Search results are vanishing. AI-generated answers are taking their place. Learn how this changes visibility forever.
Search is no longer a list — it’s a synthesis.
When you ask a question in Google’s SGE, ChatGPT, or Perplexity, you don’t get links.
You get answers.
The model doesn’t show sources. It becomes one.
That’s the great disruption: AI is collapsing the space between question and comprehension.
The implications are massive.
Traffic shifts from websites to interfaces.
Brands lose clicks but gain mentions.
And SEO becomes less about indexing and more about being integrated into reasoning.
Generative answers don’t retrieve pages.
They reconstruct meaning.
To survive in this landscape, your goal isn’t to be found.
It’s to be included in the answer layer — the silent summary that defines what truth looks like online.
