There has been - to use the parlance of the kids - a vibe shift in the AI industry. All the way up from scrappy AI startups to the boy king, Sam Altman, there's been a distinct change in the tone and content of conversations surrounding what generative AI will actually be used for. In the early days, luminaries (Altman in particular) loved to speak in abstracts and far-reaching, fantastical terms.
OpenAI said Tuesday it is introducing its own web browser, Atlas, putting the ChatGPT maker in direct competition with Google as more internet users rely on artificial intelligence to answer their questions. Making itself a gateway to online searches could allow OpenAI, the world's most valuable startup, to pull in more internet traffic and the revenue made from digital advertising.
Michael Kuzminov is the CEO of HypeFactory, a global AI-powered influencer marketing agency. Marketing is undergoing a profound transformation, with artificial intelligence at the forefront of this process. Traditional search and advertising methods still matter, but brands can no longer depend solely on organic rankings or conventional campaigns to maintain their presence. AI-powered search engines and digital assistants have completely changed the way consumers interact with brands. To ensure they remain visible, marketing specialists must fully understand and embrace the rise of AI search.
Google objects to this characterization. A spokesperson calls it a "cherry-picked" line from the filing that has been misconstrued. Google's position is that the entire passage is referring to open-web advertising rather than the open web itself. "Investments in non-open web display advertising like connected TV and retail media are growing at the expense of those in open web display advertising," says Google.
Bullock downgraded the stock after reviewing web traffic trends by channel. He noted that SEO-driven visits fell 23.5% year-over-year in the second quarter of 2025, with the decline worsening to 25.3% in July, likely due to Google's broader rollout of AI Overviews. Since less than 30% of signups come from Google, he built a framework using Similarweb data to gauge growth impact.
Search is changing fast - and so is how people discover content online. AI-driven tools like ChatGPT are cutting into traditional website traffic, pushing businesses to rethink how they design and optimize their digital presence. I saw this shift up close during a recent website redesign and brand refresh. In the past, redesigning a site meant focusing on user experience, brand storytelling, tailored content and SEO. This time, another factor came into play: large language model optimization (LLMO).
