In the last two years, ChatGPT has surfaced as a formidable competitor to Google, successfully presenting a challenge that no other service has managed to do in the past two decades. With its traffic recently eclipsing that of Bing and experiencing astounding growth in referral traffic, it seems that consumers are increasingly gravitating towards this AI-powered alternative for their search needs. However, Google’s market share and search volumes remain largely unaffected. This raises a vital question: is ChatGPT’s impact still too small to register in the grand scheme of search, or are we witnessing a significant shift in consumer behavior?
To shed light on this evolving landscape, our research program, Dialog, embarked on a comprehensive study aimed at understanding consumer attitudes towards AI tools, including ChatGPT, in relation to traditional search engines like Google. We engaged an online consumer panel and qualified over 2,200 respondents, ultimately narrowing the pool to 1,000 U.S. adults who are familiar with AI. This approach enabled us to gather valuable insights into how consumers perceive and utilize these technologies.
An important observation from our findings is that the discussion surrounding Search versus AI often fails to recognize that users have been exploring numerous alternative platforms for search and discovery for quite some time. For example, many U.S. adults now frequently turn to TikTok for product reviews and recommendations, illustrating a shift in how consumers approach pre-purchase research. Interestingly, while Google still holds the top spot for search, our survey indicated that users often engage with multiple sites in their research journey.
The SEO community has long debated the perceived decline in Google’s search quality, fostering a narrative that suggests users are discontent. However, our survey results presented a counter-narrative; 77% of respondents reported finding it easier to locate the information they were seeking on Google today than they did three years ago. This sentiment suggests a satisfactory user experience contrary to the prevailing critical opinions. Potential explanations for this trend could include the increasing brand-related searches and the evolution of users into more proficient searchers, although these theories warrant further exploration.
Among our survey sample, we found that 92% of respondents had utilized AI at least weekly, and 57% reported daily usage. Interestingly, ChatGPT emerged as the dominant AI tool, closely followed by Gemini. This trend underlines the fact that even among frequent search engine users—64% of whom engage with Google multiple times a day—AI tools have carved out a substantial niche.
Consumers also appear to be grappling with whether they view search engines and AI tools as fundamentally similar or distinct. Approximately half of our respondents perceived AI and search as similar, indicating that a significant portion of regular searchers might be open to substituting their traditional search method with AI tools like ChatGPT.
Despite this openness to AI tools, our findings revealed that consumers still have their reservations. While a majority of respondents expressed trust in the content generated by AI, concerns regarding privacy and the accuracy of information persist. When it came to determining whether search engines or AI would provide superior outcomes across various categories (such as recipes, product research, and financial planning), Google ultimately garnered the most favorable ratings. Nevertheless, a notable number of consumers expressed belief that AI could outperform Google, suggesting a latent desire for AI-driven solutions.
In a straightforward preference query involving multiple search and information tools, including Google, Amazon, and ChatGPT, 36% of respondents chose Google as their sole option for all research needs. However, ChatGPT secured the second position, and when combined with Gemini preferences, Google’s lead narrowed to a mere two percentage points. This finding implies a softening of Google’s stronghold within the research process, suggesting that the competitive landscape could be shifting.
Moreover, the anticipation for AI’s potential to replace traditional search engines within the next three years is striking. Over two-thirds of respondents indicated that they were likely or very likely to see AI take on a more dominant role in information retrieval. While a mere 12% deemed such a shift unlikely, these insights underline a growing openness to new technologies.
Though outright displacement of Google by AI seems improbable in the near future, the fact that many consumers believe it is at least plausible could alter their expectations, demand, and behavior. Google, long viewed as an impervious giant, now faces competitive pressure that could drive rapid changes in its approach. CEO Sundar Pichai recently hinted at a profound transformation in the search experience anticipated by 2025, suggesting that Google will increasingly integrate AI technologies into its search framework.
This emerging phase in online search is poised to transform the landscape, making it more fragmented and complex. Both Google and AI answer engines are likely to co-exist, creating a dual ecosystem where marketers will need to adapt their strategies quickly. Business as usual is no longer a viable option. As companies brace for this shift in consumer behavior, being flexible and innovative in their digital marketing and e-commerce strategies will be essential for staying competitive.
In conclusion, while Google retains a strong market share, ChatGPT’s growing influence and acceptance among consumers highlight a transformative change in how we approach online search. The evolution of technology demands that marketers remain agile, ready to navigate this intricate and changing landscape.