The End of Google: How AI Is Transforming the Buyer Journey

The firms and vendors who adapt will stop chasing page-one rankings and start competing for something more powerful: inclusion in the generative responses that shape buyer perceptions and decisions. That is the new measure of influence in a self-service world.

6 minute read September 01, 2025 at 12:51 AM
By
Patricia Nagy
The End of Google: How AI Is Transforming the Buyer Journey

For more than a decade, Google was the default gateway to inbound leads. Law firms built content strategies around page-one rankings, and legal technology companies poured budget into paid search ads because visibility at the top of the results meant visibility in the pipeline.

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AI claims are getting more scrutiny and regulators are looking more closely at whether organizations can substantiate what they say their AI does, while courts are beginning to address what happens when AI-generated search summaries get information wrong.

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