The traffic collapse is real. 800M weekly users are displacing Google. Over 50% of searches are now zero-click. Some organisations are seeing up to a 90% drop in traffic.

These are no longer edge cases or future warnings. Over the past year, AI-generated answers have started to satisfy user intent before visitors ever reach a website, fundamentally changing how visibility, authority and value are created online.

In last week’s end-of-year member’s call, we explored what this shift really means in practice with Jörg Schäffer, a Hamburg-based product marketing leader with more than a decade of experience working at the intersection of content platforms, search and digital commerce