The Great Decoupling: Why Generative Search Is Reshaping Digital Marketing
AI is fundamentally changing how people search, —and how businesses get found. Magnetic North is actively developing AEO (Answer Engine Optimization) solutions to help clients earn citations in generative search platforms like ChatGPT, Claude, Perplexity, and Google Gemini. This is a greenfield opportunity, but it’s evolving fast. We’re investing in tools, running experiments, and seeing real results. If you’re not thinking about AEO yet, now’s the time.
Disclaimer
This market is changing SO FAST that we have elected to post often. This means that we are not reviewing and editing content as we typically would. We are choosing quantity because there is SO MUCH to learn, and we hope you find this content useful. You may also find information that is dated, again, because it is changing SO FAST. This is an exciting time that is full of opportunities! This disclaimer will be on many of our AI posts.
We needed to get to the bottom of it and communicate clearly with the customer.
What’s Happening to Search?
How is AI changing user behavior?
Search behavior is shifting rapidly. Instead of scrolling through traditional search engine results, users are turning to AI tools like ChatGPT, Claude, and Perplexity to get instant answers. These “zero-click searches” mean users get what they need without ever clicking a link.
What is a zero-click search?
A zero-click search occurs when a user receives a complete answer directly from an AI or search interface—no need to click through to a website. This is becoming the norm, not the exception.
Why Does This Matter?
What’s the impact on organic traffic?
Organic website traffic is declining—not because people aren’t searching, but because they’re getting answers faster. However, traffic from AI Overviews is converting at a much higher rate. That’s why earning citations in generative search results is now critical.
What is “The Great Decoupling”?
It’s the separation of impressions and clicks. We’ve seen dramatic shifts in client data: impressions are up, clicks are down. This isn’t bad—it’s just different. Informational searches may not lead to clicks, but high-intent traffic from AI citations is proving more valuable.
What are Google and Microsoft doing?
Google is on the defensive, launching “AI Mode” with no ads and summary-based answers. Microsoft, with its investment in OpenAI, is aggressively expanding Bing’s role in generative search. ChatGPT now pulls heavily from Bing and Yelp—platforms we could previously almost ignore.
What does this mean for marketers?
We’re no longer optimizing for one search engine. We’re optimizing across five or more platforms, each with its own rules and opportunities. This is a seismic shift in strategy.
What Is Magnetic North Doing?
How is MagNorth responding?
We embraced AI early, using tools like ChatGPT for drafting and research. But over the last three months, we’ve gone deeper—attending conferences, running experiments, and restructuring our data systems to protect client privacy while leveraging AI.
What are we testing?
We’re trialing new tools that monitor performance in AI search. We’re experimenting with strategies to earn citations and references across platforms. We’re applying lessons learned from one client to another, always with caution and integrity.
Are we seeing results?
Yes. Our clients are appearing in AI citations. In one case, a ChatGPT recommendation led directly to a $30k purchase order. This is real, measurable impact.
What Should You Do?
Why is this a greenfield opportunity?
Generative search is new. Citations are up for grabs. Unlike traditional SEO, where rankings are entrenched, AEO is wide open. It’s like 1999 all over again—if you act now, you can lead.
Let’s Get Strategizing
If you want to talk about deploying AI in your business or earning citations in generative search, let’s connect. This space is evolving fast, and Magnetic North is here to help you navigate it.
founder
ABOUT THE AUTHOR
Matt Timm
Matt’s the founder of this thing we call Magnetic North. He has a degree in Electrical Engineering and an MBA, and spent over 20 years in industry in a variety of Sr./Executive leadership roles. This is his 3rd startup and his favorite. Matt says "It’s an awesome place to work where we challenge each other as we continuously strive to grow our clients’ businesses. I feel great about the fact that we’ve collectively built exactly the culture I’ve always wanted to have in a workplace without any corporate bobble-heads telling me what we cannot do. We work really hard, we get results, we goof off, we’re transparent and we trust each other."