few factors:
- People’s comfort sharing the data needed to adapt general responses to specific recommendations;
- A lower level of importance and price; and
- Lower risk from making a wrong choice.
Content quality is central to success in the AI-driven funnel. Bain highlights five characteristics LLMs prioritise:
- Conversational language: Blogs and explainers over static webinars.
- Agent-friendly structures: Ordered lists and definitions to aid AI summarization.
- Clean, scrapable sites: Accurate, up-to-date, and fully indexed websites.
- Off-site earned authority: External expert citations validating brand claims.
- Deep customer conversations: Strong presence in external reviews and forums.
Leading companies are already shifting tactics. Bain recommends a practical three-step approach:
- Identify the new metrics: Understand value at stake and new traffic dynamics.
- Build intelligence: Develop scorecards to monitor AI search visibility and brand appearance.
- Experiment quickly: Launch and scale agile influence tests to improve AI referrals.
With LLMs increasingly cutting brands out of early buying stages, traditional SEO is no longer enough. Marketers must now optimise for AI agents—not just human buyers — to succeed in the new marketing era.
Bain & Company’s analysis reaffirms its commitment to helping businesses in the Middle East and globally navigate and thrive amid technological disruption.
