If Google is consistently bringing in customers today, that’s not a reason to ignore AI visibility. In fact, a channel that already works gives a business room to test the next one calmly — instead of scrambling for an alternative only when the current source becomes more expensive or less effective.
Less dependence on a single source of customers
The first reason is reducing dependence on a single source of customers. A new channel doesn’t have to replace Google or become the main one straight away. It can develop alongside it, so customer acquisition is not built around a single path.
The economics of scaling a channel that already works
The second is the economics of scaling a channel that already works. Marketing can reach a saturation point where the marginal return on additional investment starts to decline. That doesn’t mean increasing the budget automatically makes Google less effective — a particular business may still have plenty of room to grow there. The point is not to wait until testing alternatives becomes a necessity.
How customers search, compare and choose is changing
The third is the way customers search, compare and choose is changing. In Poland, 20% of respondents consciously use ChatGPT, Gemini and other AI tools when making purchase decisions, while another 19% are unsure whether they have interacted with AI, for example through Google AI Overviews. Among people who use AI, 55% find it helpful for comparing products. At the same time, 61% of shoppers still don’t use AI for online purchases. So this isn’t about “the end of Google.” It’s about an additional path for discovery, comparison and choice.
The best time to experiment
The best time to experiment with a new channel is when your business doesn’t need it to rescue current sales. While Google is still bringing in customers consistently, you have room to test AI visibility, see whether your company appears in this new decision-making journey, gather data, and decide what role AI should actually play in your customer acquisition mix — without betting on it in advance.
Sources: Google — Capture demand, don’t cap it: Why every CMO needs a saturation curve; IAB Polska — AI jako nowy nawigator zakupowy. Raport dla E-commerce 2026.
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