AI Search Has Triggered an Avalanche of Changes (And They Are Not All About Marketing)

Article Series 'The Shift In B2B Marketing': Part 1

Businesses and marketing professionals are rushing to keep up with artificial intelligence. But we need to pause and think for a moment. The way we search for and consume information has changed forever with the AI era, significantly impacting us as professionals but also as individuals.

The winds of change in B2B marketing have been blowing for years, driven by various societal trends, digital tools, platforms, and user experiences. Then came AI. After November 2022, when ChatGPT became a mass (hysteria) phenomenon, the world of information shifted in a new direction, changing how we find, absorb, and use data.

As a marketing professional and writer with a decade of experience in B2B marketing, I believe we'll need to rethink the entire operational playbook to stay relevant to our potential clients. What worked just a few years ago no longer works today.

This article series aims to identify these changes and explore new marketing approaches that adapt to the new reality. But before that, let's look at what’s happening on the individual level for the average information seeker.

This first article, therefore, examines how AI tools and the new search experience impact consumers. In other words, anyone with a mobile phone and a WiFi connection. 

The Zero-Click Revolution 

Our online behavior is undergoing a radical shift. We are moving toward a "zero-click" future, where users expect instant answers. 

Although most people still prefer "Googling" facts, they're increasingly turning to AI tools like ChatGPT, Copilot, Gemini, and Perplexity. And that’s no surprise, considering that the AI search experience is much more attractive than traditional browsing. 

Instead of entering keywords and clicking through multiple articles, you get neatly summarized information—immediate, easily accessible, and right at your fingertips. Even Google has introduced AI Overviews at the top of the search results page (SERP - Search Engine Results Page). 

Gartner predicts that the volume of traditional searches will drop by 25% by 2026, with a significant portion of the market shifting to AI chatbots and virtual assistants. 

However, with the 'fantastic experience' that AI search brings, two significant problems come along. 

The Hidden Cost of Convenience 

The first issue with AI search is the hidden risk of misinformation and oversimplified answers. In a month-long study, BBC researchers gave ChatGPT, Gemini, Microsoft Copilot, and Perplexity access to their website and asked them questions about the news, instructing them to use BBC News articles as sources. 

The results, published in February 2025, were alarming: 

·      51% of the AI answers had 'significant errors of some kind' 

·      91% of the responses contained at least 'some issues' 

The most common problems were factual inaccuracies, false source citations, and a lack of context—everything a reliable research tool should provide. 

Today, we are exposed to more misinformation than ever before. But that’s just one visible issue. 

Threatened Critical Thinking

Hidden in plain sight, beneath more obvious 'side effects,' AI search has started to impact something even more important: our cognitive abilities. 

A recent study by Dr. Michael Gerlich from SBS Swiss Business School revealed that people are losing their capacity for critical thinking due to their use of AI tools. The study surveyed 666 participants of different ages and educational backgrounds. 

The researchers emphasized that AI tools can enhance learning through personalized teaching and immediate feedback. However, excessive reliance on these tools leads us to let AI do the thinking for us instead of working through problems ourselves. 

This is particularly problematic for developing critical thinking, which requires active engagement and analysis of information. And critical thinking is essential for effective problem-solving, informed decision-making, and knowledge acquisition. 

Anyone who dismisses these findings as abstract academic concerns should revisit Orwell's 1984 to remind themselves what a world without a healthy dose of criticism and independent decision-making looks like. 

Using AI Tools More Mindfully 

AI search tools are revolutionizing how we access and process information. Personally, I’m excited about the development of AI in the search and research space, as it helps me shorten processes that would otherwise take hours, sometimes even days. 

However, despite the extraordinary convenience, we are walking a thin line between efficiency and error. The issues of AI result accuracy and our declining cognitive abilities should prompt us to stop and reflect. I’m not saying we should reject these tools—just that we should use them more mindfully. 

I hope that scientists and humanists are aware of these changes and are working on insights to help us find our place in this brave new world. I’ll stick to my lane of communication, so in the next article, I’ll tackle a pressing marketing question: 

What happens to content marketing when people stop clicking on links? 

We’ll talk about the practical adjustments B2B marketers need to make in this AI-first search era. Until then, double-check the information your AI tool serves you and take it with a grain of salt.

After all, making mistakes is both a human and a robotic trait.