[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/trevorantley.com\/uncategorized\/glass-funnel-ai-search-zero-click-world\/#BlogPosting","mainEntityOfPage":"https:\/\/trevorantley.com\/uncategorized\/glass-funnel-ai-search-zero-click-world\/","headline":"AI Search and the Glass Funnel: Welcome to the Zero-Click World","name":"AI Search and the Glass Funnel: Welcome to the Zero-Click World","description":"Table of contentsWelcome to the Zero-Click World of AI SearchThe Glass Funnel of AI-Assisted Search EnginesWhat is the \u2018Glass Funnel\u2019?User Search Behavior with AI Mode & AI OverviewsAI Mode is a DestinationDecisions Precede ClicksAnswer Engine Optimization (AEO) & Generative Engine Optimization (GEO)Marketing Agencies, AI SEO, and the Glass FunnelCollapse of Traffic-Based ServicesSEO Attribution Black HoleRise","datePublished":"2025-11-24","dateModified":"2025-11-24","author":{"@type":"Person","@id":"https:\/\/trevorantley.com\/author\/jtantley\/#Person","name":"Trevor Antley","url":"https:\/\/trevorantley.com\/author\/jtantley\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f9fd27ed11a32bfa84a5095ba778de0d12f757c446bdf67dca5424f6c2197d99?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f9fd27ed11a32bfa84a5095ba778de0d12f757c446bdf67dca5424f6c2197d99?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Person","name":"Trevor Antley","image":{"@type":"ImageObject","@id":"https:\/\/trevorantley.com\/wp-content\/uploads\/2024\/10\/cropped-search_01.webp","url":"https:\/\/trevorantley.com\/wp-content\/uploads\/2024\/10\/cropped-search_01.webp","width":512,"height":512}},"image":{"@type":"ImageObject","@id":"https:\/\/i0.wp.com\/trevorantley.com\/wp-content\/uploads\/2025\/11\/glass-funnel.jpg?fit=1024%2C535&ssl=1","url":"https:\/\/i0.wp.com\/trevorantley.com\/wp-content\/uploads\/2025\/11\/glass-funnel.jpg?fit=1024%2C535&ssl=1","height":535,"width":1024},"url":"https:\/\/trevorantley.com\/uncategorized\/glass-funnel-ai-search-zero-click-world\/","video":{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY","name":"Inside Google's AI turnaround: AI Mode, AI Overviews, and vision for AI-powered search | Robby Stein","description":"Robby Stein is VP of Product at Google, where he oversees the core products of Google Search\u2014including the new AI Overviews, AI Mode, search ranking, Google Lens, and more. Previously, he led consumer products at Instagram, where he and his teams built Stories, Reels, Close Friends, and other key features now used by billions.\n\n*What you\u2019ll learn:*\n1. Why Google\u2019s AI products are suddenly taking off after years of perceived stagnation\n2. How AI is expanding Search rather than replacing it, contrary to what many predicted\n3. The three core product principles that have helped Robby build multiple billion-user products\n4. Inside Instagram\u2019s decision to build its own version of Snapchat Stories\n5. His mantra of \u201crelentless improvement\u201d\n6. How Google developed AI Mode from concept to launch in just one year\n7. Why most teams give up too early on potentially transformative products\n\n*Brought to you by:*\n\u2022 Vanta\u2014Automate compliance. Simplify security: https:\/\/vanta.com\/lenny\n\u2022 Jira Product Discovery\u2014Confidence to build the right thing: https:\/\/atlassian.com\/lenny\/?utm_source=lennypodcast&utm_medium=paid-audio&utm_campaign=fy24q1-jpd-imc\n\u2022 Orkes\u2014The enterprise platform for reliable applications and agentic workflows: https:\/\/www.orkes.io\/\n\n*Transcript:* https:\/\/www.lennysnewsletter.com\/p\/how-google-built-ai-mode-in-under-a-year\n\n*My biggest takeaways (for paid newsletter subscribers):* https:\/\/www.lennysnewsletter.com\/i\/175041217\/my-biggest-takeaways-from-this-conversation\n\n*Where to find Robby Stein:*\n\u2022 X: https:\/\/x.com\/rmstein\n\u2022 LinkedIn: https:\/\/www.linkedin.com\/in\/robbystein\/\n\n*Where to find Lenny:*\n\u2022 Newsletter: https:\/\/www.lennysnewsletter.com\n\u2022 X: https:\/\/twitter.com\/lennysan\n\u2022 LinkedIn: https:\/\/www.linkedin.com\/in\/lennyrachitsky\/\n\n*In this episode, we cover:*\n(00:00) Introduction to Robby Stein\n(04:46) Google\u2019s recent success with AI\n(06:08) The evolution of Google Search\n(09:41) AI Mode and its impact\n(15:30) The rise of AEO\n(18:50) Building successful AI products\n(21:31) \u200a Embodying relentless improvement\n(30:10) Lessons from Instagram Stories\n(35:20) Driving growth in established products\n(40:08) Balancing optimization and innovation\n(43:39) The journey of AI Mode: From launch to expansion\n(48:05) Organizational changes and urgency\n(49:51) AI Mode vs. competitors\n(51:35) Core product principles\n(57:07) Instagram\u2019s Close Friends feature\n(01:03:01) The importance of resources in development\n(01:06:39) AI corner\n(01:11:19) Curiosity and learning\n(01:15:01) Lightning round and final thoughts\n\n*Referenced:*\n\u2022 Google Gemini: https:\/\/gemini.google.com\/app\n\u2022 Nano Banana: https:\/\/aistudio.google.com\/models\/gemini-2-5-flash-image\n\u2022 Chat GPT: https:\/\/chatgpt.com\/\n\u2022 Perplexity: https:\/\/www.perplexity.ai\/\n\u2022 Google Lens: https:\/\/lens.google\/\n\u2022 AI Google search: https:\/\/www.google.com\/ai\n\u2022 Why ChatGPT will be the next big growth channel (and how to capitalize on it) | Brian Balfour (Reforge): https:\/\/www.lennysnewsletter.com\/p\/why-chatgpt-will-be-the-next-big-growth-channel-brian-balfour\n\u2022 Alex Rampell on X: https:\/\/x.com\/arampell\n\u2022 A 4-step framework for building delightful products | Nesrine Changuel (Spotify, Google, Skype): https:\/\/www.lennysnewsletter.com\/p\/a-4-step-framework-for-building-delightful-products\n\u2022 Look broader, look closer, think younger: Tony Fadell speaks at TED2015: https:\/\/blog.ted.com\/look-broader-look-closer-think-younger-tony-fadell-speaks-at-ted2015\/\n\u2022 Jobs to Be Done: https:\/\/www.christenseninstitute.org\/theory\/jobs-to-be-done\/\n\u2022 The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https:\/\/www.lennysnewsletter.com\/p\/the-ultimate-guide-to-jtbd-bob-moesta\n\u2022 Rinstagram or Finstagram? The curious duality of the modern Instagram user: https:\/\/www.theguardian.com\/technology\/2016\/sep\/26\/rinstagram-finstagram-instagram-accounts\n\u2022 V03: https:\/\/v03ai.com\/\n\u2022 Pirate GPT: https:\/\/www.kickstarter.com\/projects\/silentmeditation\/pirate-gpt\/\n\u2022 The Bear on Hulu: https:\/\/www.hulu.com\/series\/the-bear-05eb6a8e-90ed-4947-8c0b-e6536cbddd5f\n\u2022 Dune on HBO Max: https:\/\/www.hbomax.com\/movies\/dune\/e7dc7b3a-a494-4ef1-8107-f4308aa6bbf7\n\u2022 Top Gun: Maverick: https:\/\/www.imdb.com\/title\/tt1745960\/\n\u2022 Purple pillows: https:\/\/purple.com\/pillows\n\u2022 Avocado pillow: https:\/\/www.avocadogreenmattress.com\/products\/green-pillow\n\n*Recommended books:*\n\u2022 Competing Against Luck: The Story of Innovation and Customer Choice: https:\/\/www.amazon.com\/Competing-Against-Luck-Innovation-Customer\/dp\/0062435612\n\u2022 The Design of Everyday Things: https:\/\/www.amazon.com\/Design-Everyday-Things-Revised-Expanded\/dp\/0465050654\n\u2022 Aurora: https:\/\/www.amazon.com\/Aurora-High-Stakes-Survival-Navigate-Darkness\/dp\/0062916475\n\u2022 Project Hail Mary: https:\/\/www.amazon.com\/Project-Hail-Mary-Andy-Weir\/dp\/0593135202\n\n_Production and marketing by https:\/\/penname.co\/._\n_For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com._\n\nLenny may be an investor in the companies discussed.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/kOnsqqVbIeY\/default.jpg","https:\/\/i.ytimg.com\/vi\/kOnsqqVbIeY\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/kOnsqqVbIeY\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/kOnsqqVbIeY\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/kOnsqqVbIeY\/maxresdefault.jpg"],"uploadDate":"2025-10-10T23:28:26+00:00","duration":"PT1H21M38S","embedUrl":"https:\/\/www.youtube.com\/embed\/kOnsqqVbIeY","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UC6t1O76G0jYXOAoYCm153dA#Organization","url":"https:\/\/www.youtube.com\/channel\/UC6t1O76G0jYXOAoYCm153dA","name":"Lenny's Podcast","description":"Interviews with world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.","logo":{"url":"https:\/\/yt3.ggpht.com\/Wk7-4UW17JqDXgVWDiE7s1gJxDkt_UwNa2oNw8OYRwc9deiCv2V2fFAdNgByDi0K9AAF0YMj=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":28491}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=kOnsqqVbIeY#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":436}]},"about":["Uncategorized"],"wordCount":2004,"articleBody":"Table of contentsWelcome to the Zero-Click World of AI SearchThe Glass Funnel of AI-Assisted Search EnginesWhat is the \u2018Glass Funnel\u2019?User Search Behavior with AI Mode & AI OverviewsAI Mode is a DestinationDecisions Precede ClicksAnswer Engine Optimization (AEO) & Generative Engine Optimization (GEO)Marketing Agencies, AI SEO, and the Glass FunnelCollapse of Traffic-Based ServicesSEO Attribution Black HoleRise of Brand-Centric SEOAI Search: Digital Decision OptimizationStep 1: Deconstruct the Decision PointsStep 2: Engineer Citation-Ready ContentExample: B2B SaaS (Project Management)Step 3: Win the \u2018Site Type\u2019 BattleAI Search and the Zero-Sum GameWelcome to the Zero-Click World of AI SearchFor over two decades, digital marketing has operated on a simple, foundational premise: good SEO drives clicks. The rapid integrations and changes to online search have now irrevocably changed that. AI Search has created a Glass Funnel around the user journey that traditional SEO tactics can\u2019t touch. This is the Zero-Click World.This reality has been confirmed in multiple studies on AIO, AI Search, and Google\u2019s AI Mode. These studies confirm what was suspected. For example, in Google\u2019s AI Mode, the median number of clicks to external websites per task is ZERO.The Glass Funnel of AI-Assisted Search EnginesWelcome to the zero-click world! \u201cZero-click search\u201d is a phenomenon where users no longer need to leave Google to complete their online search. Studies have already demonstrated this reality. Most users complete the entire \u201cconsideration and comparison\u201d phase of the user journey inside Google without ever clicking to another website.This is the Glass Funnel of AI Search created by platforms like Google\u2019s AI Mode and ChatGPT. The Glass Funnel effectively makes many fundamental SEO strategies obsolete and raises new challenges for digital marketers to reach users.What is the \u2018Glass Funnel\u2019?AI-assisted search is continuing to replace traditional search engines. By doing so, it has created the Glass Funnel responsible for zero-click search.Why a \u201cGlass Funnel\u201d? The Glass Funnel is a metaphor for the dynamic between digital marketers and AI search. Imagine a clear glass funnel full of oil. You can see the oil clearly through the glass, but your hand is dry since you couldn\u2019t touch the oil.Similarly, digital marketers can \u201csee\u201d AI user search queries and the answers\/responses the user receives from the AI. But we can only see, not touch. By containing the search experience to a single platform, Google has encased the user journey and search experience in glass. Influencing the search experience is difficult and removes the focus on rankings. Generating clicks in a \u2018clickless world\u2019 can get tricky.High-quality informational content optimized for SEO has been a top content strategy. Businesses have hired and trained teams of copywriters for that purpose. The Glass Funnel of AI Search requires digital marketers and SEO professionals to fundamentally pivot from SEO tactics. Influencing the user \u201cthrough the glass\u201d will be the only game that matters.User Search Behavior with AI Mode & AI OverviewsThe Glass Funnel is going nowhere. Google has been explicit that this is the future of online search. Robby Stein, Google\u2019s VP of Product, recently discussed his vision. AI Overviews, Multimodal Search (like Google Lens), and Google\u2019s AI Mode will integrate into a single, unified interface. Stein described this inevitability as an interactive \u201cbrain\u201d that users can easily converse with to obtain information.Stein\u2019s comments reframe the fundamental nature of online search as a destination for answers, not a directory of links. User behavior already provides startling validation of this.AI Mode is a DestinationOne study demonstrates the reality of this search experience within Google\u2019s AI Mode. Data shows that users are highly engaged within the AI experience, with median dwell times ranging from 52 to 77 seconds (depending on the task type). In roughly three-quarters of all sessions, users never left the AI Mode pane at all. This is more than double the engagement time seen in AI Overviews (AIOs). That indicates a much deeper, more contained user session.Decisions Precede ClicksStudies continue to confirm that clicks are now a bottom-of-funnel, transactional event. The core of content marketing \u2014 informational and comparison-based search queries \u2014 are now almost entirely consumed within AI Mode.In a study, comparison queries like \u201cOura Ring vs Apple Watch\u201d generated almost no user exits from AI Mode. The vast majority of clicks out of AI Mode were driven only by transactional (shopping) queries like \u201ccanvas bag\u201d. Users form their opinions and make their brand judgments first. Subsequently, they only leave AI Mode once ready to make their purchase.Answer Engine Optimization (AEO) & Generative Engine Optimization (GEO)Stein claimed that Answer Engine Optimization (AEO) is still SEO \u201cat it\u2019s core.\u201d He continued, saying that AI search will always rely on \u201ctraditional search mechanics.\u201d He explained that when determining the sources to use, the AI performs a \u201cquery fan-out\u201d. A \u201cquery fan-out\u201d is where the AI issues dozens of background searches and evaluates the content. This is where traditional SEO hangs on as it still looks for established signals of quality, originality, and helpfulness.\u00a0Instead, I would argue instead that the Glass Funnel and zero-click search has deprecated SEO as a discipline. Most claims to the contrary use very loose definitions for \u201cSEO\u201d. The Glass Funnel requires a new facet of digital marketing to effectively get your brand in front of users. Clearly, both AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are critical to success.The goal for digital marketers is no longer to be the most clickable link on search engine result pages (SERPs). Instead, the goal is being the definitive and citable source that AI uses when it looks for authoritative sources.Marketing Agencies, AI SEO, and the Glass FunnelThe shift from a click-based to an influence-based web marketing model is happening rapidly. Subsequently, many digital marketing agencies have struggled to keep pace. Businesses should prepare for these fundamental changes in online search to reshape agency models and client expectations.Collapse of Traffic-Based ServicesSEO buzz-phrases like \u201corganic session growth\u201d and \u201ckeyword rankings\u201d aren\u2019t enough anymore. Agencies need to evolve their services and marketing. Otherwise, the agency is selling a product with a rapidly expiring shelf life.When a client\u2019s target MOFU queries cause a 90% reduction in traffic because users get their answers from AI Mode, how do you justify your value? The entire model for SEO agencies, built on the \u2018currency of the click\u2019, is becoming more obsolete each day. Shift the focus to online brand presence and AI Search influence to continue providing value to clients.SEO Attribution Black HoleThe Glass Funnel and zero-click searches have created an attribution problem for analytical analyses, adding another challenge. For example:A user might query \u201cbest project management software for small teams.\u201d The results are an AI-generated comparison that favorably cites your business\u2019s product based on a review on PCMag. Two hours later, the user goes directly to your website for the transaction. In this scenario, last-click attribution would misleadingly label this as a \u201cdirect\u201d conversion.The Glass Funnel makes it impossible to accurately track conversion correlation. It removes key data whose insights previously made conversion strategies more effective. To regain a semblance of that data, agencies will have to rely on supplements. These supplements might include brand-lift studies, sophisticated market mix modeling, and qualitative analyses to gauge and prove their impact. However, this will be a far cry from the precision tracking of the traditional user journey within Google Analytics.Rise of Brand-Centric SEOOur new era dominated by AI search demands a new type of SEO professional: Digital Decision Architects.\u00a0Digital Decision Architects are \u2018hybrid\u2019 digital marketing specialists who will need to merge skillsets. For example, these skills will draw from brand strategy, AI and LLM behavior, user psychology, and technical SEO expertise. The job of Digital Decision Architects isn\u2019t to figure out how to rank pages in SERPs. They need to understand the user\u2019s decision-making journey and how to optimize content for both AI and human readers.Digital Decision Architect make sure users see a brand or business within the Glass Funnel. Indeed, the main strength of a Digital Decision Architects is showcasing a brand at crucial moments of interaction.AI Search: Digital Decision OptimizationTo survive the rise of zero-click search, digital marketers need a novel strategic framework beyond SEO. Consequently, a successful framework must be designed to win decisions, not acquire clicks. Called Digital Decision Optimization, this new strategy is based on mapping the \u201cDecision Points\u201d within the user\u2019s Glass Funnel journey.Step 1: Deconstruct the Decision PointsForget the focus on broad keywords. The first step in Digital Decision Optimization is to map your target user\u2019s journey into a series of Decision Points. Decision Points are the specific, critical questions the user must answer to move them from consideration to preference.The following are examples of common Decision Points mapped as part of Digital Decision Optimization:Comparison: Involves comparing different brands and models to determine which offers superior features for particular needs. For instance, a runner might ask: \u201cIs the Hoka Clifton\u2019s cushioning better than the Brooks Ghost for long-distance running?\u201dValidation: Consumers frequently seek validation from experienced users or experts to confirm the expected performance and durability of a product. A relevant question could be: \u201cWhat do marathon runners say about the durability of the Saucony Endorphin Speed?\u201dObjection Handling: Understanding common complaints about a product helps consumers set realistic expectations and make a more confident decision. An example of this type of inquiry is: \u201cWhat is the biggest complaint about the New Balance 1080?\u201dThe specific Decision Points to map will vary depending on the business\/agency\/website, product or service, and the target users.\u00a0Step 2: Engineer Citation-Ready ContentIt\u2019s time to shift from long-form content to modular, citation-ready assets designed to answer the questions from our Decision Points. Furthermore, these assets must be concise, authoritative, and easily verifiable to be cited in an AI search.Example: E-commerce Brand (Running Shoes)For an e-commerce brand selling running shoes, create a dedicated page titled \u201cRunning Shoe Technical Specification Database.\u201d This is better than a 3,000-word \u201cUltimate Guide to Running Shoes.\u201d The new page should contain a highly structured table with sortable columns to optimize it for AI.This is not meant for long-form reading. It\u2019s a data source for when a user asks an AI, \u201cWhich shoe has a lower heel drop?\u201dExample: B2B SaaS (Project Management)For example, a B2B SaaS company in project management could create a specific, citable case study URL like yoursite.com\/case-studies\/acme-corp-efficiency. The H1 should be \u201cAcme Corp. Reduced Project Overrun by 22%.\u201d The page should contain a single, powerful chart and a block-quoted testimonial from the Acme VP.When Google\u2019s AI search searches \u201cwhich software is best for reducing project overrun,\u201d this verifiable, data-backed claim is positioned perfectly.Step 3: Win the \u2018Site Type\u2019 BattleGoogle\u2019s AI already has a clear bias for what type of site it trusts for different intents, for example:Product comparisons ([Ramp vs Brex]): the AI heavily favored Review sites (83% of citations).Direct shopping queries ([Canvas Bag]), it favored Brands and Marketplaces (93% combined).Reputation queries ([Liquid Death]), it split between the Brand site and Publishers like Reddit and YouTube.Your strategy must account for this. If your Decision Point is comparison-focused, your primary tactic might be a targeted digital PR and outreach campaign. The goal is to get your citation-ready content into trusted domains that the AI is already programmed to look for.AI Search and the Zero-Sum GameTraditional click-based SEO models are becoming obsolete in the era of the Glass Funnel and Zero-Click Search. This is a new, contained environment where users complete the entire evaluation and decision process inside Google\u2019s walls.The battle is no longer for traffic volume. Instead, the battle is for the decision itself. Winning this new reality demands abandoning the focus on broad keywords. Recognize that success now lies in influencing the user through the glass barrier."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Uncategorized","item":"https:\/\/trevorantley.com\/uncategorized\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"AI Search and the Glass Funnel: Welcome to the Zero-Click World","item":"https:\/\/trevorantley.com\/uncategorized\/glass-funnel-ai-search-zero-click-world\/#breadcrumbitem"}]}]