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.
The report. How People Search Today: A Study on Evolving Search Behaviors in 2025
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About the author
Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.