Observed Signal · Dec 18, 2025 · Industry Analysis · Source: CMSWire · Impact: 3/5 · Sentiment: Neutral
AI Search Ends Website Clicks: Brands Now Meet Customers Inside Models
This CMSWire editorial argues that the rise of large language models (LLMs) is fundamentally shifting how customers discover and interact with brands. Search is collapsing into conversation, with users receiving synthesized answers directly from AI models rather than clicking through links. By 2028, half of all web searches are predicted to involve an LLM, reducing the importance of website traffic and CTRs. Brands must now serve two audiences—humans and LLMs—by creating content that is both human-friendly and structured for machine ingestion. Success metrics should move toward visibility within model outputs, citation frequency, and influence on consideration. The article advises organizations to rethink content strategies, measure beyond pageviews, and build more open, composable tech stacks to remain discoverable and quotable in AI-driven discovery.
The article highlights a significant structural shift in search and discovery driven by LLMs, impacting SEO, content strategy, and CX for brands and advertisers. While not a breaking news event, it provides strategic insights that affect how brands and agencies approach digital marketing and media planning.
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Key Takeaways & Evidence Grounding
- By 2028, half of web searches will involve an LLM, according to the article.
- Clicks and links are becoming less relevant as LLMs retrieve and synthesize answers directly.
- Website traffic is plummeting on many sites, but this is not necessarily negative.
- Brands now have two audiences: humans and LLMs, requiring dual content strategies.
- Success metrics should shift from pageviews and CTR to visibility within model outputs and citation frequency.
Connected Companies & Entities
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Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
Jon Cook Steps Down as CEO of WPP Creative and VML
Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.
Cakes Body Launches In-House Media Studio Cakes Media
Beauty brand Cakes Body, known for its founder-led TikTok virality, has launched its own entertainment company, Cakes Media, to bring brand marketing in-house and operationalize virality. The company grossed $100 million in sales since launching in 2022. Cakes Media aims to create social-first content and owned media for digital and streaming platforms, with a focus on long-form documentary-style episodes repurposed for short-form content. The studio is funded from the brand's top-of-funnel marketing budget. The move reflects a broader trend of brands building in-house studios to earn attention through entertainment rather than traditional advertising.
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