Brand marketing in times of AI uncertainty has become essential for publishers in 2025. With search engines delivering direct answers through AI tools like AI Overviews and conversational platforms like ChatGPT-5 shaping content discovery, organic search traffic is sharply declining.

In this new landscape, building brand trust, innovating formats, and engaging directly with audiences are now priorities that outweigh focusing only on SEO.

1. AI traffic grows while SEO weakens

Data from Adobe Analytics (2025) shows that traffic generated from AI sources to US retail websites increased by 1,200% from July 2024 to February 2025 (Adobe Blog). This AI-driven traffic also records 8% more engagement, 12% more page views per visit, and a 23% lower bounce rate compared to traditional search (Adobe Blog). Users increasingly prefer interacting through AI interfaces, even as that reduces referral volume from traditional search.

2. ChatGPT-5 and the new discovery era

OpenAI launched GPT-5 in August 2025 as the company’s first “unified” model, combining advanced reasoning, multimodality, and productivity integration (TechCrunch). This model is shaping a new discovery era, where information is delivered as direct responses instead of link clicks, drastically changing traffic flows.

3. Strengthening owned channels is critical

With organic traffic losses reaching 20 to 40% across key sectors, publishers must prioritize owned channels such as newsletters, ABM campaigns, apps, and push notifications (like GPush). These direct engagement tools safeguard audience relationships and reduce reliance on shifting platform algorithms.

4. Strong brands outperform volatile metrics

The Edelman Trust Barometer 2025 reveals that 64% of consumers choose brands based on shared values, up four points from last year (Edelman). In uncertain times, trust and brand consistency drive loyalty, while metrics like clicks and impressions fluctuate.

5. Practical strategies for 2025

• AEO (Answer Engine Optimization): Structure content with schema and concise summaries for AI answer engines.
• Direct channels: Invest in newsletters, push, and apps to secure stable engagement.
• Authentic long-form content: In-depth publishing improves authority and citation by AI systems.
• Diversified monetization: Use contextual formats, smarter PMPs, and engagement-driven solutions to protect revenue despite traffic volatility.

Brand Marketing in the AI Era

Conclusion

The digital market in 2025 is defined by volatility. Organic traffic is shrinking under the weight of AI tools and answer engines. Publishers that invest in brand equity, owned audience paths, and flexible monetization are not only surviving but thriving. Brand strength is now the foundation of digital resilience.

At Grumft, we deliver full-stack solutions for programmatic management and IT as a service, empowering publishers to focus on content and audience relationships while maximizing revenue with tools like GPush. In uncertain times, we help publishers not just adapt but grow.

Additional Resources

• Adobe Analytics (Mar 2025): Generative AI traffic to retail sites surges 1,200%
• OpenAI GPT-5 Launch: Unified multimodal model release in August 2025
• Edelman Trust Barometer 2025: Consumer brand trust increases with values-driven choices

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