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:
- ChatGPT use nearly tripled, from 4.1% to 12.5% of respondents.
- Daily AI tool use doubled, from 14% to 29%.
- Platform switching is up, with 35% saying they’ve changed how they search, compared to 28% in February.
The big picture. 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%
- Younger users in particular are leading the way, blending TikTok, Instagram, and ChatGPT into their search habits.
- In local search – traditionally Google’s stronghold – AI use doubled to 10%.
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
Dig deeper. AI search is gaining traction, but it isn’t replacing Google: Survey
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