The rise of generative AI tools like ChatGPT, Claude, and Google Gemini has sparked plenty of debate in the marketing world. Will AI replace search engines or the need for SEO? Will people stop “Googling” and start prompting on AI tools instead?
A recent study shows the answer is clear: AI is changing search behavior, but Google remains the dominant platform for online information.
So what does that mean for your marketing strategy? Let’s break it down.
Google Still Leads the Way
Despite all the hype around AI, most people still start their searches with Google. Even those who experiment with AI tools tend to return to Google for fact-checking, verifying answers, or diving deeper.
Overall, AI is influencing search, but it hasn’t replaced the habit of Googling.
AI Overviews Are Changing Click Behavior
Google’s AI Overviews which summarize answers that appear at the top of search results are changing how users interact with content. These summaries make searches faster and more efficient for users. However, fewer people are clicking through to websites. For publishers and businesses, that means traffic may dip even if visibility remains strong.
Familiarity and Trust Keep Google on Top
Search habits are sticky. For most of us, “Google” is more than a search engine. It’s a verb. Convenience, familiarity, and trust continue to keep Google ahead of AI-only platforms.
That doesn’t mean AI isn’t valuable. It just means it hasn’t replaced our search behaviours.
What This Means for Marketers
So how should businesses and marketers respond?
- Optimize for AI Overviews: Create clear, authoritative, well-structured content that AI tools can easily pull from.
- Don’t Abandon SEO: Google is still the #1 starting point for online discovery. SEO remains critical.
- Monitor User Behavior: Expect fewer clicks per search, but focus on quality visits that drive results.
- Stay Agile: AI-powered search is evolving quickly. Keep testing, learning, and adjusting your approach.
AI hasn’t killed search but it’s changing it. Google is still the first stop for most users, but AI is influencing how information is discovered, summarized, and consumed.
For businesses, it’s important to continue with traditional SEO efforts and explore ways to leverage AI search to improve
