32% of Marketing Leaders Fear AI Search Risks to Privacy
Four in 10 (43%) CMOs say their SEO teams are using AI-driven insights to adapt to AI search.
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Nearly one-third (32%) of CMOs and other senior marketing leaders fear artificial intelligence (AI) search engines will compromise data privacy, according to a new study by Artios, a data-driven SEO consulting agency focused on helping small and midsized businesses achieve organic growth.
An AI study of comments from 89,561 senior marketing executives in the US conducted during the 12-month period leading up to January 20, 2025, revealed that marketing leaders also worry that AI search engines would provide inaccurate information (20%), negatively impact SEO (15%) and compromise content quality (10%).
“Marketers across America are already seeing increased SEO competition and lower click-through rates (CTR) due to AI advancements, and their fear of AI-driven search engines limiting access to user insights could make it harder for marketers to track consumer behaviour and personalise marketing efforts,” said Andreas Voniatis, founder and CEO of Artios and author of Data-Driven SEO.
“In a world increasingly shaped by AI-driven search and digital engagement, companies that proactively invest in customer interaction, storytelling and differentiation will be better positioned to stand out and retain customers.”
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Why CMOs Think their Target Audiences Prefer Using AI Search
As Americans increasingly use AI in their everyday lives, the study results show nearly one-third of CMOs say their target audiences prefer using AI to search engines because of its ease of use (31%) followed by personalisation (21%) and the belief that AI is more accurate (13%).
“Unlike conventional keyword-based search, AI tools provide conversational, intuitive interactions, making it easier for users to find what they need without sifting through multiple links,” added Voniatis. “This shift means marketers must rethink how they optimise for AI-driven queries, ensuring their content is structured for natural language interactions.”
How Marketers Respond to AI Search
AI is reshaping the decades-old go-to marketing strategy of SEO, and four in 10 (43%) CMOs say their SEO teams are using AI-driven insights to adapt to AI search, which can help refine content strategies, predict trends and optimise search visibility in a rapidly evolving space.
According to the study, 18% of SEO teams are focusing on producing high-quality content in response to AI search. And, more than a quarter (29%) of SEO teams deliver content creation as their most critical activity. These findings suggest that marketers still believe content remains essential for effective SEO.
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“With AI search engines prioritising context over keywords, businesses should focus on creating content that AI recognises as authoritative and user-focused rather than relying on outdated keyword-heavy tactics,” said Voniatis. “Companies that fail to recognise that AI-driven search favors well-researched, authoritative material will risk falling behind as AI search continues to evolve.”
How Marketers are Building and Protecting Market Share
The study reveals that marketers are using a range of strategies to strengthen their brand’s position in the market. Nearly half (46%) of senior marketing leaders are focused on brand loyalty while 38% are focused on brand loyalty hindrance, which means they’re actively addressing the challenges hindering their current strategy. Only 5% are using market research and 4% are using a strong pricing strategy.
“AI search is revolutionising how businesses compete for visibility. To stay relevant, CMOs must double down on brand authenticity and customer relationships, ensuring their messaging remains compelling and creates an emotional connection even in an AI-driven landscape,” said Voniatis.
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