AI in search: Charting changing trends in search engines 

If you look back at the version of the internet that rallied the dot-com boom in the nineties, it’s a bit of a shock. Pre-social media, pre-streaming services, pre-personalization. In many ways, our lives were much simpler.

Today though, our preferences have shifted. We want fast, personalized, and accurate information, on whichever platform we choose to find it. We want it on our phone and other devices, and to use text or images to find whatever information we’re looking for.

Artificial intelligence, especially AI in search, is creating lots of exciting opportunities, but with that comes a load of uncertainty that brands are trying to navigate. To understand the why and how, let’s look at five ways consumers’ relationships with AI and search engines are evolving.

Generative AI search vs. traditional search

We’ve surveyed global attitudes towards AI since ChatGPT took off in 2022. There’s a lot to learn from it, especially when it comes to what consumers are looking for in their search experience online.

Let’s take a look at Gen Z. They’re more likely to use AI platforms/chatbots to search for information than they are image or voice search, or to use brand/retail websites. If we look further up the generations, millennials, Gen X, and baby boomers all say AI chatbots are their least used tool for finding information. 

What’s clear for now is that traditional search engines and social media platforms are still consumers’ go-to choice, but we have to recognize the impact AI chatbots have had in such a short time frame, especially among younger audiences. If we put it side by side with other search methods, it’s taken AI only a year to do what voice search achieved in a decade. The million (or billion) dollar question for technology companies is how they adapt to these AI offerings, so let’s explore the tools in question.

The AI tools consumers use most

The most important factors for consumers when they’re looking to use AI platforms/chatbots are that they’re an up-to-date, trustworthy source of information, and of course, are safe to use.

Apple put safety pretty centrally in the announcement of Apple Intelligence, and like search engines, have captive audiences and existing tech infrastructure that serve as a huge advantage. 

It’s important to point out that the region consumers live in plays a huge role in AI adoption. 63% of consumers in the UK said they hadn’t used any of the 9 AI tools we asked them about in July this year, with a similar lack of disengagement seen in Australia (57%), Canada (56%), and the US (53%). The assumption that AI is taking over doesn’t really hold water here, the reality is you need to understand usage and attitudes at a market level. Depending on the region your business operates in, you might have more (or less) time on your hands to get on top of these emerging trends.

Another factor at play is that AI tool engagement is influenced by device ownership. We see higher than average engagement with ChatGPT among iPhone owners – no surprise the integration with the Apple ecosystem has gone down a treat. Google Gemini engagement is higher than average with Google Pixel owners, and Bing AI Chat is more popular with Samsung mobile owners. When we think about the impact AI may have on search behaviors and discoverability, seeing the devices consumers use to engage with your digital touchpoints can help you to understand where else they might be putting their attention.

The AI skills race

Like any product or service, it’s important to understand not just what’s popular, but the motivations for use in the first place. It’s easy to have your imagination captured online by AI-generated photos and videos, but it’s the underlying skills that brands need to focus on.

Research, efficiency, and creativity are the skills that consumers say they’ve most improved through using AI tools. In fact, research was the top skill among AI-tool users in all but two of the 12 markets we surveyed in April this year – Malaysia with problem-solving, and Japan with efficiency. This has natural implications for brand discovery – if a consumer can use AI tools to get a tailored answer to their question, why go to a website or social media page to find it?

To put AI tool research into context, 24% of consumers in 12 markets say they’ve most improved their research skills through using AI tools. That’s less than the number that say they typically discover new brands or products through search engines (32%), ads on TV (31%), ads on social media (29%), or word-of-mouth recommendations (28%). That’s great to know for now, but it’s important to look to the future.

Over 1 in 3 consumers say they hope AI tools will become more helpful for doing research in the future.

Even in the markets we’ve mentioned that have slower uptake of the technology, consumers have a strong sense that they can become more ‘skilled’ through the development of AI. The displacement effect is very real, and consumers are more likely to see AI as a positive thing for the future.

Where AI outperforms humans (according to humans)

If a consumer comes across content they like online, and then finds out it’s AI-generated, they wouldn’t necessarily think less of it. Most say they’d feel indifferent, and some would even like it more. So when we talk about which areas could be displaced by AI, we can get an idea by looking into the things consumers feel it’s already performing better at than humans.

Data analysis, language translation, and problem-solving top the list of areas consumers feel AI outperforms humans. But one thing we know is that attitudes are complex, and not all consumers think the same. Let’s give you some examples:

• Students are 36% more likely to say AI outperforms with idea generation and brainstorming
• Retail/fashion workers are 17% more likely to think it outperforms at problem-solving
• Self-employed/freelancers are 15% more likely to say it outperforms at creative design and innovation

It’s obvious to say the use cases of AI are varied, but when it comes to finding information, a sign that displacement will be felt across industries. There’s a general agreement that these tools are better at more functional tasks than empathetic ones, but brands need to be on the pulse of consumer attitudes specific to their sector to see how they can manage this transition.

Accuracy isn’t consumers’ only search motivation

Reliability, relevant search results, and up-to-date information are the most important things to consumers when using a search engine. It’s known that AI chatbots have had issues with hallucinations, so for those platforms, reliability may be put into question. So what do users of apps like ChatGPT prioritize?

They care more than average for the ease of access, convenience, and the level of detail of a response they get from a search engine. For some consumers accuracy is everything, but for others, they want to learn more from their initial search then a web link alone will show them.

First, a few pointers to help you make sense of the chart. Google has such a large share of global search engagement that Google users’ attitudes pretty much represent those of the average global internet user. With a smaller audience share, users of the other search engines/apps have more unique traits. We can’t say if the attitudes relate to the information provided specifically from the platform these users use, but they are useful indicators of their search satisfaction overall.

What’s most interesting to take away from this is that ChatGPT users are a pretty satisfied bunch. Across a range of information from food and recipes to product information, they have the most positive experience when searching online. Also, they’re happy to refine their search to get the answer they’re looking for, with 43% saying they change their search queries regularly/often, compared to 33% among all internet users. Using an AI chatbot is like having a conversation which for many may come more naturally, especially when long-tail keywords aren’t always going to surface the answers you’re looking for.

While ChatGPT users may be more hands on when it comes to getting the information they want, it tends to result in a more satisfactory search experience overall. There’s a huge focus on getting fast information, and while that’s still relevant, it might be time to rethink how consumers want to consume information in the first place. Adoption in many markets might be slow, but if it’s a more satisfactory search experience, the tides may continue to shift in AI’s favor.

Final thoughts on AI and search 

The potential for AI to disrupt the search landscape is immense, especially among younger groups who are already experiencing the shift. As AI continues to evolve, it’ll likely reshape how we seek and consume information, moving beyond traditional search engines to more integrated, conversational, and personalized experiences. The rapid adoption of AI tools like chatbots suggests a future where the lines between searching for information and interacting with technology blur.

Brands will need to adapt swiftly to these changes, making sure they stay relevant and trustworthy in an AI-driven world. The challenge will be balancing the benefits of AI — speed, personalization, and efficiency — with the need to maintain accuracy and reliability. This evolving landscape may not only redefine consumer behavior, but also make us reconsider the very nature of information discovery in the digital age.