Whether we’re looking for a new restaurant, checking the symptoms of a cold or looking for instructions on how to file our tax returns, most of us automatically open Google. However, since the hype surrounding ChatGPT and similar AI tools, a new search behaviour has emerged, with more and more people asking their questions directly to artificial intelligence.
So, is AI search already replacing the classic Google search? Or are we talking more about coexistence than displacement? A look at current figures and studies reveals an exciting development that we would like to share with you in this blog post.
The Evolution of Information Gathering
Until a few years ago, Google was the central point of contact for searching for information on the internet. In recent years, however, other channels for gathering information have emerged. Social media platforms such as TikTok, Instagram, and YouTube are used as search engines, especially by younger target groups. Voice assistants such as Alexa and Siri help with simple everyday questions. With the spread of large language models (LLM) such as ChatGPT and similar tools, a completely new form of research has also emerged: dialogue-based, often more detailed, and with a personal touch. But how widely is AI actually used? And how does it compare to traditional search engines?
Figures, Data, and Facts: What Current Studies Say
The latest “State of Search” study by Claneo provides an exciting overview. It surveyed internet users in Germany and the US about their current search habits. Google remains the go-to search tool for the time being, with 67% of respondents using it. Things get more interesting when it comes to alternatives: One-third of respondents have used AI-powered tools, such as ChatGPT, to find information. The study also found that, compared to 2024, users attribute much more credibility to AI results. Compared to the previous year, ChatGPT saw a 21% increase, with 79% of respondents answering “very” to the question “How much do you trust the following platforms?”
These figures show that AI searches are gaining popularity, though Google’s dominance remains clear. Many people now use different channels depending on the type of information they need. While Google continues to be the go-to for quick, fact-based searches, users are increasingly turning to AI-powered tools for complex questions and detailed explanations. A similar study by the SaaS platform Semrush for online visibility and content marketing confirms this trend. AI searches have become mainstream. They are not just hype; they are a valuable addition to the online research toolkit. Nevertheless, Google remains the most frequently used information channel.
Why Are People Using AI-Powered Search Queries?
Why are more and more people turning to ChatGPT, Gemini, and Claude instead of exclusively using the traditional Google search? One reason is the way these tools work. Rather than short keyword queries, they facilitate real dialogue. Users can ask questions in complete sentences. They can follow up if something is unclear, thus engaging in a dialogue with the AI. This form of conversation often results in more detailed, personalized answers. When you ask an AI a question, you usually receive a direct answer rather than a list of links.
This is particularly advantageous for complex topics or creative tasks. For instance, typing “write an application” into Google Search yields a plethora of websites offering advice. AI, on the other hand, can create a personalized application text tailored to the professional field and experience on request. More and more people are relying on AI for problem-solving and brainstorming.
At the same time, many users appreciate the contextual relevance that AI can offer. Unlike traditional search engines, which start from scratch with each search query, AI models remember previous information throughout a conversation. This often makes the answers seem more personal and relevant.
The Impact on SEO and Marketing
This development creates new challenges for companies that want to maintain an online presence. While classic search engine optimization (SEO) remains important, it is no longer sufficient on its own. In the future, content must be written in a way that not only appears in Google’s search results but can also be understood and processed by artificial intelligence, and if possible, cited and recommended.
To achieve this, texts must align more closely with natural language. Keyword density and meta tags alone are insufficient. AI is becoming adept at understanding context and content. Consequently, the quality of a text’s content increasingly determines whether it is included in an AI response. To be found online in the future, you must offer content that comprehensively and understandably covers topics. At the same time, classic Google optimization remains essential because it still allows you to reach the majority of internet users.
An exciting question is how search engines themselves will respond to this change. Google has already integrated AI-supported answers into its classic search with the “AI Overview.”
Other platforms, such as Perplexity, demonstrate what a combination of a search engine and an AI dialogue can look like. Unlike ChatGPT, Perplexity AI prioritizes retrieving facts and citation-based information. This makes it a better option for research purposes. While it provides extremely reliable and accurate data, it lacks ChatGPT’s conversational depth and context retention.
For companies, this means creating content for both search engines and AI models now and in the future. This dual strategy requires more effort but also opens up new opportunities.
Will AI-based Searches Become the New Normal?
A complete shift to AI-based search is not expected in the short term. The habit of using traditional search engines is too ingrained, and trust in them is too strong. At the same time, however, the role of AI in information retrieval will increase noticeably in the coming years. This development will likely occur gradually, as a transition to hybrid search behavior, rather than suddenly.
A division of labor is already evident: Many people use AI for complex queries, creative brainstorming, and individual formulations. Those looking for quick facts, on the other hand, continue to rely on Google. Current news and daily updates are also more reliably found there. Additionally, many users remain skeptical about the reliability of AI-generated content.
AI results that appear linguistically convincing but are factually incorrect and cannot be substantiated by underlying data are referred to as “hallucinations.”
Even though today’s AI models can access the latest knowledge through functions such as “web search,” many people avoid using the models for searching and research because hallucinations cannot be ruled out.
Conclusion
Current data clearly shows that AI searches are growing, yet Google remains the clear leader. Depending on their needs, users today choose between AI and traditional search engines when searching for information online. These two channels complement each other and do not yet compete directly with each other; rather, they fulfill different needs. Google remains unbeatable for fast, accurate information. However, for detailed answers, context, or creative support, AI-powered tools have become a valuable resource.
For companies and content creators, this means that content will have to be planned twice as carefully in the future. It should be search engine optimized and formulated in a way that allows AI systems to use and pass it on meaningfully. This opens up new possibilities for creating content optimized for different search methods.