AI tools are changing how people search—but Google isn’t going anywhere. Here’s how to win in both worlds.
AI (artificial intelligence) search tools are reshaping how people find and consume information, but they aren’t replacing Google or Bing anytime soon. AI is becoming the go-to for creative, complex, and multi-step tasks, while traditional search engines remain the top choice for transactional, local, and time-sensitive needs. For businesses, success means showing up in both worlds: optimizing for traditional SEO and ensuring your content is optimized for AI-driven search results.
How AI is Changing the Way We Search
AI adoption has been explosive, even faster than the rise of smartphones or social media.
- In 2024, approximately 15 million American adults claimed to have used AI Search for their primary search tool. This number is expected to rise to 36 million by 2028. (source)
- The top generative tool / LLM by usage currently
- ChatGPT (60.4%)
- Copilot (14.10%)
- Gemini (13.50%)
- Perplexity (6.50%)
(source)
Traditional Search Remains Very Strong
- As of June, 2025 traditional search still accounts for 94.4% of search, with AI Search taking up 5.6% of the total (source)
- As of July 2025, 89.57% of the traditional search market share still belongs to Google, with Bing following at 4.02% (source)
- Google saw more than 5 trillion searches in 2024.
AI hasn’t replaced search, but it has expanded the ways people get information. Businesses now need strategies that include both.
When Searchers Choose Generative Search vs. Traditional Search
Traditional Search Engines Are Still Preferred For:
- Quick factual queries and breaking news
- Local service searches (restaurants, home repair, medical)
- Product research & purchases
- Service inquiries and reviews with multiple perspectives
Generative Search Engines Are Preferred For:
- Complex, multi-step requests
- Creative brainstorming and writing tasks
- Summarizing long-form content
- Personalized recommendations
According to Search Engine Land, nearly 80% still prefer Google or Bing for general information, while AI dominates for personalized, context-rich tasks. Gen Z leads AI search adoption (~82%), while older generations remain search-engine loyal.
Why This Matters for Digital Marketing
Some businesses fear AI-generated search will kill SEO. The reality?
- Commercial intent still drives people to websites—AI can’t complete the transaction.
- Traditional and AI search engines often pull from the same pool of authoritative content, so if your site isn’t optimized, you miss out in both places.
SEO isn’t dying—it’s evolving. You need to rank in traditional search and be referenced in AI results.
The Bigger Picture: Building Visibility Everywhere
The customer journey is no longer linear. Someone might:
- Start research in Google.
- Ask an AI search engine for comparisons.
- Return to search for reviews.
- Click an ad or local listing before converting.
If you only optimize for one of these touchpoints, you lose visibility in the rest of the journey.
How Businesses Can Adapt
- Optimize for both traditional & generative search with structured data/schema, plus updated Google Business Profile and listings.
- Create content AI will surface: first-party data, expert insights, and local knowledge demonstrating E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
- Diversify channels: maintain visibility in search, social, email, paid media, and multiple content formats (articles, videos, infographics).
The future of search is a blend—not a battle—between AI and traditional search engines. Businesses that adapt to this hybrid environment will gain the edge, showing up wherever customers are searching, researching, and ready to act. At Kashmer Interactive, we help brands navigate and thrive in this evolving landscape through strategies that work in both arenas.
