The rapid evolution of AI-driven zero-click search* is disrupting digital marketing, with major implications for performance marketing agencies. As search engines increasingly provide direct answers to user queries, traditional models reliant on SEO, PPC, and affiliate traffic are under pressure. Yet, while this shift presents challenges, it also unlocks opportunities particularly for social-first agencies and those adapting to AI-driven strategies.
*Zero-click search refers to a search engine result where the user’s query is answered directly on the search results page without requiring them to click on a website link. This often happens through featured snippets, knowledge panels, or AI-generated responses, reducing organic traffic to external sites.
The Rise of Social Media and Influencer-led Marketing
The decline of traditional search-driven traffic is accelerating the acceleration of social media and influencer-led marketing. Platforms such as TikTok, Instagram, and YouTube are increasingly serving as primary channels for product discovery, predominantly among younger demographics.
- Influencer marketing is poised to benefit as AI-driven search struggles to replicate the trust and authenticity of personal recommendations.
- Social-first brands will thrive by leveraging video content, user-generated posts, and AI-powered ads targeting to capture consumer attention.
- Programmatic and performance-based social advertising will see increased investment as brands diversify away from search-dependent models.
“Social media has become the primary discovery channel across all demographics. The trust, authenticity, and engagement it fosters now drive awareness, consideration, and conversion. In this search-light landscape, a social-first approach is essential—leveraging intelligence-driven creativity to make brands matter where consumers seek inspiration and recommendations.”
Juan Andres Elhazaz, CEO, SAMY Alliance
Opportunities for Traditional Performance Agencies
While SEO and PPC face headwinds, agencies that embrace AI-driven search and first-party data strategies can maintain their competitive edge, including the following:
- AI-Optimized Advertising: Google’s Performance Max and dynamic search ads offer new ways to reach audiences, even as traditional search ads decline in effectiveness.
- First-Party Data and CRM: With less reliance on search traffic, brands must prioritize direct customer engagement, loyalty programs, and personalized marketing.
- AI-Friendly Content and Structured Data: Optimizing for AI-powered search responses through structured data and authoritative content can sustain visibility.
“AI-driven zero-click search is reshaping the PPC and SEO market, pushing brands to rethink how they capture consumer intent. As search evolves, and broadens beyond traditional search engines to generative engines, marketplaces and social platforms, our agency is prioritizing content that directly drives business outcomes, leveraging first-party data, AI-powered advertising, and social-driven discovery … owning the conversation at the point of discovery to drive measurable growth in an AI-first world.”
Luke Smith, CEO, Croud
Adapting to the Future
The age of zero-click search is here, forcing a strategic shift in performance marketing. Social-first agencies are well-positioned for growth, while traditional players who embrace AI, first-party data, and evolving ad formats will continue to thrive in this new digital landscape.
“AI will fundamentally change the customer journey which will require our firm to stay ahead of the latest innovations in new media formats, new creative formats, and evolving trends in media consumption at the channel level in order to maximize our clients’ ROAS.”
Todd Porch, CEO, Strategus
Recent Market Activity: A Shifting Investment Landscape
With deep industry expertise, JEGI CLARITY remains at the forefront of digital marketing M&A, guiding Global Corporates, Challenger Agencies, and Investors through an evolving landscape. Our recent transactions highlight the increasing demand for AI, data-driven marketing, and social-first strategies:
- Bridgepoint’s investment in SAMY – reinforcing the rise of social-first marketing agencies.
- LDC’s investment in PreciseTV – reflecting the shift toward video-led discovery and targeted advertising.
- ECI’s backing of Croud – emphasizing AI-powered advertising and first-party data strategies.
- The sale of Strategus to CIVC Partners – underscoring the growing demand for data-driven CTV solutions.
These deals signal a clear industry pivot toward AI integration, automation, and audience-first marketing. As digital discovery evolves, businesses that harness AI-driven search, social engagement, and data intelligence will shape the next era of marketing success.
Click below to explore each transaction. For further information, please Contact us.
