37% of consumers start searches with AI instead of Google: Study

Consumers are increasingly using AI tools — not Google — as their first source of information. This is driven by frustration with traditional search and rising expectations that AI will play a much larger role this year, according to a new report from Eight Oh Two, an SEO and PPC marketing agency.

Why we care. AI isn’t replacing search, but it’s reshaping where search begins, how people discover brands, and which options they consider. A hybrid journey is emerging: AI delivers the first answer, and traditional search confirms it. Brands now need consistency across both or risk losing credibility when users cross-check. As more consumers turn to AI, visibility, trust, and clarity will matter more than ever.

AI as the starting point. More than one-third of consumers (37%) said they begin their searches with AI tools rather than traditional search engines, according to the study. Instead of scanning ads and blue links, users want one clear answer they can act on right away. Respondents consistently described AI as:

• Faster.
• Clearer.
• Less cluttered.

Traditional search fatigue is real. AI wins when people want speed, simplicity, and relief from noise. Consumers are turning to AI to escape what traditional search has become. Their top search frustrations?

• Clicking through too many links (40%)
• Too many ads and sponsored results (37%)
• Difficulty getting a straight answer (33%)
• Repetitive or low-quality information (28%)

AI answers are gaining trust. Six in ten respondents (60%) said AI delivers better, clearer answers than traditional search, while only 6% said it performs worse. At the same time, trust remains an issue:

• 80% feel confident AI provides unbiased information.
• 85% still double-check AI answers elsewhere.

Traditional search engines remain the preferred option for:

• Product reviews and pricing.
• News and recent events.
• Images and videos.
• Health and medical information.

AI is reshaping brand discovery. When people ask AI for recommendations, they get a short, curated list, often with explanations that highlight some brands and exclude others entirely.

• Nearly half of consumers (47%) said AI influences which brands they trust.
• First impressions are increasingly formed inside AI-generated summaries. If a brand isn’t easy for AI to understand, summarize, or differentiate, it may never be considered.

AI now influences purchase decisions. AI’s role now extends well beyond casual queries, according to the survey:

• 47% of consumers have used AI to help make a purchase decision.
• 57% have used it to find the best prices.
• 54% have used it to compare products.
• 48% have used it for AI-generated review summaries.

Younger consumers lead adoption, but usage spans categories — from everyday items to tech, travel, and financial services. That said, most purchases still happen on major retailer or brand websites, not directly inside AI tools.

Expectations for 2026: more AI, fewer searches. AI is becoming the default interface for information, and consumers expect its role to grow quickly this year:

• 63% expect to use AI more.
• 59% believe AI will become their main way of finding information.
• Nearly half expect AI to handle full tasks end to end.

At the same time, users want AI to improve in:

• Fact-checking and citations.
• Accuracy and transparency.
• Personalization and context.

About the survey. Eight Oh Two surveyed 500 consumers who actively use AI tools, with data collected in November. The survey used multiple-choice, rating-scale, and open-ended questions to examine AI usage, search behavior, trust, brand discovery, and purchase decisions, offering a forward-looking view of how search is evolving this year and beyond.

The report. 2026 AI and Search Behavior Study (registration required)