What percentage of people use AI to search online?

1. What percentage of people really use AI to search online?

The most reliable answer, as of mid-2026, is this: around 4 in 10 adult internet users already use AI to search for information, and nearly one in four use it daily. According to Pew Research, 49% of American adults use AI chatbots, 42% use them to search for information and 24% use them every day. So this is no longer a marginal habit, but it is not yet a full replacement for Google.

Google remains a powerful reflex, but the search journey is becoming more hybrid. A user may ask ChatGPT a question, read an AI summary in Google, check a point on a traditional search engine, compare several websites, then return to a business if its message feels reliable. AI is not eliminating search: it is changing the process.

There is no single percentage

The right figure therefore depends on what is being measured. If we are talking about overall adoption, we can say that around one in two people has already used an AI agent. If we are talking about searching for information, the figure is closer to 40%. If we are talking about daily use, it drops to around 25%. And if we are talking about news, chatbots are still much more limited, with around 10% regular use according to the Reuters Institute.

To understand the phenomenon properly, we also need to distinguish between intentional searches on ChatGPT, Gemini, Claude or Perplexity, and exposure to AI directly within Google through AI Overviews. In other words, AI is not yet replacing traditional search engines, but it is already changing how people phrase a query, read answers and decide where to click. For a brand, this means one simple thing: its editorial content needs to be clearer, better structured and more credible than before.

Key figures to remember

Recent data shows rapid adoption, but also a nuanced reality. In France, nearly one in two people is expected to use generative AI, while traditional search engines still remain the main way to look up information. Internationally, studies also show strong growth in the use of LLMs and AI summaries integrated into Google Search.

Indicator	What it helps us understand
Overall AI use	How many people have already used generative AI.
Information search	How many use it to find, summarise or understand a topic.
Daily use	How often users ask these tools questions.
AI Overviews	What share of Google searches already expose users to an AI summary.
Zero-click search	How many searches end without a website visit.

This reading avoids reducing the topic to a single rate. The real shift is not only the adoption of AI, but the transformation of the search journey: people no longer always expect a list of links. They expect a useful, fast and reliable response.

What this figure really changes

For this article, the most relevant figure is therefore not an isolated percentage. What matters most is understanding what it reveals: AI use varies depending on audiences, countries, tools and intentions, but a growing share of visitors already gets results or summaries without following the traditional Google journey.

This nuance gives us a more accurate analysis. The web is not disappearing, websites remain essential, but they need to evolve. Being visible no longer means simply appearing in search results: brands also need to be understood, reused and sometimes cited by generative engines. For a brand, this means producing clearer, better structured and more credible content, able to be read by search engines, AI systems and humans alike.

2. Why online search is changing in nature

Online search is not changing only because new tools are appearing. It is changing because habits are evolving. Today, an internet user is not always looking for a link: they are looking for a comparison, a recommendation or a directly applicable solution.

For a long time, visibility was mainly based on a simple logic: appear in the first Google results, earn the click, then convince users on your own digital space. This logic still matters, but it is no longer always enough. With artificial intelligence, part of the answer can now arrive before the user even opens an application.

Before: a list of links to browse

In the traditional model, the user entered a short query: “web agency Brussels”, “website design pricing”, “SEO” or “WordPress website creation”. The search engine would then display a list of results, and the prospective lead had to open several links to compare the available options.

This is how SEO was shaped for years. The best structured, fastest, most relevant and best optimised websites had a better chance of earning the click. That is still true today, but the experience is becoming less linear.

Today: an answer before the click

With agents such as ChatGPT, Perplexity, Bing Copilot or AI Overviews, users can ask a full question in everyday language. Instead of getting only a list of links, they are often presented with an agent whose response is shaped around advice or decision criteria.

The click therefore becomes more selective. Users visit a website when they want to verify a point, explore a topic further, view an offer, look at an example or contact a company. A vague or overly generic resource may go unnoticed, while a clear, useful and well-structured resource is more likely to be picked up by AI tools.

Longer, more conversational queries

The other major shift concerns the way people phrase their requests. Audiences no longer limit themselves to a few keywords. They ask more specific dilemmas, sometimes close to a real conversation.

For example, instead of simply searching for “SEO agency Brussels”, a user might ask:

• “Which digital agency should I choose in Brussels to redesign a WordPress website and improve its SEO?”

• “How do I know if my website is ready for Google AI Overview?”

• “What is the difference between SEO, AEO and GEO for an SME?”

This evolution changes the purpose of search. Users want to understand, decide and move forward faster. For businesses, it is an opportunity: the more clearly a resource answers these expectations, the more useful it becomes in an AI-enhanced journey.

3. What AI Overviews change

With AI Overviews, Google no longer simply displays a list of links. On certain queries, the search engine offers an AI-generated summary, often placed before the traditional links. For users, it is faster: they get a summary, a few explanations, related sections and reading suggestions without leaving the interface.

Google then becomes a conversational space, not just a gateway to web resources. For a business, this means visibility no longer depends only on ranking in the results. The resource also needs to fit into a specific structure so these new formats can understand it properly and use it effectively.

A visible answer before traditional links

An AI Overview can summarise several pieces of information, display links to certain sources, suggest follow-up questions or guide the user towards the next step. The result is simple: internet users can already form an opinion before looking further.

This is especially true for informational queries: “what is GEO?”, “difference between SEO and AEO”, “how much does an e-commerce website cost?” or “how to improve local SEO?”. In these cases, the displayed answer may be enough. This is often referred to as zero-click search.

Being cited becomes as strategic as ranking

This evolution can reduce traffic to certain resources, especially when they answer a simple question. But that does not mean the platform loses all value. A source that is reused, cited or mentioned in an AI summary can influence how a brand is perceived.

The challenge therefore becomes more subtle. It is no longer only about attracting a click, but about becoming a trusted reference point in the information journey. A brand can be discovered, remembered or compared directly from the results screen, provided its resource offers useful, clear and credible insight.

4. ChatGPT, Gemini, Perplexity: how AI search engines are changing the user journey

AI Overviews are transforming the web, but the shift does not stop there. More and more internet users also use ChatGPT, Bing Copilot, Brave Search or Phind to ask their questions. These platforms do not work like traditional search: they summarise, compare and guide users through their reasoning.

Users are no longer only looking to view a page. They are looking for an actionable answer, advice, a method or a solution adapted to their needs. This logic changes the way an agency should think about its editorial production.

Users are looking for an actionable answer

On a traditional search engine, a future prospect often types a short query. On a chatbot or conversational assistant, they tend to phrase a complete request: they give context, specify their goal and expect structured content.

For example:

• “I am an SME in Brussels. How can I tell if my website is well optimised for search?”

• “What criteria should I look at before choosing a WordPress agency?”

• “Can you compare SEO, SEA and GEO for a small business?”

• “Which sections should I create to improve my company’s local visibility?”

These requests are more authentic and closer to a real exchange. They reveal intent more clearly, which can help brands create more useful resources.

AI influences decisions before the website visit

AI search engines can help users preselect solutions, compare offers, summarise reviews or define decision criteria. In some cases, they therefore influence the decision before the visitor even discovers the page.

For a business, this is a real shift. The visibility battle is no longer fought only on the results screen. It also takes place in summaries, comparisons, recommendations and the resources that AI considers relevant.

5. SEO, AEO, GEO: what are the differences?

To understand this evolution, we need to distinguish between three complementary approaches: SEO, AEO and GEO. They are not opposed to each other. They respond to different uses of online search.

SEO remains the foundation: it helps a website become visible online. AEO helps resources answer the questions of a specific audience directly. GEO, meanwhile, aims to make these resources usable by generative engines such as ChatGPT, Perplexity or AI Overviews.

Approach	Main objective	What it involves
SEO	Being visible in organic search results.	Optimising technical performance, keywords, sections, internal linking, performance and domain authority.
AEO	Answering questions clearly.	Structuring resources with FAQs, concise wording, proof points and natural language.
GEO	Being understood, reused or cited by AI systems.	Producing a reliable, sourced, structured resource, with identifiable expertise and verifiable elements.

SEO: the foundation of visibility

SEO, or search engine optimization, consists of improving a domain’s presence in search engine results. It relies on several levers: the technical quality of the domain, the structure of editorial sections, editorial relevance, the website’s UX experience, internal linking and the trust the domain inspires.

Even with the rise of artificial intelligence, this foundation remains essential. A slow, poorly organised or difficult-to-explore domain will struggle to be visible, whether in traditional search or in a generative environment.

AEO: providing clear answers

AEO, or Answer Engine Optimization, consists of organising resources to provide targeted information. It is a useful approach for queries phrased with “how”, “why”, “how much”, “what is the difference” or “which option should I choose”.

In practical terms, this involves clear headings, short statements at the beginning of sections, useful FAQs, lists, simple definitions and concrete examples. The goal is not to oversimplify, but to make information more accessible.

GEO: making resources usable by AI

GEO, or Generative Engine Optimization, goes one step further. It aims to make a resource readable, reliable and reusable by generative engines. This means working on clarity, references, data, examples, expertise and the overall consistency of the website.

A resource designed for GEO does not simply stack keywords. It helps AI understand who is speaking, what the topic relates to, why the insight is reliable and in which contexts it can be useful. GEO therefore does not replace SEO: it builds on it and adapts it to emerging uses.

Strengthen your visibility in the age of AI

At Qreative, we help brands gain clarity in a landscape where AI summaries already shape discovery, comparison and decision-making.
Our team builds tailored strategies around editorial architecture, AEO, brand authority, internal linking and local visibility, with strong attention to precision, consistency and concrete proof.
Each project moves forward with listening, method and measurable indicators, turning your digital presence into a reliable, readable and lasting reference point.
Discover our expertise

6. Why this evolution changes business visibility

For brands, the rise of AI goes far beyond a simple technological issue. What is changing is the way users discover a brand, assess a service and decide whether to trust it. Online, visibility is no longer limited to the top of the ranking: it also depends on a resource’s ability to be understood, summarised and recommended.

This does not mean organic traffic no longer has value. But we need to look beyond the number of clicks. An internet user may see a company name, a piece of data, a quote or a recommendation in an AI-generated summary before arriving on the domain.

Less traffic does not always mean less influence

With AI Overviews, ChatGPT or Perplexity, some queries may generate fewer clicks. This is especially true when the question calls for a simple piece of information: a definition, a rate, a quick comparison or practical information.

But a drop in traffic does not necessarily mean a drop in impact. If a brand is mentioned as a reliable source, if its expertise stands out in a summary or if it appears in a comparison, it can influence the decision before the visit. In this new model, the goal is also to be present in the prospect’s mind at the right moment.

Weak content becomes invisible faster

AI highlights a reality that Google has been pushing for years: weak sections have less and less room to exist. A publication with no angle, a service section that is too vague or a resource with no proof can easily be ignored or replaced by clearer wording.

The most fragile resources are those that lack depth: few examples, no figures, no references, confusing structure, no point of view or expertise that is difficult to identify. In a world where generative engines analyse and reformulate information, producing content just to fill space becomes risky.

Expert resources become more important

Conversely, expert resources become more valuable. Complete guides, comparisons, case studies, useful FAQs, sourced figures, experience-based insights and professional fact sheets are particularly strategic formats.

A brand that documents its expertise, explains its method and shares useful elements becomes easier to recommend. It no longer depends on a single term: it builds a coherent presence, able to exist in AI search engines, media, a newsletter or a personalised AI search.

7. Which queries are most affected by AI search?

Not all searches are affected to the same extent. Some remain closely linked to Google, maps, reviews, official platforms or specialist platforms. Others lend themselves very well to an AI-generated summary, especially when the user is looking for an explanation, a comparison or help making a decision.

AI search therefore particularly affects queries from audiences who want to save time, understand faster or get insight adapted to their train of thought. This explains the growth of AI tools for documentary research, specialised assistants and AI search solutions in certain tech, professional or scientific uses.

Query type	Example	Risk or opportunity
Informational	“What is GEO?”	Direct summary, fewer clicks.
Comparative	“SEO or Google Ads for an SME?”	AI helps compare before taking action.
Local	“SEO agency for SMEs in Belgium”	Trust, reviews and proof matter more.
Decision-focused	“How do I choose a digital agency?”	Strong opportunity for expert resources.

Comparative and decision-focused queries are particularly interesting, because they are often close to a choice. A good resource can help users clarify their needs while showing the company’s expertise.

This is also where brands can stand out. A resource that answers a question precisely, explains the decision criteria and gives concrete examples has more value than a generic opening. It can support the user’s thinking and strengthen the brand’s credibility before they take action.

8. What visibility strategy should you adopt in 2026?

Faced with this transformation, the right strategy is not to reinvent everything. It is rather to strengthen the fundamentals, then adapt editorial production to new uses: traditional search engines, AI Overviews, conversational assistants, LLMs, browsers integrating AI, specialised software or platforms such as Brave Search and Phind.

The objective remains simple: helping users find reliable information, at the right time, in the right format. But the purpose is evolving. A company should no longer only aim to earn a click: it should also become a clear, credible and easy-to-recommend reference point.

Consolidating SEO fundamentals

SEO remains essential. Search engines and AI-powered systems still rely on accessible resources that are well structured and technically clean. Without a solid foundation, AEO and GEO cannot deliver lasting results.

In practical terms, this means continuing to check the indexing of important sections, improving speed, refining mobile display, clarifying title tags and meta descriptions, structuring texts with coherent H2 and H3 headings, strengthening service sections and maintaining a clear architecture.

This work may seem conventional, but it remains necessary. A slow, confusing or poorly organised domain will struggle to be understood, whether by Google, a computer program or a search assistant integrated into a browser.

Producing useful, structured and verifiable resources

The second step is to write for real questions, not just for keywords. A good resource should answer clearly, then go deeper. This is the logic of AEO, but also a solid foundation for GEO.

Instead of publishing a general study on “SEO”, a company can create precise sections: “How do I know if I appear in AI summaries?”, “What is the difference between SEO, AEO and GEO?” or “How do I optimise a resource for generative engines?”

GEO is not about writing for robots. It is about making each resource more reliable and more contextualised: citing sources, dating sensitive figures, showing the company’s method, publishing case studies, creating comparative resources and linking these applications to identifiable expertise.

A resource reflects this background when it deals with sensitive topics such as privacy, personal data, health, cloud, the stock market or politics. The more clearly the topic is framed, the easier it is to understand and reuse correctly.

Testing your presence and measuring differently

A visibility strategy in 2026 must also include a degree of regular analysis. It is no longer enough to look only at traffic. You need to observe how the brand appears in generated summaries, enriched results and zero-click journeys.

A few simple actions can help: test your strategic queries in LLMs, see whether the page is cited or absent, analyse sections that have been losing traffic for several months, identify wording that is too generic, and monitor branded searches, assisted conversions and qualified contact requests.

Indicators are evolving. Traffic remains important, but it is no longer the only sign of performance. Citations, recommendations, presence in AI summaries and lead quality are also becoming important markers.

For a company, the right way to work is therefore to move forward version by version: consolidate the foundations, clarify editorial elements, strengthen proof points, test new tools and adjust the strategy as uses evolve.

9. Is AI replacing Google?

No, AI is not replacing Google overnight. It is mainly transforming the journey. Saying that “Google is dead” would be too simplistic. In reality, internet users are moving more and more from one environment to another: a question in ChatGPT, a verification on Google, a comparison in Perplexity, then a visit to a resource they consider reliable.

Google remains a strong reflex, especially for consulting an official reference, checking information, reading reviews, finding a local address or accessing a specific URL. What is changing is its role. With earlier formats such as Google SGE, then AI Overviews, the search engine is also becoming a summary space.

Google remains a verification reflex

Many users continue to use Google to compare several pieces of information or prices, find a nearby business, access a service or verify the credibility of an element. For sensitive areas, such as health, politics, privacy, employment or the stock market, this step often remains necessary.

But the interface is changing. Users can receive a summary before even opening a link. They can then decide to click, rephrase their request, watch a video, read a review or move towards an external section.

AI complements more than it replaces

In practice, usage is becoming hybrid. A person may use AI to search faster, request a summary, compare options or get an initial recommendation. Then, they often return to Google, an expert resource, a local listing or a recognised reference to confirm what they have read.

This is why the “AI vs traditional search engines” debate is poorly framed. Users do not always choose one side. Above all, they look for the most efficient path based on their goal: understanding, verifying, buying, learning, comparing or making contact.

AI summaries are fast, but they are not always enough. A chatbot can make mistakes, lack precision or simplify a topic that is too complex. Users are increasingly aware of this. They appreciate AI-assisted search, but they continue to look for proof, sources and brands capable of standing behind what they publish.

10. Mistakes to avoid with AI search

The shift towards AI search can make businesses want to move too fast. Some are already looking for the latest hack, the best shortcut or the miracle feature that will help them appear in generated summaries. Yet the fundamentals remain the same: clarity, reliability, expertise and real value for the user.

Believing that SEO is dead

This is one of the most common mistakes. SEO is not dead. It is evolving. AI tools, assistants and generative models still rely on published, structured, accessible and coherent resources.

A poorly organised domain that is difficult to read or lacks proof will struggle to exist, whatever the channel. SEO therefore remains the foundation. What is changing is the way resources are understood, summarised and sometimes displayed before the user even visits the resource.

Producing generic content at scale

Publishing a lot is no longer enough. An article with no angle, a definition with no added value or a service section that is too vague can easily be replaced by a clearer proposition. Content produced only to occupy dedicated terms by an editor loses its relevance.

A good resource must help the user move forward. This is true for Google, for a conversational assistant, for classic reading or for effective AI search. Editorial standards therefore remain central.

Looking for GEO hacks instead of working on quality

GEO is not a magic recipe. Adding a few technical tags or terms such as “LLM”, “best search engine” or “AI tools for search” is not enough to be picked up by generative engines. This kind of approach can mainly harm readability.

The right logic is simpler: produce a precise resource that is contextualised, verifiable and useful. A well-designed resource can talk about software, machine learning, science or optimisation, but only if it truly serves its purpose.

Forgetting the end user

The final mistake is writing for machines before writing for humans. A resource may be optimised, but if it does not genuinely help the reader, it misses its purpose.

Users want to understand quickly, compare calmly and make decisions with confidence. AI-powered web search optimisation should therefore improve the experience, not make it more complicated.

11. Conclusion

So, what percentage of people use AI to search online? The answer depends on the scope being studied, but the trend is clear: AI and online search now move forward together. In 2026, a significant share of internet users already encounter AI in their journey, whether through Google, ChatGPT, Claude, Perplexity or other specialised assistants.

This shift does not mean traditional search is disappearing. It points instead to a deep transformation in user habits. People want faster, clearer summaries that are better adapted to their context. They may move from a traditional search engine to an agent, from an AI summary to an expert resource, from a quick result to a more in-depth verification.

For brands, the challenge therefore goes beyond simple SEO rankings. They need to remain visible, but also be understood, cited, recommended and recognised as a reliable source. SEO remains essential, AEO helps answer faster, and GEO prepares resources for a new generation of specialised engines and agents.

The AI online search revolution should not be seen as an isolated threat, but as an invitation to better structure your digital presence. Companies that clarify their messages, document their expertise and produce useful resources will have a better chance of existing in these emerging journeys.

At Qreative, we believe in digital visibility that is smarter, more readable and more measurable. The goal is not only to attract traffic, but to build a presence capable of supporting users at the right moment, with the right resource, on the right channel.