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

A recent study conducted by Hostinger analyzing over 66 billion bot requests across five million websites indicates a significant shift in how AI is reshaping online discovery. The findings reveal that AI bots are increasingly functioning in a "search-like" capacity, influencing consumer behavior by summarizing and recommending products without users needing to visit the original websites. This trend poses a potential threat to brands that block AI access, as they risk losing control over how their content is interpreted and represented, ultimately weakening their online authority. The report highlights a growing reluctance among companies to allow AI crawlers, with coverage from prominent bots like GPTBot and Meta's ExternalAgent significantly declining. In contrast, crawlers from OpenAI and Apple are gaining traction, suggesting that AI is creating an additional decision layer rather than fully replacing traditional search methods. For businesses, the primary concern is not merely AI access but the risk of losing control over their branding and value presentation. To combat this, the study recommends enhancing governance over AI access and utilizing tools to improve visibility in emerging AI platforms, ensuring brands maintain their presence in a rapidly evolving digital landscape.