According to a new survey of digital marketing agency high visibility, people are adopting AI as a classic discovery, not as a complete replacement:
- 71.5% reported using the AI tool for search; 14% use them daily.
- 79.8% prefer Google or Microsoft Bing for general information discoveries.
- 20.2% has changed its primary search platform within the previous year.
Why do we care? Classic search engines still dominate-but we also know that SEO is becoming more challenging because Google Click-Through rates are declining. However, AI North Engine and Equipment, social media platforms (such as Instagram and Ticketkok), and shopping platforms all play a role in today's dirty search scenario.
AI search by generation. All generations are adopting AI discovery. However, use varies:
- General Z (18-26): 82% has used AI search equipment at least sometimes, and they favor social media for product search.
- Millennials (27-42): Balance traditional search and AI with strong adoption for professional and educational questions.
- General X (43-58): 65% sometimes use AI, but traditional search engines firmly prefer.
- Baby Boomers (59-76): 45% used the AI tool, but remain the most loyal for traditional discovery.
How do people find in 2025. Different search platforms dominate the types of questions:
- General Information: American classic discovery.
- Shopping Search:
- Early Product Research: Google and Microsoft Bing.
- Direct Product Search: Amazon, Walmart and Goal.
- Comparison and recommendations of the product: AI Tools (Chat, Cloud, Bard).
- Discovery-based shopping: Social platform (tiktok, Instagram, pintress).
- Special Product Search: Ala Platform (ETSY, Ebay).
- Local Vocational Search:
- Overall: Google Maps and Professional Profiles.
- Restaurant & Entertainment: Social Media (Facebook, Instagram, Nexador).
- Service-based business: review sites (Yelp, Tripaidvisor).
About data. HiVicability surveyed 1,500 Americans in January. The respondents were between the ages of 18 and 76 and represented a variety of income levels and educational backgrounds.
Report. How to find people today: A study on developing search behavior in 2025
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About the author
Danny Goodwin search engine is the editorial director of Land and Search Marketing Expo – SMX. He joined the search engine land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages the SME (subject matter expert) program of the search engine land. He also helps in programming US SMX events.
Goodwin has been editing and writing the latest developments and trends in search and digital marketing since 2007. He was the first search engine journal Executive Editor (from 2017 to 2022), Momentology Managing Editor (from 2014-2016) and Editor of Khoj. Engine Watch (from 2007 to 2014). He has spoken in several major search conferences and virtual programs, and has been sour for his expertise by a wide range of publications and podcasts.