Artificial intelligence transforms search, marketing and enterprise software

Artificial intelligence–driven search tools such as ChatGPT, Perplexity, Google Gemini and others now answer user queries directly, reducing the need to click through traditional web results. Studies show about 60 % of search journeys involve AI and this share could reach 80 % within a year, creating a “zero‑click” environment that threatens organic traffic and forces brands to become trusted sources that AI systems cite.

Enterprise software providers are adapting to the AI wave. ServiceNow has pivoted to an AI‑agent platform that it markets as a control‑tower for automating workflow tasks, while Salesforce continues to embed generative AI across its CRM suite. Both companies see AI agents as a new revenue driver, though ServiceNow’s stock remains depressed after a broader AI sell‑off.

Bot traffic has exploded, with Akamai reporting that AI crawlers now account for roughly half of all internet requests, a 300 % year‑over‑year increase. The company treats these bots as a new audience, offering tailored visibility strategies while also providing security controls to block unwanted crawlers.

The shift has prompted the emergence of AI‑search optimisation services. Consultants in the UK and elsewhere advise brands on “Generative Engine Optimisation” (GEO) to structure content for direct answers, embed factual data, and earn AI citations.

Health‑focused AI use also raises concerns. A cancer survivor highlighted the need for caution and better regulation before AI tools can be trusted in clinical decision‑making.