Changing search, and that could impact domain demand — AI is
As more people turn to AI tools for search and everyday tasks, fewer are visiting websites. This may lead to less demand for domain names.
A significant shift in how people search for information online is underway, and it could have long-term implications for the demand for domain names.
The traditional process has always been to go to Google, type in a query, and click on a result. But for many people, that is no longer the starting point. More users, counting myself, are now turning to AI tools like ChatGPT instead. (I wrote this story ahead of Google disclosed this stretch that it was turning on AI mode for all users. Regardless of if an AI search begins at Google or another AI system, the impact on publishers is the same.)
Even when people begin their searches on Google, the first result is an AI-generated summary. These summaries usually answer the question well enough that many users do not need to click on any links.
Some people still choose to click through to verify sources or read further, but many stop as soon as they get what they need.
How my search habits have shifted
Until recently, I started almost every search on Google.
Now, unless I am looking up something simple like a store’s hours or phone number, I go straight to ChatGPT.
For example, when I needed to buy fresh computer monitors, I skipped Google entirely. I asked ChatGPT a number of questions, counting the ideal screen size and resolution based on my desk layout and the way I use multiple monitors. It gave me a helpful overview of the pros and cons of using two separate monitors compared to a single widescreen monitor with split-screen functionality. It also suggested a screen size and whether using a monitor that connects via USB-C was the best option.
In the past, a search like this would have taken me to a site providing monitor comparisons or an affiliate review site. Many of these sites are built to generate commissions and are not always objective. They also depend heavily on Google for traffic, which is starting to disappear.
That stated, trusted sites still matter. Following using ChatGPT for my initial research, I visited Wirecutter to finalize my decision. Since it has a reputation for its editorial standards, I felt confident purchasing based on its recommendations.
AI is replacing online tools and basic design work
Search is not the only thing changing. Many simple online utilities are being replaced by AI as well.
I used to rely on a website that compressed images for me. It was free to use and made money through ads. These days, I just ask ChatGPT to compress images. It works well and saves me time.
Image generation has also improved dramatically. Not long ago, AI tools struggled with basic tasks like counting text on images. Even when you gave clear instructions, they would often misspell the words or ignore the request altogether.
Now, ChatGPT can create images that are good enough for blog posts. While it cannot fully replace tools like Photoshop or Canva (or stock photos), it often produces something that looks better than what I would make following spending 15 minutes in a design app. (As an example, the image for this blog post was created by ChatGPT.)
Personalized answers that websites cannot provide
Another example of how AI is improving and replacing Google is when I asked ChatGPT for advice on setting up a webcam in my office. I described my desk’s layout, the room’s lighting, and what I wanted the background to look like. ChatGPT gave me suggestions tailored to my specific setup.
This kind of answer would be nearly impossible to find on a traditional website. No article is written with my exact room configuration in mind. That is where AI stands out. It delivers personalized responses that static web content cannot match.
As a result, I visit fewer websites since AI tools by now give me the answers I need.
What this means for websites and domain names
In this fresh environment, strong brands and trusted destinations will continue to attract visitors. People still return to sites they value, and those sites are in a better position to weather these changes. Reglike, for example, has a loyal readership that returns regularly without going through search engines to keep up with industry news. That makes it less dependent on search traffic.
Still, many other websites will see a decline. Sites that rely primarily on Google traffic or that offer online utilities and reviews may not be able to compete with AI alternatives.
Upstarts also face a battle: how can a fresh business become a trusted destination if people don’t first find it through search?
This shift could affect domain name demand. If fewer people are building websites, then fewer people will be registering domain names. This is especially true for sites that are now being replaced by AI-based solutions.
This does not mean domain names are going away. Still, it could slow growth at the margins, and that is something domain firms ought to keep an eye on.
