AI search is gaining traction, but it isn’t replacing Google: Survey

People are adopting AI as a complement to classic search, not a full replacement, according to a new survey by digital marketing agency Higher Visibility:

• 71.5% reported using AI tools for search; 14% use them daily.
• 79.8% prefer Google or Microsoft Bing for general information searches.
• 20.2% have changed their primary search platform within the last year.

Why we care. Classic search engines still dominate – but we also know it is becoming more challenging as Google click-through rates are declining. However, AI answer engines and tools, social media platforms (like Instagram and TikTok), and shopping platforms all play a role in today’s messy search landscape.

AI search by generation. All generations are adopting AI search. However, usage varies:

• Gen Z (18-26): 82% have used AI search tools at least occasionally, and they favor social media for product discovery.
• Millennials (27-42): Balance traditional search and AI, with strong adoption for professional and educational queries.
• Gen X (43-58): 65% use AI occasionally, but strongly prefer traditional search engines.
• Baby Boomers (59-76): 45% used AI tools, but they remain the most loyal to traditional search.

How people search in 2025. Different search platforms dominate depending on the types of queries:

• General information: Americans prefer classic search.
• Shopping searches:
  • Initial product research: Google and Microsoft Bing.
  • Direct product searches: Amazon, Walmart, and Target.
  • Product comparisons and recommendations: AI tools (ChatGPT, Claude, Bard).
  • Discovery-based shopping: Social platforms (TikTok, Instagram, Pinterest).
  • Specialized product searches: Niche platforms (Etsy, eBay).
• Local business searches:
  • Overall: Google Maps and Business Profiles.
  • Restaurants and entertainment: Social media (Facebook, Instagram, Nextdoor).
  • Service-based businesses: Review sites (Yelp, TripAdvisor).

About the data. HigherVisibility surveyed 1,500 Americans in January. Respondents were between the ages of 18 to 76 and represented a variety of income levels and educational backgrounds.

The report. How People Search Today: A Study on Evolving Search Behaviors in 2025