Blue‑link search is being disrupted

For two decades the web operated on a simple bargain: publishers and businesses created content, and search engines rewarded them with traffic.  That traffic fuelled advertising and sales.  Now that bargain is fraying.  Google’s new AI Mode/AI Overviews and rival answer engines such as Perplexity and ChatGPT use large‑language‑models to synthesize answers directly in the search results page.  A large Forbes study found that AI overviews can cut organic traffic by 15 % to 64 %, depending on the industry, because the AI answer appears above the classic blue links.  Marketers report that 60 % of searches already end without a click, a trend known as zero‑click search.  Research from digital marketing firm WebFX shows that 60 % of marketers have seen declining traffic and that AI search experiences may reduce organic visibility by up to 140 % .

Google is not alone.  A two‑year study by OneLittleWeb comparing the top 10 search engines with the top 10 AI chatbots found that AI chatbots recorded 80.9 % year‑over‑year growth (55.2 billion visits between April 2024 and March 2025) while search engines saw a tiny 0.51 % decline .  Despite that growth, chatbots still account for only 2.96 % of search visits and generate 24 times fewer daily visits than search engines .  That means AI assistants complement, rather than replace, traditional search – for now.  However, nearly half of Google search results now contain an AI overview, and ChatGPT traffic has exploded, reaching 5.14 billion visits in April 2025 .  The stage is set for a major shift.

Why “education” content is losing value

Answer engines keep users on their platforms by providing ready answers.  AdMonsters notes that Google’s AI Overviews and rival tools such as Perplexity and ChatGPT have accelerated zero‑click search, so users no longer need to click through to publisher sites.  In 2024 nearly 60 % of Google searches ended in zero clicks.  Digital Content Next analysed referral data from nineteen premium publishers and found that within eight weeks of AI Overviews’ launch, median referral traffic from Google fell 10 %, with non‑news brands down 14 % and news brands down 7 % .  The worst weeks (late May and late June 2025) saw drops of 16–17 % .  When AI summaries appear at the top, users are “significantly less likely” to click the links beneath them .  This creates a zero‑click environment where the platform harvests information but does not send readers to the original creators .

The implications are stark.  Informational guides, how‑to tutorials and generic educational content—long the bread‑and‑butter of search marketing—are the most vulnerable.  AI models typically cite only a handful of authority sites, pushing smaller or newer sites further down the page.  Without adaptation, “educational” content may not drive traffic or sales.

Kenya’s unique position in the AI search revolution

Kenya is one of the world’s most tech‑savvy markets.  According to the Communications Authority, the country had 42.3 million smartphones connected to mobile networks by March 2025, translating to 80.8 % smartphone penetration and a total of nearly 75 million mobile devices.  The government’s Digital Superhighway Project aims to lay 100 000 km of fibre optic cable and deploy 25 000 public Wi‑Fi hotspots, while cloud giants such as Microsoft and UAE’s G42 plan a US$1 billion one‑gigawatt green data centre.  These investments provide the infrastructure for AI‑enabled services.

Exceptional adoption of AI tools

Datareportal’s July 2025 global survey showed that ChatGPT received more than 5 billion visits per month in the second quarter of 2025 and that its mobile app had about 486 million monthly active users in May 2025.  The survey also found that 22.3 % of adults across 54 major economies used ChatGPT in the past month, equating to over 700 million people.  Kenya stands out: more than four in ten connected adults in Kenya, the UAE and Israel used ChatGPT.  DataReportal’s ranking of the top 13 countries shows Kenya at the top with 42.1 % of internet users using ChatGPT, ahead of the UAE (42 %), Israel (41.4 %), Malaysia (39.8 %) and Brazil (39.7 %).  This dominance is driven by a young population (median age ≈20), high smartphone penetration and free access to generative tools.  Technology analyst Moses Kemibaro notes that Kenyan students use ChatGPT to simplify coursework and prepare for exams, while professionals use it to write reports, code and brainstorm ideas.

The 2024 Stanford AI Index mirrors those findings: 27 % of Kenyans surveyed use OpenAI tools such as ChatGPT every day, ranking third globally after India and Pakistan .  Additionally, 81 % of Kenyans have heard of ChatGPT (second only to India) , and 42 % use it weekly .  Kenyan commentator David Lemayian notes that, despite this enthusiasm, nearly half of Kenyans are concerned about AI’s impact on education (47 %) and jobs (54 %) , underscoring the need for responsible adoption.

Kenya is also an early adopter of Perplexity AI.  Recent analytics show that Perplexity processes over 400 million queries per month and has 22 million monthly active users .  Kenya is its fourth‑largest traffic source: 5.56 % of Perplexity’s users (≈7 million monthly visits) come from Kenya, a share higher than Japan or India .  Perplexity holds about 6.3 % of the generative AI chatbot market and is valued at US$14 billion, with revenue approaching US$100 million .  In the SADC region, research by BlueMagnet found that ChatGPT commands 75 – 79 % of AI‑chatbot market share, while Perplexity holds about 4.6 %, ahead of Google’s own Gemini, which has only 2.7 % .  South Africa and Kenya both rank in the top 10 countries globally for ChatGPT adoption .

What the AI search shift means for businesses

1. Reduced organic traffic and commoditisation of generic content.  AI answers often satisfy the user’s query without a click, meaning fewer visits and conversions.  The DCN survey shows that even well‑known news and entertainment sites saw referral traffic from Google drop by 7–14 % within weeks of AI Overviews’ introduction .  For small Kenyan businesses that rely on how‑to articles, educational blogs or FAQs to attract customers, this could erode return on content investments.

2. Higher competition for citations.  AI models select only a handful of authoritative sources to cite in their answers.  Niche or emerging Kenyan sites may struggle to be included if they simply recycle generic information.  Without citations, they receive no click‑through traffic, even if their content is accurate.

3. Evolving search behaviour.  BlueMagnet’s research finds that consumers now use two engines: they “Google” for navigation, quick transactions and simple facts (find/do/go), and they turn to AI chatbots for brainstorming, explanation and creative tasks .  Businesses must be present in both places.  For B2C audiences in Kenya, voice search and local‑language queries (Swahili, Sheng and other vernaculars) are growing ; a generic English‑only strategy will miss this market.

4. Trust and reputation become critical ranking signals.  WebFX notes that generative AI ranking factors include site authority, online reputation, reviews and mentions .  Perplexity, for example, prioritises sites with strong reputational signals and high domain authority .  Kenyan brands with weak reputations or inconsistent information may be excluded from AI answers altogether.

How businesses in Kenya can evolve and thrive

1 – Adopt a dual‑engine strategy

BlueMagnet stresses that businesses should prepare for a “dual‑engine” future: maintain excellent Google SEO for navigation and transactions, and optimise for generative AI answer engines .  Foundational SEO remains non‑negotiable.  Kenyan firms should ensure their websites load quickly, are mobile‑friendly, and use structured data (schema markup) to make content easy for both Google and AI bots to parse .  A complete Google Business Profile and accurate local citations help maintain visibility .

2 – Shift from keywords to intent and Generative Engine Optimisation (GEO)

Shiftpulse Marketers notes that AI search relies on natural‑language understanding and intent, not simple keyword matching.  Users ask questions conversationally.  Gartner predicts that by 2028 organic search traffic could decline by 50 % as consumers adopt generative assistants.  Therefore, content must answer real questions in a human voice, offer unique insights and context, and be updated frequently.  GEO involves:

• Creating authoritative, AI‑friendly content.  Provide in‑depth answers, original research, local data and expert commentary.  For example, a Kenyan agritech firm might publish analyses on climate‑smart farming in specific counties rather than generic “how to plant maize” guides.

• Aligning with AI training data.  Use structured FAQs, step‑by‑step explanations, and clear headings.  AI models prefer content that is easy to parse and cite .  Including schema‑marked Q&A sections can increase the chances of being referenced by answer engines.

• Refreshing content regularly.  AI models value freshness; generative engine optimisation focuses on “freshness matters”.  Update articles with current data, examples and local context to remain relevant.

3 – Build authority and online reputation

Perplexity and ChatGPT prioritise sources with strong reputational signals—backlinks from reputable sites, positive reviews, mentions and citations .  Kenyan businesses should invest in digital PR, guest articles and collaborations with respected local media or industry associations.  Encourage satisfied customers to leave reviews on Google and social platforms.  Address negative feedback promptly to show trustworthiness.

4 – Optimise for voice and vernacular

As more Kenyans access AI through mobile devices and voice assistants, content should cater to spoken queries and local languages.  BlueMagnet warns that B2C users increasingly use voice search in Swahili, isiZulu and other languages .  Businesses targeting mass‑market consumers should localise content, include phonetic spellings of brand names, and incorporate frequently asked questions in Swahili or Sheng.

5 – Combine AI tools into operations and customer service

Generative AI is not only a search platform but also a tool for businesses.  Kenyan entrepreneurs already use ChatGPT for drafting emails, brainstorming ideas and coding.  Companies can deploy AI chatbots on their websites to provide instant answers, integrate AI summarisation into internal research, and train staff to use generative tools ethically.  The AI Index notes that 47 % of Kenyans worry about AI’s impact on education and 54 % about jobs , so businesses should transparently communicate how AI augments rather than replaces human roles.

6 – Monitor analytics and adapt

Given how rapidly AI search is evolving, continuous monitoring is essential.  Track changes in organic traffic, conversions, and the presence of AI summaries for your target queries.  Experiment with different content formats—short answers, videos, infographics—and note which ones are cited by AI tools.  When Google’s AI Overviews feature your brand, assess whether the answer accurately reflects your business and whether the cited link drives engagement; adjust accordingly.

Great — here’s a refined addition that introduces Streamline Feed within the flow of the article, tying it directly to the problems Kenyan businesses face with AI search disruption and positioning it as a community-first solution. I’ve written it so it feels like a natural continuation after the section “What the AI search shift means for businesses” and before “How businesses in Kenya can evolve and thrive”:

Streamline Feed: A Community-First Answer to the AI Search Disruption

As AI reshapes how people discover information, one truth remains: trust and reputation drive business growth. Yet in a zero-click search environment, many Kenyan businesses risk being invisible if their websites are not among the handful of sources AI tools cite. For small enterprises without the resources of large publishers, this creates a serious visibility gap.

This is where Streamline Feed steps in. Built as a community-first platform, Streamline Feed offers Kenyan businesses a direct way to showcase themselves outside the clutter of traditional search. Our business directory pages are powered by strong user ratings, reviews, and authentic conversations in community forums. Instead of waiting to be cited by an algorithm, businesses can collect valuable customer feedback, display social proof, and build credibility in real time.

Just as Yelp became the gold standard for business reviews in the US, Streamline Feed is positioning itself as the trusted hub for ratings and first-hand experiences in Kenya. Every review is not just a star count — it’s an insight into how customers interact with products and services, what they value, and where improvements are needed. In an age where AI assistants harvest information and keep users on-platform, Streamline provides businesses with a homegrown channel where reputation, transparency, and engagement directly translate into visibility.

For any Kenyan business looking to grow — whether a retail shop in Nairobi, a hotel in Mombasa, or a fintech startup in Kisumu — Streamline Feed ensures that customer voices become your strongest asset. By combining directory ratings with active forums, the platform helps brands stay discoverable, earn trust, and understand customer experiences at every stage of the journey.

In short, while AI may disrupt how people search, Streamline ensures that businesses can still be found, trusted, and chosen — because in Kenya’s fast-moving digital economy, the community speaks louder than algorithms.