3 new studies show that AI visibility and AI search may not be worth investing in - via @Marie_Haynes @Kevin_Indig @seoworksuk with a great summary video from @randfish https://www.seroundtable.com/ai-search-studies-42359.html

My esteemed industry colleagues @Kevin_Indig, @Marie_Haynes, and Ben Foster (from @seoworks) all published studies this week (and @RandFish amplified them). The four parties landed on the same conclusion: AI search doesn’t send traffic, so stop worrying about it. They’re right about the first part. I believe they’re wrong about everything that follows from it. Kevin has said on stage that AI is a visibility play and not a traffic play. Marie’s own data shows ChatGPT referrals falling while ChatGPT’s audience tripled, which has a very different explanation than the one she gave it. And Rand has a book coming out called Zero Click Marketing. Grading AI search on referral traffic is how you end up telling a CMO that the place where a billion people a week ask what to buy is a distraction. Nobody has ever attributed a billboard. The industry that spent twenty years tying every dollar to a click is now the only part of marketing that can’t recognize a brand channel when it’s staring at one. Here are my thoughts 👇🏾 https://ipullrank.com/ai-search-is-a-branding-channel