AI Agents Now Account for a Third of Brand Search Traffic, Report Reveals

AI agents are engaging in brand-related searches at a scale equivalent to a third of traditional organic search traffic, according to a recent report by digital marketing company BrightEdge. BrightEdge defines an AI agent as any AI tool that performs tasks on behalf of users. For example, when you ask ChatGPT to find the most cost-effective bikes for teenagers to ride on gravel, it uses its live web browsing feature to search across bicycle brands and gather relevant information. ChatGPT is not the only AI search agent; others include Google's Gemini, Perplexity, Microsoft Copilot, and Claude. The concept of "agentic AI" extends beyond these chatbots. The report does not yet include newer AI tools like ChatGPT Agent, which can operate in a virtual desktop environment to perform tasks such as booking flights or ordering food, going beyond simple research. "First, we'll be delegating more decision-making and prioritization to LLMs – similar to how Google became the main entry point to the web, but this time with multiple players like Google, ChatGPT and potentially others," said BrightEdge CEO Jim Yu. "Second, we'll gain the ability to match and research products and services at a level of detail that simply wasn't practical before. The flip side is that what you see will depend on what the AI finds and prioritizes, which will have implications for transparency, diversity of results and accuracy." The rise of AI means that humans are increasingly offloading informational synthesis to machines, making research faster and easier. This also enables highly specific product searches, eliminating the need to sift through reviews and comments manually.

Optimizing for AI

Marketers and SEO experts are shifting focus from traditional Google Search optimization to AI optimization. Previously, brands aimed to rank highly on Google for keywords like "shoes" or "sneakers" to increase sales. Now, brands must also ensure their products are recommended by AI chatbots such as ChatGPT. This requires a combination of traditional SEO techniques and generative engine optimization (GEO). Since AI tools aim to understand user intent deeply, brands need to optimize their content for AI readability, which often involves structured data and more complex variables. "History shows that gaming the algorithm never leads to high-quality results," Yu noted. "At some point, the company supplying the answers must step in to address it or risk losing users to better alternatives." AI chatbots are vulnerable to prompt injection — a malicious technique that tricks AI into altering its responses. Yu acknowledges this risk but expects AI companies to develop safeguards. "The difference is that AI systems have the potential to cross-check information and apply richer quality signals than traditional search," Yu added. "At the core, brands still need to focus on creating trustworthy, authoritative content and monitoring how they're represented in AI-driven answers." Disclosure: Ziff Davis, CNET's parent company, filed a lawsuit against OpenAI in April, alleging copyright infringement in training and operating its AI systems.

Source: CNET on August 13, 2025.

Frequently Asked Questions (FAQ)

Understanding AI Agents

Q: What is considered an AI agent? A: An AI agent is defined as any AI tool that performs tasks on behalf of users, such as conducting web searches or synthesizing information. Q: Can you provide examples of AI search agents? A: Examples include ChatGPT with its web browsing feature, Google's Gemini, Perplexity, Microsoft Copilot, and Claude. Q: Does the report include advanced AI tools like ChatGPT Agent? A: The report primarily covers AI agents that perform research. Newer tools like ChatGPT Agent, which can operate in a virtual desktop environment for tasks like booking flights or ordering food, are not yet fully included in the report's current findings.

Impact on Search and Marketing

Q: How significantly are AI agents impacting brand search traffic? A: AI agents are now accounting for a third of brand search traffic, a volume comparable to traditional organic search. Q: What is the shift in focus for marketers due to AI agents? A: Marketers and SEO experts are shifting from traditional Google Search optimization to AI optimization, ensuring their content is discoverable and recommended by AI chatbots. Q: What is Generative Engine Optimization (GEO)? A: GEO is a marketing strategy that combines traditional SEO with optimizations specifically for AI tools, aiming to ensure content is understood and prioritized by AI models to deeply understand user intent.

AI and Content Optimization

Q: How should brands optimize their content for AI? A: Brands need to optimize their content for AI readability, which often involves using structured data and considering more complex variables to deeply satisfy user intent. Q: Are AI chatbots vulnerable to manipulation? A: Yes, AI chatbots can be vulnerable to techniques like prompt injection, which attempts to alter their responses. AI companies are expected to develop safeguards against such vulnerabilities. Q: How can brands ensure trustworthiness in AI-driven search results? A: Brands should focus on creating authoritative and trustworthy content, and actively monitor how their products and services are represented in AI-generated answers.

Crypto Market AI's Take

The increasing prevalence of AI agents in search traffic signifies a fundamental shift in how consumers interact with the internet and brands. This trend underscores the importance of adapting marketing and SEO strategies to cater to these new AI-driven discovery pathways. For businesses in the cryptocurrency space, this means not only ensuring traditional search visibility but also optimizing content to be understood and favored by AI models. Understanding user intent at a deeper level and providing clear, authoritative information will be paramount. As AI continues to evolve, staying ahead of these changes will be crucial for maintaining a competitive edge in the digital landscape. Exploring how AI can enhance your own trading strategies is also becoming increasingly vital, as seen in our articles on AI trading bots and AI-driven market analysis.

AI Agents Are Using a Third of All Search Traffic Meant Towards Brands, Report Says