GenAI Affects User Behaviour: Outset PR Reveals the Need to Adapt Your Stories to New Reality

Generative AI is reshaping how people approach information online. For decades, search meant typing keywords into Google and sifting through a list of links. That model is breaking down.

Today, millions of users ask full, conversational questions in tools like ChatGPT, Perplexity, or Gemini and receive direct, synthesized answers often without ever clicking on a website.

The numbers tell the story:

Globally, zero-click searches have risen to nearly 70%, driven by AI summaries at the top of results pages.
Only 1% of users click through from Google’s AI Overviews to original sources.
Average AI queries are six times longer than traditional search, showing a shift toward context-rich, natural language questions.

This evolution signals a deeper behavioural change: people are no longer browsing the web in the same way. Discovery increasingly begins and ends within AI systems.

The platforms themselves are reshaping the flow of traffic on the internet. ChatGPT, for example, now handles billions of visits each month and dominates the AI search market alongside Google’s Gemini. Together, they account for nearly four-fifths of all AI-driven queries. Users aren’t treating these tools like search engines, either. The average AI query runs 23 words long—six times more than a standard Google search—and sessions last three times longer. People are having conversations with machines instead of skimming results.

Implications for Publishers

For the media, this shift is both an opportunity and a risk. On one hand, GenAI can funnel new audiences toward outlets whose content is cited and linked within answers. On the other hand, publishers risk invisibility if their stories aren’t surfaced in these AI-driven environments.

Some businesses have already felt the downside.

The broader trend is now visible even in specialized niches. Outset PR, a crypto-native PR data-driven PR has presented a Q2 2025 report on Eastern European crypto outlets performance. It revealed that more than 20% of 114 crypto-native media sites received measurable traffic from GenAI platforms.

While the share of total visits was small, the signal is clear: AI is becoming a discovery channel in its o

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Author: Crypto Daily

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