HubSpot: 49% say search traffic fell

- HubSpot's 2026 State of Marketing reports nearly half of marketers say web traffic from traditional search has decreased because AI-generated answers appear first. - HubSpot also published free AEO tools to benchmark visibility across ChatGPT, Perplexity and Gemini, pushing marketers to track LLM answer presence metrics. - Brands now need to optimize content for inclusion in AI answers, not just for blue-link rankings. (blog.hubspot.com)