The fate of SEO in 2025: 5 AI-driven shifts to watch

It’s no secret that AI tools like ChatGPT and Google Gemini are rapidly reshaping how people search. One survey by The Information found that 77% of its subscribers are using traditional search less. And even when people do use Google, a 2024 Sparktoro study found that 60% of all searches today are zero-click. Google is determined to keep users on its platform rather than sending them to your site — and its AI summaries are succeeding.