Dedicated AI Platforms Are Displacing Search as Discovery Starting Point
More than six in ten U.S. consumers used dedicated AI platforms in 2025, with some reducing their reliance on traditional search engines, according to a December 2025 report by PYMNTS Intelligence. The shift marks a structural change in how people discover and purchase products online.
The report surveyed 2,100 U.S. adults and found that consumers are moving away from the linear sequence of search, browse, compare, and purchase. Instead, they're using repeated AI prompts to handle all these tasks within a single platform-often without visiting a vendor's website.
Who's Adopting AI First
Gen Z and power users (those performing at least 25 AI tasks monthly) are driving adoption. Only 14% of light users report comfort using AI for banking tasks, while a third of power users and Gen Z are confident enough to use AI for personal financial decisions.
Older adults tend to avoid dedicated AI platforms, citing concerns about personal data and accuracy issues. These barriers are particularly significant in higher-stakes domains like personal finance and online payments.
Dedicated Platforms Change Behavior; Embedded AI Extends It
The distinction between dedicated AI platforms and AI embedded in search engines matters. Users of dedicated platforms rely 27% less on search engines than those using AI summaries within search results.
Among dedicated platform users, 43% report replacing their older search engine-based discovery methods entirely. By contrast, 59% of people using AI summaries in search say those tools complement rather than replace traditional search.
For marketers, this means the online environment is the critical variable. Brands may need to duplicate product messaging on AI systems to remain visible to consumers who've shifted their discovery habits.
Digital Wallets as Trust Layer
Consumers show a strong preference for digital wallets when making purchases through AI platforms. This preference likely reflects a desire to maintain control over payment data and rely on established authentication methods.
The report suggests digital wallets may become the mainstream trust layer in AI-mediated commerce, offering a middle ground between convenience and consumer control.
What's Blocking Wider Adoption
Privacy concerns, AI's difficulty understanding user intent, and inaccurate responses are the main barriers to adoption. Light users are most likely to use AI only for writing and shopping discovery-the lowest-risk applications.
Mainstream users prioritize reliability and safety, making them less likely to integrate AI into purchase decisions. This suggests adoption will remain segmented by user type and use case for the near term.
Traditional and AI Systems Will Run in Parallel
The report concludes that some consumers are moving toward AI-first navigation, but trust and accuracy issues are limiting broader adoption. Early displacement of search and app-based discovery is notable only among specific cohorts and in particular use cases.
For marketing decision makers, the shift is active in some segments. Traditional and AI-based discovery systems will likely operate in parallel for the foreseeable future. Brands that adapt to AI for Marketing environments may gain an advantage, depending on product type and target audience.
The report does not predict how quickly any transition will occur, but indicates the change is already underway.
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