People are Starting Searches with AI

Many users now begin searches with AI

A recent survey found that around 37% of people start their information search using AI tools instead of going straight to a traditional search engine like Google.

Frustration with old-style search drives this change

People said they feel tired of classic search because:

  • Too many steps to find basic answers
  • Ads and sponsored links crowd results
  • Difficulty getting a direct response
  • These frustrations push them toward tools that give short, direct answers from the start.

Users say AI gives quicker and simpler answers

Respondents reported that AI gave them answers that felt:

  • Faster to read
  • Easier to understand
  • Cleaner, without lots of clutter
  • This is part of the appeal for beginning with AI.

People trust AI answers, but they still check elsewhere

Even though many users feel confident that AI answers are unbiased, most still verify the information using other sources.

Classic search is still preferred for specific needs

When it comes to specific tasks, traditional search results are still chosen more often, especially when users want:

  • Product details and price comparisons
  • News updates
  • Photos and videos
  • Health or medical information
  • These categories are where links and rich pages still matter.

AI influences brand awareness

Almost half of the people surveyed said that AI tools affected which brands they favoured or trusted. When AI mentions specific brands early in a session, that shapes first impressions.

AI is part of buying decisions

A majority of users said they have used AI tools to:

  • Compare item prices
  • Read combined product reviews
  • Help make choices before buying
  • This shows AI is more than curiosity — it affects consumer choice behaviour.

Use of AI tools is expected to grow

A large share of respondents said they plan to use AI tools more in the near future and expect AI to become a dominant way to get information.

Reference: Insights adapted from reporting and research published on Search Engine Land – https://searchengineland.com/