Brands, marketers turn to new top-level domains to build recognition in the era of AI

At the same time, overall referral traffic from search is slipping at a structural level. Data from Similarweb shows that general search referrals to 1,000 web domains dropped from 12 billion global visits in June 2024 to 11.2 billion in June 2025, a 6.7% decline year over year.

AI is reshaping how consumers discover brands online. As a result, businesses are rethinking every element of their digital strategy, including domain names.

Domain names haven’t historically been associated with brand or marketing strategies beyond picking a name for a website. But as short, traditional domain extensions have become less available, businesses have increasingly turned to domain extensions like .studio, .ai and .pro to match their brand’s focus.

“Last year was the first year the usage of new extensions exceeded traditional extensions for tech startups polled,” said Rachel Sterling, CMO at Identity Digital, a leader in connecting the online world with domain names and the domain registry operator that owns name.com.

These new top-level domains, or nTLDs, are emerging as critical tools for brands navigating AI-driven search. They help establish credibility and build recognition in an increasingly fragmented digital landscape.

Setting up for success in AI-driven discovery

“The days of just being able to go into Google and pull up a search are in the rearview mirror. AI is becoming a more active part of brand discovery,” Sterling said.

When consumers are served AI-generated answers instead of traditional link lists, a web address becomes a visible representation of a brand’s credibility and relevance.

“Your domain is your first impression,” Sterling said. “It’s what you share with people when making a connection.”

Data visualization studio Flourish, for example, uses Flourish.studio as its web address. This makes it immediately clear to prospective customers that the brand offers creative services, with no further explanation needed.

“A new top-level domain like .studio is especially valuable for marketers working with creative teams, agencies and visual brands, because it reflects the exact category those audiences operate in,” Sterling said. “It gives them a short, memorable and relevant address that instantly communicates creative expertise, which strengthens brand storytelling and first impressions.”

When domain names are clear and relevant, they can help improve recognition, trust and click-through in AI-generated search results. They can contribute to higher engagement and revenue, offering both a creative brand signal and a business advantage.

Building brand foundations through new web addresses

Beyond search optimization, nTLDs help brands establish a strong foundation for long-term growth and recognition.

A brand’s domain is “the true front door to your digital identity,” Sterling said. Domains that align with brands’ work create a clearer identity and give brands control of their narrative. These extensions are intuitive and easy to remember, turning the domain itself into a marketing asset.

They also help brands build consumer trust by establishing authority and authenticity. They instantly communicate a brand’s purpose, reducing the friction between name and identity.

“A .studio domain gives creative professionals a direct way to show what they do in a single glance,” Sterling said. “It immediately signals that their work is connected to creative services, which strengthens credibility and first impressions.”

nTLDs as the competitive edge for modern brands

“Clarity is the ultimate competitive advantage,” Sterling said. “nTLDs immediately signal your category and purpose, cutting through the noise in a way legacy domains often can’t.”

These extensions are particularly effective when appealing to younger, digital-first consumers who favor brands that feel intentional and authentic.

“The domain .studio feels clean and modern, and that very much appeals to a Gen Z mindset. You’re putting out that you’re forward-looking right from your first impression of that domain,” Sterling said. “In an era where social algorithms constantly shift, your domain should be the steady, integrated anchor of your presence rather than an afterthought.”

“Creative domain extensions reflect where modern brand marketing is heading,” Sterling added. “Brands are fighting for visibility across fragmented channels, and AI-driven discovery rewards clarity, relevance and credibility. A domain that communicates meaning on the right side of the dot gives marketers another way to reinforce their message and build trust.”

Partner insights from name.com