I recently came across a fascinating study revealing that 37% of consumers are now starting their searches with AI tools instead of Google. The frustration with traditional search methods seems to be steering many of us towards AI, compelling brands to maintain their visibility and credibility across both platforms.
Personally, I find it intriguing how AI is reshaping the initial stages of search, impacting how we identify and evaluate brands. This hybrid approach begins with an AI-generated answer, followed by traditional search for confirmation. To keep their credibility intact, brands must ensure consistency across both platforms as the emphasis on visibility, trust, and clarity increases.
According to the study, over a third of consumers—37% to be exact—are kicking off their searches with AI tools over traditional engines. The appeal lies in the promise of a quicker, clearer answer without the need to sift through ads and multiple links. Users described AI as faster, clearer, and less cluttered.
Many of us are experiencing what could be termed as ‘traditional search fatigue’. The chief grievances include excessive clicking through links (40%), overwhelming ads and sponsored results (37%), and difficulty in getting straightforward answers (33%). The redundancy of information also ranks high in complaints at 28%.
AI’s trustworthiness is gaining traction, with six out of ten respondents confident about the superiority of AI-generated answers compared to traditional search. However, a significant portion—85%—still cross-checks AI responses.
Traditional search engines remain favored for product reviews, current news, multimedia, and health information. Interestingly, nearly half of the consumers trust AI to make brand recommendations, reshaping brand discovery by offering concise lists with brand assessments.
AI’s influence extends to purchasing decisions as noted by the survey, with consumers using AI to decide on purchases (47%), find best prices (57%), compare products (54%), and even get review summaries (48%). While younger audiences lead this adoption, it actually cuts across all categories from daily items to travel and finance.
Looking ahead to 2026, it’s expected that AI will continue to grow, with 63% of participants anticipating increased AI usage and nearly half expecting AI to handle comprehensive tasks. Yet, there’s still room for AI to improve in terms of fact-checking, transparency, and context personalization.
The Eight Oh Two survey canvassed 500 active AI users last November, delving into AI’s role in search behaviors, trust levels, and purchasing influences, giving us a window into the evolving dynamics of search landscapes this year and moving forward.
For more detailed insights, you can explore the 2026 AI and Search Behavior Study.
Inspired by this post on Search Engine Land.
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