This past July, The Economist published a great article entitled AI is killing the web. Can anything save it? The underlying premise is that the rise of Open AI (ChatGPT), Gemini, Perplexity and their ilk are altering the economic fundamentals of the Internet.
The evolution of Google Search is a good illustration. The old deal was, you built a website that answered a search inquiry really well, and Google ranked your website near the top of its search results. People clicked through to your site, which is what you wanted. You could also pay Google to promote your site, with Adwords.
For information seekers, a Google query used to pull up a few sponsored (paid) results and the best organic matches. People would choose their favourite match, or ad, and click through to your website.
Now, above the paid and organic search results*, you get a Google Gemini-generated summary, which is the result of hundreds of pages of information scanned and parsed in the blink of an eye. And there’s your answer. It’s almost always a really, really good answer. And so many people don’t need to click through to your website. Or anyone else’s.
* Not always above results.
Consider this search query:
Google: 1, Mayo Clinic and Cancer Society: 0.
But see that little link at the bottom of the summary? Click it and you get:
Aha! AI doesn’t just make stuff up. Er…well not when it doesn’t have to, at least. Currently, Google Gemini cites its sources. Some people will click through and go straight to the source. If you’re the source, their trust in what they’re seeing at that point is super high.
So the big question for business owners is, ‘if search engines provide answers without sending you directly to the source of the information they are using, how do businesses and organizations drive traffic to their websites?’
The answer is twofold:
- by finding a way into AI summaries as a primary source of information for AI (as above)
- by means other that Search
That’s where—you guessed it—case studies come in strong. But don’t take our word for it. We asked ChatGPT the following question:
When traffic to my business website drops because AI is providing summary answers, how can case studies help drive business?
Here’s what we got back from ChatGPT, verbatim. We couldn’t have said it any better ourselves:
- Case Studies Feed AI with High-Authority, Original Data
AI summaries are drawn from content it sees as unique, factual, and authoritative. Well-structured case studies include:
- Specific data (percent improvements, cost savings, performance metrics)
- Unique project details (client context, challenges, solutions)
- Verifiable names and outcomes
These details make your pages stand out as primary sources of information that AI is more likely to quote — often with attribution links. In short: case studies become your “first-party data” that AI can’t replicate or summarize generically.
- They Convert Visitors Who Do Click
Even if traffic drops, conversion rates can rise. Case studies:
- Prove real-world success with credible evidence
- Build emotional and professional trust through storytelling
- Give prospects confidence to contact you — “They’ve solved my problem before.”
Well-crafted case studies turn fewer but better-qualified visitors into inquiries, meetings, or sales.
- They Power Multiple Marketing Channels
A single case study can be repurposed for:
- Social media posts highlighting project wins
- Video summaries for YouTube or LinkedIn
- Sales decks and email nurturing content
- Press releases or blog tie-ins that broaden reach
Even if fewer users find your site via traditional search, you’re driving traffic to your brand via other entry points.
- They Strengthen Brand Authority for AI and Humans
When you consistently publish real, detailed case studies:
- Other websites and industry media cite your work
- AI systems learn to associate your domain with trustworthy expertise
- Your reputation compounds, creating a virtuous cycle of credibility and visibility
- They Nurture Decision-Stage Buyers
AI summaries often serve the awareness stage of the funnel — users just learning. Case studies target the decision stage: they’re persuasive proof that your team delivers. This moves warm leads closer to a purchase or project commitment.