Marketers Shift Focus from Clicks to Mentions as AI Alters Digital Strategies

Digital marketing’s focus is shifting from search engine clicks to broader online mentions, driven by the growing use of large language models (LLMs).

Apple’s senior vice president of services recently noted that Safari web browsing has declined for the first time in two decades, attributing the drop to users switching to LLMs like ChatGPT.

Google disputed the claim, stating its search engine still experiences “overall query growth.”

However, data collected by Datos between late October and mid-January suggests ChatGPT may already be influencing shopping behavior.

During that period, Amazon.com was the top domain visited from ChatGPT’s search feature, accounting for 9.13% of referral traffic.

In total, e-commerce sites received 12.65% of ChatGPT referral traffic, behind news sites (21.42%) and academic domains (17.81%), according to Datos.

The shift in how users access content and products is changing how marketers attract attention.

Traditional SEO strategies—focused on keyword optimization, fast page loading, and mobile compatibility—targeted Google’s algorithm to increase site visibility.

Now, marketers must consider how LLMs compile and summarize online information, including third-party content and discussions on platforms like Reddit and X.

“Until recently, digital marketing was all about winning the clicks. With the rise of LLMs, it is now all about winning the mentions,” said Yaron Litwin, chief marketing officer of the Parent Control App.

Litwin said his company is using AI to adjust to the changing environment.

“Searching for the top-rated running shoes, for example, is more of a conversation,” said Erik Huberman, CEO of Hawke Media.

LLMs respond to these queries by explaining why specific products are suitable, drawing from a range of online sources.

Although LLM shopping has yet to dramatically impact organic traffic, Huberman said, “We haven’t seen like a drop in organic traffic that’s anything concerning… no alarm bells have gone off, but we know it’s coming, so we’re prepping for it.”

Hawke Media is working with Gumshoe, a company that uses AI to simulate conversations and evaluate brand perception across LLM outputs.

Christine Wetzler, president of Pietryla PR & Marketing, said that as LLMs assess brands more holistically, reputation becomes vital.

“Credibility is being built outside your site now,” Wetzler said, adding that businesses must craft clear, consistent brand storytelling through blogs, articles, and customer reviews.

“This is your new digital billboard,” said Lauren Petrullo, CEO of Mongoose Media. “If your company isn’t correctly represented, AI will fill in the blanks often inaccurately.”