New Delhi, Oct. 20 -- AI-generated search answers are changing how consumers discover brands, compare products and make purchasing decisions, creating a new challenge for enterprises and marketing agencies: visibility no longer guarantees a website visit, and strong search rankings do not ensure a brand will be recommended.

Research published in 2025 and 2026 points to a measurable decline in clicks when AI-generated summaries appear in search results. For businesses that have long relied on organic traffic to assess digital marketing performance, the shift raises questions about how to measure influence, allocate marketing budgets and ensure their brands feature in AI-generated recommendations.

The change is also expanding the scope of...