Generative Artificial Intelligence and Zero-Click Search

Abstract

This study investigates the transformative impact of Generative Artificial Intelligence (Generative AI) and zero-click search on website traffic and the business models of online media. As AI-powered search engines shift from providing links to delivering synthesized answers directly on search engine result pages (SERPs), traditional metrics like click-through rates and site visits are rapidly declining. Using a qualitative-descriptive approach based on content analysis and literature review, this paper highlights the behavioral shift among users—from information exploration to instant gratification—and its implications for ad-based and subscription-driven revenue models. Findings show a significant reduction in both organic and paid CTRs, particularly for non-branded informational queries. The study also explores legal tensions around AI training on copyrighted content, as well as emerging adaptive strategies including entity optimization, premium content offerings, and direct audience engagement. The research concludes that media companies must redefine success metrics, personalize content through AI, and develop resilient business models to remain competitive in an evolving digital ecosystem.