The case for and against AI-driven SEO in the zero-click era

November 25, 2025 AI chatbots have upended how people search online, creating a zero-click environment and reducing traffic to traditional search results. Publishers have taken the brunt of it, seeing dips in traffic to news coverage. Marketers too, however, are feeling the effects of lower site traffic, creating less first-party data and fewer opportunities to retarget shoppers, according to six agency execs. For now, the question is whether to go all in on an AI strategy or stick to the fundamentals of traditional SEO. Digiday has delved into the debate, weighing the arguments for and against marketers ushering in an era of AI search strategies. Advertisement TOP STORY Generative AI The case for and against AI-driven SEO in the zero-click era As generative AI reshapes search, marketers debate the value of committing (or overcommitting) to an AI SEO strategy. OTHER THINGS TO KNOW Sixty percent of U.S. holiday travelers plan to fly to their destination this winter, representing a huge, largely untapped audience for brands to reach in the cabin. Partner insights from DIRECTV. Performance TV advertising is performance marketing for TV screens. It offers precise audience targeting like other digital channels, but with the immersive experience few other channels can claim. Partner insights from tvScientific. With signal loss accelerating and traditional identifiers eroding, marketers can't afford to rely on stitched-together strategies. Partner insights from Blis. MARKETING AI Revenue Generation How Black Friday and Cyber Monday could 'fast track' OpenAI's ad plan OpenAI seems to be wading into advertising. Digiday breaks down the prerequisites for its ad business and why this year’s Black Friday could fast-track its ultimate roadmap. Brands in Culture 'Regulate us like alcohol, don't ban us': Proposed hemp THC ban threatens to shut down countless brands The proposed ban on THC-infused products was included in the bill Congress passed to end the government shutdown. PARTNER INSIGHTS FROM FLUENT Why more brands are engaging customers post-checkout FBy connecting with shoppers through relevant discounts, loyalty points or category-matched recommendations, brands turn the confirmation page into a profitability lever. DIGIDAY+ Early Access Offer: Save 50% on 3-month Digiday+ membership Unlock an edge this Cyber Week—save 50% on a 3-month Digiday+ membership. Gain access to the benefits industry professionals rely on to stay ahead of the trends transforming media and marketing, including premium research, case studies, member-exclusive events and more. Offer ends Dec. 5. Subscribe PARTNER INSIGHTS FROM MIQ The new consumer journey, according to the CMO of Assembly Learn about new consumer shopping habits — from always-on discovery to the crucial impact of loyalty — and how marketers can adapt in this video with Assembly Global CMO Bria Bryant.   MEDIA & PLATFORMS Generative AI 'We got scared': Confessions of an ad tech exec's AI agent experiment Agencies, ad-tech companies and publishers are racing to test AI media agents. Not all those tests are successful — even some that are. Advertisement PARTNER INSIGHTS FROM META AI-powered tools are taking ad dollars farther and boosting cart values During the high-pressure holiday period, brands are turning to enhanced automation and AI tools to help drive conversions and sales. FUTURE OF WORK Navigating Economic Instability Hiring program in energy tech sector enlists military veterans to fill data center skills gap Data center demand is projected to grow 33% annually by 2030, while the industry struggles to find qualified candidates for increasingly complex systems. DIGIDAY + Member exclusive Ad Tech Briefing: Pragmatism, not idealism, will determine the fate of Google's ad tech empire Judge Brinkema signals a cautious, pragmatic path as the curtain begins to fall in the remedies phase of Google’s ad tech trial. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy