Generative AI chatbots like ChatGPT and Purple Lexity are changing the search habits of Americans. A.. – 매일경제
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Generative AI chatbots like ChatGPT and Purple Lexity are changing the search habits of Americans. According to market research firm Datos, 5.6% of search traffic generated by U.S. desktop browsers has moved to AI-based chatbot platforms as of June 2025. This is still small compared to the existing search engine share (94.4%), but it has grown more than four times compared to 1.3% in January this year.
In particular, the change is noticeable in the ‘early adopter’ group. These are users who have been using large language models (LLM) since last year, and as much as 40% of their browser search traffic went to AI chatbots. During the same period, the share of traditional search engines decreased from 76% to 61%.
This trend is a warning signal to existing search powers such as Google and Bing. Both platforms are responding by introducing the “AI Summary Answer” function at the top of the search these days, but AI chatbots are different from traditional searches in that they are less likely to induce website clicks due to the nature of answering questions directly.
In an interview with the Wall Street Journal (WSJ), CEO of 5Dash Meridis Neil Vogel said, “AI shows the answer at once, which reduces the opportunity for brands to appear in front of consumers,” adding, “All brands are afraid of being excluded from AI answers.”
In fact, major news sites such as Business Insider, Washington Post, and HuffPost have seen a sharp drop in inflow traffic over the past three years because AI chatbots have solved user questions, reducing the need to click links. As a result, AI optimization (AIO) strategies are emerging as new tasks in the marketing industry, and related startups are also emerging one after another.
However, it is also worth noting that the Generative AI does not completely replace the existing search, and that the purpose of the search is different. “More than 90% of AI searches are for productivity-based purposes to find information or solve problems,” Datos CEO Eli Goodman said. “Unlike conventional searches that gather links, AI is a tool that gives answers.”
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