AI eating Google's lunch - but only an amuse bouche

Shifting consumer habits are seeing AI search enter the mainstream, eating slowly into Google’s dominance, although with 79% of Brits still relying on Google search in Q3 compared to 85% in Q1 it still has a long way to go.

Even so for the first time, the proportion of people using AI at least “sometimes” (46%) is almost on par with those who rarely or never use it (54%). At this pace, AI search is on track to overtake non-use in early 2026.

That is according to performance marketing agency Reflect Digital’s latest quarterly SearchPulse report, which uncovers the shifts in online search behaviour and influence of AI tools.

It found that consumers are increasingly recognising the benefits of AI search, as more people turn to AI to look for information and learn a new skill than traditional search engines.

When it comes to more advanced AI tools, like AI agents, those aged between 18 and 44 report familiarity, but have an abstract perception of what they are, primarily citing them as “glorified chatbots”.

Social media platforms are still playing a key role, with 62% of 18- to 34-year-olds using social media channels for search. Contrary to stereotypes, older demographics (45+) are active on social channels, with nearly half of over-45s using platforms such as YouTube and Facebook for search.

Respondents were asked how they are using search when it comes to key consumer areas, including shopping, dating, health and financial advice, with the results showing that younger generations are not just displaying different platform preferences for search, but also the things they are prepared to use search for.

More than half of 25- to 44-year-olds are willing to use AI for shopping but this drops to just over 40% for 18- to 24-year-olds. The top ways people are likely to use AI for shopping are looking for deals, comparing prices or products and finding discount codes.

People will search for physical health advice online over dating or relationship advice, with over 55% of people reporting that they would not search online for dating advice, compared to just 12% who would not search online for physical health advice.

However, 18- to 24-year-olds buck this trend and are most likely to search for dating advice online, citing TikTok as their platform of choice.

Among those who search for physical health advice online, Google is favoured by all age groups, but 1 in 5 people aged 18-24 use ChatGPT.

Using Google for mental health support appears to be an important search tool for younger people, as nearly half of those aged 18-24 get mental health advice from Google Search and just 14% from TikTok.

Older generations are more likely to use Google Search for financial advice, but 1 in 4 25- to 34-year-olds are using ChatGPT.

However, banking and finance still lags behind the broader tech sector on AI adoption, with 69% of people working in IT having used AI, compared to 37% in banking, finance and accounting.

Reflect Digital chief executive Becky Simms said: “Our report still shows an element of fragmentation in search, driven by age, location and intent. Google is still the top choice for search, but its steady decline, alongside the rise in AI use within key consumer areas, like shopping and health, shows a fundamental shift in how people are looking for information online. Not only is AI catching up to Google, it’s catering to the growing demand for personalisation.

“For years, digital strategies have been built around the dominance of Google, but our research shows that brands must diversify their marketing strategies to consider how they show up in different search platforms. We are at a crucial point in time, where AI can no longer be avoided. Brand content must be structured for AI, driven by human behaviour and designed to build trust in an environment where accuracy and authority are key. Businesses that take a proactive approach now will be better placed to harness the opportunities of AI-driven discovery in the future.”