based on materials from the site - By Crypto Daily™
GenAI influences user behavior: Outset PR demonstrates the need to adapt stories to a new reality
Generative AI is changing how people interact with information on the internet. For decades, searching meant entering keywords into Google and browsing a list of links. This model is collapsing.
Today, millions of users ask detailed questions in a conversational format in tools like ChatGPT, Perplexity, or Gemini, and receive direct, synthesized answers, often without even opening a website.
The numbers speak for themselves:
Globally, the number of search queries without clicks has risen to nearly 70%, thanks to AI-generated search result summaries.
Only 1% of users click through from Google’s AI summaries to primary sources.
Average queries made with AI are six times longer than those made with traditional search, indicating a shift to contextually rich questions in natural language.
This evolution reflects deeper behavioral changes: people no longer browse web pages in the old way. Information retrieval increasingly begins and ends within artificial intelligence systems.
The platforms themselves are changing the flow of traffic on the internet. For example, ChatGPT processes billions of visits monthly and dominates the search market using artificial intelligence alongside Google Gemini. Together, they handle nearly four-fifths of all AI-based queries. Users also do not perceive these tools as search engines. The average AI-based query consists of 23 words — six times longer than a standard Google search — and sessions last three times longer. People interact with machines rather than skim through results.
For the media, this shift is both an opportunity and a risk. On one hand, GenAI can direct a new audience to publications whose content is quoted and referenced in responses. On the other hand, publishers risk going unnoticed if their materials are not represented in these AI-based environments.
Some companies have already felt the negative side of this.
A more general trend is now noticeable even in specialized niches. Outset PR, a PR agency specializing in crypto and PR information, presented a report for the second quarter of 2025 on the performance of Eastern European crypto resources. The report states that more than 20% of the 114 crypto and PR websites received measurable traffic from GenAI platforms.
Although the share of visits was small, the signal is clear: AI itself is becoming a channel for information retrieval. And the audience, especially in such tech-savvy and rapidly evolving areas as crypto, is already adapting to it.
The Outset PR report also makes an important distinction between specialized crypto resources and mainstream media (with dedicated crypto sections but broader editorial coverage).
Crypto and PR resources: 20.6% of resources received AI-related traffic.
Mainstream media: 41.8% recorded GenAI referrals, leading to 566,596 visits.
Interestingly, while generalist articles attracted more visitors, the relative share of information obtained through AI was higher in specialized publications. This suggests that GenAI tools are more likely to identify niche, specialized materials, enhancing their role as filters for expert knowledge.
Adapting to the New Reality
For journalists, editors, and media strategists, the lesson is simple: if your content is difficult for AI to analyze, you risk being left out of the flow of future inquiries. The new frontier is generative optimization (GEO), making stories interesting for large language models, not just for people or search algorithms. This means:
Write in clear, structured formats that LLMs can interpret.
Provide concise summaries and well-tagged metadata.
Maintain trust and authority, as AI systems increasingly prefer reliable sources.
Generative AI is changing not only the mechanics of search but also reader habits. And, as the Outset PR report shows, this change is not abstract — it is already measurable. Media organizations that adapt their stories today will be much better positioned in tomorrow's AI-driven information economy.
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