In shopper marketing, visibility has always been everything. But what happens when shoppers get the answers, they need without ever clicking on a website or product page? This is the reality of the zero-click era – and it’s transforming how, where, and when purchase decisions are made.
What Are Zero-Click Searches?
A zero-click search is exactly what it sounds like: the shopper’s query is answered directly on the search engine results page or inside an AI assistant, without any need to click through. That answer could come from:
- Featured snippets
- Knowledge panels
- AI-generated summaries
- “People Also Ask” boxes
- Local search packs
Recent data shows nearly 60% of all searches are now zero-click, and with AI tools like ChatGPT converting 1.7× better than Google for retail (per SimilarWeb), this shift is only accelerating.
Why Shopper Marketers Should Care
In the zero-click era, the traditional funnel is compromised:
- Less time to influence: The discovery-to-decision window is shrinking.
- Fewer measurable touchpoints: Much of the research journey now happens outside your analytics reach.
- New digital gatekeepers: AI platforms are shaping what gets surfaced, and what gets ignored.
If your brand isn’t part of the instant answers consumers trust, you may never even enter the consideration set.
How to Adapt Strategically in the Zero-Click Era
To remain competitive in a zero-click world, marketers need a new playbook, one that’s optimized for visibility across AI assistants and dynamic search landscapes. Here’s where Behaviorally’s DigiTraffic platform delivers critical support:
1. Get Cited by the Right Sources
AI platforms decide which brands to mention based on the content they trust. DigiTraffic’s Source Analysis Report shows:
- The exact domains and URLs cited in AI responses
- Source types and frequency of citation
- Recommendations for how to get your brand mentioned in high-authority content clusters
This allows you to refine your content strategy and increase the odds that AI platforms surface your brand.
2. Stay Ahead of AI Trends
The AI landscape is rapidly evolving. DigiTraffic continuously expands coverage across emerging platforms, from ChatGPT and Perplexity to Google’s AI Mode, to give you a holistic view of where your brand is visible, and where it’s missing.
3. Benchmark Sentiment in AI Responses
With Sentiment Analysis, you can now measure how your brand is described by AI tools, benchmarked against competitors. It breaks sentiment down by prompt and topic, helping you uncover:
- Relative strengths and weaknesses
- Tone of voice and positioning used by LLMs
- Gaps in perception that may need to be addressed with messaging
It’s Time to Rethink the Shelf
The digital shelf is no longer just a list of SKUs — it’s a curated conversation between AI and your shopper. If you’re not present in that conversation, you’re not in the consideration set.
DigiTraffic helps you stay visible, stay relevant, and stay recommended.
Contact us today to learn more about DigiTraffic!
THE AUTHOR
Nisha Yadav is the Senior Vice President, Omni Shopper Lead at Behaviorally. She has over 15 years of experience as a marketing strategist offering insight-led, brand, product, and customer strategy to storied brands. Before joining Behaviorally, Nisha led Global Brand Research at MetLife and her career includes progressive roles leading marketing insights and strategy teams on the agency and client-side alike.
