There’s a lot of talk about LLMs eating into Google’s share of search and what that split might look like in 3-5 years. However, the bigger story could be how that potential loss reshapes the entire digital marketing ecosystem.
Programmatic & Data Challenges
People who rely on chat interfaces to get answers will visit fewer sites, leading to less user behavior data and weaker targeting. Publishers often rely on Google for 30–40% of their visitors (and even more for smaller sites). Fewer clicks mean fewer page views, fewer ad impressions, and less inventory for programmatic buys.
SEM Under Pressure
SEM was the “spend $1, make $3” growth channel for years, dominating marketing budgets. If there was any budget left over, SEM always had first grabs. CPCs keep climbing, pushing marketers to seek refuge in organic channels. Fast forward three years, and you’ll pay more for a smaller slice of the pie.
Affiliates Wiped Out
Recent updates hammered affiliate sites—even my personal projects have gone from 5 figures to 0. While LLMs might reference affiliate content, the direct pipeline from “search → affiliate site → conversion” has taken a massive hit. Prominent brands are reclaiming that traffic, leaving smaller businesses that didn’t have a chance of ranking on the first page out in the cold and unable to recoup those losses.
CMOs Facing a Crunch
Many CMOs have relied on quick-win “growth strategies” via performance channels. But if those channels dry up or fail to deliver the usual ROI, they’ll need a new plan—fast. Brand marketing, long overshadowed by immediate ROAS, will become critical. It’s time to invest in the fundamentals many have sidestepped.
Bottom Line
It’s not just about Google losing ad dollars or share of voice—nor is it only about optimizing for LLMs. Every stakeholder—publishers, advertisers, agencies, and tech platforms—must reinvent how they connect with audiences in a world where search might never leave the chat window. For performance “marketers” who’ve relied solely on paid channels, it’s pivot time. Success will hinge on what some have neglected: real marketing—as in brand-building, creative strategy, and lasting consumer relationships.
Written by Chris Sisco
Chris has over 15 years of experience in digital marketing, working with both small local businesses and Fortune 100 companies. He has won numerous awards and mentored some of today's leading industry experts. When not immersed in digital marketing, Chris enjoys playing board games, hockey, and writing poetry.
