Are Google's days numbered? Study finds AI bots are becoming more 'search-like' - and it's affecting how brands are being seen online

• Websites risk losing brand position and authority if they don't take advantage of AI
• AI-based discovery might not even see a user navigating to the actual website
• Increased governance over outright bans is the solution

A new Hostinger study of more than 66 billion bot requests across five million websites has revealed just how ingrained AI has become in our searching habits, and how important it is for companies to get on board with optrimizations beyond typical SEO.

The report found companies which block AI bots to protect their IP may be losing control over how AI assistants interpret their content, as well as weakening their brand position.

Hostinger explained the shift in internet discovery, where AI assistants summarize and recommend products and services without users necessarily navigating to the website at all.