37% of customers now begin their searches with AI tools instead of Google, reshaping the first moment of discovery.
2026 AI & Search Behavior Study
The rules of search have changed.
People are migrating to AI because it’s faster, clearer, and less chaotic than traditional search. But they don’t fully trust AI either, creating a new hybrid journey brands must navigate.
We surveyed 500 AI users to understand when people use AI, when they still turn to Google, and what it means for visibility, conversions, and brand trust.
This is your roadmap to winning in an AI-first world.
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What You'll Learn
AI Is Becoming the New Search Starting Point
Why AI Wins the “Fast Answer” Moments
62% choose AI because it summarizes instantly, without the effort of scrolling through link-heavy SERPs.
The New AI to Google Verification Loop
Consumers love AI’s clarity but don’t fully trust it. 85% double-check answers somewhere else.
What’s Driving Search Fatigue
Traditional search is wearing people down. Forty percent are tired of clicking through multiple links, and 37% are overwhelmed by ads and clutter.
How AI Summaries Shape Brand Trust
47% say AI influences which brands they trust first, making AI-generated summaries the new gatekeepers.
Where AI Has the Biggest Purchase Impact
Consumers rely on AI for prices, comparisons, and review summaries — the core steps of pre-purchase research.
What Consumers Expect Next
People expect AI to take the lead. Fifty-nine percent believe it will become their main way of finding information, and 63 percent plan to use AI more next year.
