ChatGPT, AI tools gain traction as Google Search slips – MarTech
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Google’s role in everyday information seeking is shrinking, while AI tools – particularly ChatGPT – are quickly gaining ground. That’s according to a new Higher Visibility survey of 1,500 U.S. users.
By the numbers. Google’s share of general information searches fell from 73% in February to 66.9% in August.
Other survey findings:
Mainstream adoption of, and experimentation with, AI tools is accelerating. The number of people using AI tools daily increased from 14% to 29.2%. Meanwhile, “never” users dropped from 28% to 16%
Why we care. AI tools are reshaping how users discover, compare, and consume information. Search behavior is fractured, which means SEOs cannot rely on Google Search alone (though, to be clear, SEO for Google remains as critical as ever). Therefore, SEO/GEO strategies now must account for visibility across multiple AI platforms.
About the data. The findings compare two identical surveys of 1,500 U.S.-based participants conducted in February and August. Respondents spanned a range of ages, regions, and demographics, allowing Higher Visibility to track trends over time with consistency and validity.
The report. How People Search Today: A Study on Evolving Search Behaviors in 2025
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
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