AI chat interfaces (think ChatGPT, Perplexity, or Gemini) are scraping content from websites and delivering it directly to users, eliminating the need to click through to your site. That means the methods you use to monetize those visits are increasingly irrelevant.

We’ve all experienced the frustration of trying to find a simple recipe but first scrolling through endless ads, pop-ups, and irrelevant backstories. Those bloated pages were built to appease Google’s algorithms and not to satisfy users. AI-driven chatbots strip away all that friction by offering quick, direct answers and users love it.

Quick stat: Gartner predicts a 25% decline in traditional search traffic by 2026 due to AI assistants and virtual agents. This isn’t coming. It’s happening now.

The new discovery landscape:

• AI doesn’t send users to your content; it brings your content to users
• The monetization point (your website) gets bypassed entirely
• Traditional revenue models (display ads or affiliate links) fail when no one clicks through

The new rules of discovery demand a fundamentally different approach:

• Direct Audience Relationships: Shift from chasing SEO traffic to creating meaningful interactions. Own your relationship with users directly through engagement, newsletters, private communities, memberships, and live events.
• Defensible Content: Focus on experiences AI can’t easily aggregate like video content, communities (Reddit, Fandom, or Letterboxd), niche subscription services, or interactive experiences (fantasy sports or personalized financial tools).

Have you built something your audience values enough to come to you directly or are you still playing the SEO game?

Most clients I consult with are surprised and dismayed when they see their numbers start to dip. If you’re wondering about the vulnerabilities of your current business model, let’s talk.

How is your brand adjusting as traditional SEO fades? What strategies do you think are the most future-proof? Share your thoughts below.