AI search is pushing ecommerce brands out of the spotlight

You don’t need to be an SEO expert to know that artificial intelligence (AI) has taken over Google search results — and ecommerce businesses are feeling the impact.

As AI-generated overviews and shopping features take over, new research from AccuRanker has revealed a significant decline in mobile click-through rates (CTR) for ecommerce, suggesting fewer people are clicking on product listings when shopping on their phone.

The news may tempt UK business owners to see AI as the solution to improve SEO and marketing campaigns. But experts are warning that the technology could also risk customer trust and authenticity.

For sellers, the challenge is twofold: keep up with evolving search algorithms while maintaining the trust and loyalty of customers in an increasingly AI-dominated space.

Where has your website gone?

Google’s search engine results pages, also called SERPs, aren’t what they were five years ago. In March 2023, Google rolled out its AI chatbot, Gemini, in an attempt to provide direct answers to user queries within search results. 

As a result, traditional organic links have been pushed further down the page; a shift that has made it increasingly difficult for those running an online store to achieve the visibility and traffic they once relied on.

If you’ve noticed a decline in sales on your ecommerce site recently, you’re likely not the only one. According to a whitepaper by AccuRanker, a software company, mobile CTRs for ecommerce websites have dropped by around 50% since 2023. 

Meanwhile, marketing agency Amsive has also reported an average CTR decline of -15.49% when AI overviews appear on Google’s results page.

“In today’s search environment, ranking number one doesn’t guarantee the same number of clicks,” Matt Cayless, founder of digital PR agency Bubblegum Search, comments. “Google’s evolving SERP features fundamentally change how consumers interact with search results.”

Authenticity at risk in the AI era

AI-driven search results may be harming organic traffic for ecommerce businesses, but many online sellers are still turning to the technology as a cost-efficient way to boost their marketing efforts. According to a report by Semrush, 65% of companies reported improved SEO results through the help of AI.

However, there are signs that overuse of AI technology is beginning to cause distrust among consumers. 

Take Levi’s, for example. The long-running fashion chain faced backlash in 2023 for using AI models of different body types and skin tones to improve its diverse representation. Consumers were quick to criticise the brand, with many describing the move as “lazy”.

Moreover, producing more AI content is likely to further harm SMEs battling with brand-building. Leaning too hard on the technology can water down a brand’s identity and authenticity, as AI-generated content often lacks the personal touch or distinctive qualities that human-created content might have.

50% of UK consumers also say they distrust brands that don’t implement AI properly, so there’s a risk of alienating your audience if the technology feels inauthentic or overdone.

Miruna Dragomir, CMO at social media management company Planable, says consumers are “developing a sixth sense for detecting AI-generated content”, warning that companies which overrely on AI may “create an authenticity gap that consumers immediately notice.”

How to stand out in the age of AI search

So, how can businesses evolve their SEO strategy to accommodate the new AI boom? Cayless advises that businesses should “focus on building authority and visibility across top-tier media, social platforms, and trusted sources”.

He also shares four key strategies that companies should adopt to strengthen their brand presence. They include building digital authority away from SERPs, to ensure your brand does not become overly reliant on one channel, such as by being active on social media, participating in podcasts, and contributing to industry blogs. 

SEO is an important consideration for ecommerce businesses. But Cayless adds that the focus for brands now should be on generating product demand, such as through paid social media, influencer marketing, and remarketing campaigns using past customers.

“Google is no longer just a search engine — it’s becoming the final destination,” Cayless adds. “If brands don’t start building visibility and authority across trusted ecosystems, they won’t just lose ranking — they’ll lose relevance.”