The McKinsey report “New Front Door to the Internet: Winning in the Age of AI Search” examines how generative AI is transforming online discovery and buying behavior. Half of consumers now use AI-powered search tools like ChatGPT, Gemini, Copilot, and Perplexity, and McKinsey projects that by 2028 over 75% of Google searches will include AI summaries, influencing about $750 billion in U.S. revenue. This change is shifting how people make decisions, often before they ever reach a brand’s website, and could cut traditional search traffic by 20–50%. AI-driven searches now shape choices across every purchase stage—from awareness to decision–making AI the top digital source of buying insights ahead of traditional search or retailer sites. Unlike SEO, which focuses on a brand’s own content, AI systems pull information from a broad mix of affiliates, publishers, and user-generated sources, meaning even major brands risk invisibility if they are absent from these ecosystems. To compete, McKinsey urges companies to adopt “Gen AI Engine Optimization” (GEO) by auditing their AI visibility and sentiment, expanding investment in credible and LLM-optimized content, and building cross-functional GEO teams. The report concludes that AI search will soon become the consumer’s default gateway to the internet, redefining brand discovery, marketing strategy, and digital competitiveness.
