TLDR: New research from Semrush, analyzing billions of clickstream data rows, suggests that while generative AI tools like ChatGPT are reshaping information-seeking behaviors, they are not replacing traditional search engines like Google. Instead, AI is expanding the overall landscape of online exploration, with Google maintaining its position as the default gateway for most users, even as younger generations increasingly diversify their search platforms.
A recent study by Semrush, analyzing 260 billion rows of clickstream data from January 2024 to June 2025, reveals a nuanced evolution in online search habits. Contrary to some predictions, the proliferation of generative AI tools such as ChatGPT and Gemini has not led to a significant decline in Google Search usage. Instead, the research supports an ‘expansion hypothesis,’ indicating that AI adoption is broadening the scope of information-seeking rather than substituting traditional search methods.
The study, which monitored the Google Search behavior of U.S. users before and after their first interaction with ChatGPT in Q1 2025, found no statistically significant change in daily Google Search sessions. This consistent pattern was observed across new ChatGPT users, long-term users (from January 2024, tracked over 500+ days), and a control group who never used ChatGPT, confirming the stability of Google Search behavior.
While Google continues to dominate, accounting for approximately 90% of the search engine market, generative AI is undeniably transforming the search experience. AI-powered search engines are evolving into intelligent assistants, offering conversational queries and AI-generated summaries. Google’s own Search Generative Experience (SGE) and Microsoft’s Bing Copilot are redefining Search Engine Results Pages (SERPs), with ‘Position Zero’ now often occupied by AI-generated blocks providing contextual, cited answers.
This shift means less emphasis on the traditional ’10 blue links’ and more on dynamic summaries and interactive AI prompts. For businesses, visibility now hinges on becoming a cited source within these AI-generated responses, rather than solely focusing on page-one rankings. SEO strategies are pivoting towards semantic optimization, content relevance, and user intent alignment, with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becoming more critical.
A notable trend highlighted by the survey data is the generational divide in search behavior. Gen Z (aged 16–27) is at the forefront of this transformation, demonstrating a higher propensity to use AI chatbots (34%) and visual platforms like YouTube (68%), Instagram (65%), and TikTok (58%) for information discovery, often favoring them over traditional search engines.
Despite these shifts, trust in AI tools is surprisingly high, with 79% of Americans trusting AI search engines and 77% trusting AI chatbots. This level of trust is comparable to established platforms like Amazon (87%), Google, and YouTube (both at 86%). AI is being utilized for diverse tasks, from information gathering (19%) to creative tasks (17%) and text creation (15%), with only 16% using AI solely for simple fact-finding.
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Danny Sullivan, Google’s public liaison for search, acknowledges the ongoing application of AI to enable new ways for people to search and make sense of information, stating, ‘Where there’s room to improve, we prioritize it, exemplified by our work to bring more helpful content from experts and everyday people into search.’ The future of search is increasingly multi-modal, with users seamlessly switching between tools based on their intent and context. This indicates that generative AI is not replacing existing search tools but rather expanding the digital real estate for online exploration, creating more avenues for information dissemination.
