Half of Users Now Use AI Search, Putting Traditional Search Traffic at Risk

Half of Us Now Use AI Search – And Traditional Search Is Putting at Risk

Many people now prefer using AI search tools, and this change is affecting traditional search engines like Google. A new report from McKinsey, a big consulting company, shows that already, half of the people in the world have used AI search tools such as ChatGPT, Gemini, and Perplexity. These tools help us find information quickly and easily.

More People Are Using AI for Important Decisions

Around 45% of people use AI search tools when making buying decisions. About 44% say they prefer AI search as their main way to find information, which is much higher than the 31% who still rely on traditional search engines. This trend is seen in all age groups, even older people like baby boomers, who still prefer search engines but are also trying AI tools.

The Money Follow AI Search

Experts believe that by 2028, AI search tools will handle about $750 billion of consumer spending. This means that many shoppers will use AI to find products and services. However, many brands are not ready for this new reality. A “readiness gap” exists, meaning that 20% to 50% of the traffic from traditional search websites for some brands could disappear as people switch to AI.

The Changing Search World

In the past, Google was almost the only place to search for information. Now, the search world is changing. Google’s share of the market has dropped from 93% to below 90% this year because of AI features added to their search tools. Already, half of Google searches display AI summaries, and this is expected to grow to 75% by 2028.

Social media platforms like TikTok are also becoming popular spaces for searching for new products and brands. About 75% of people now use social media to find information about products they want to buy. TikTok is working to become a one-stop shop for marketing and shopping.

Big AI companies like OpenAI with ChatGPT are gaining more users. ChatGPT now has 700 million weekly users and aims to reach a billion. These tools are often used for tasks once done by traditional search engines, like finding recipes or workout plans.

What Brands Need to Do

With all these changes, brands need to rethink their online strategies. Instead of focusing only on traditional SEO (Search Engine Optimization), companies must now understand how AI models find and display information. Since AI search sources come from many different places on the web, brands need to create diverse content that can appear in many sources.

A McKinsey report advises brands to learn what questions people are asking online and which sources influence AI answers. They must keep up with the rapid evolution of AI models to stay visible to customers.

Conclusion

AI search tools are becoming more popular and changing how people find information and make decisions. Traditional search engines like Google are losing some of their dominance, and social media is playing a bigger role. To succeed in this new world, brands must adapt their strategies, understand how AI models work, and be present in many online sources. The future of search is here, and it’s powered by AI.