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 SEO 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.