Generative AI Is Changing Search, But Google Remains the Starting Point
Published: August 19, 2025 at 11:12 am
Read Time: 2 minutes
AI tools are influencing how people search for information online, yet Google continues to hold its position as the default gateway. New research from Nielsen Norman Group highlights that while users are exploring AI options like ChatGPT and Gemini, most still begin their research with Google.
Why This Matters
Google has become a habit for millions, and habits are tough to break. This gives Google a clear advantage: even as AI-generated content draws some attention away, Google remains the first stop for most users. For businesses and brands, this means organic search visibility is still crucial. AI is adjusting the user journey, but it hasn’t replaced traditional search engines.
The Key Findings
- AI overviews lead to fewer website visits. Google's AI-generated summaries capture user attention, reducing the need to click through to original sites. This trend, while not new, continues to challenge publishers.
- AI chat tools improve efficiency. Users who tried Gemini or ChatGPT for complex queries found these tools faster and more helpful than classic search results.
- Search engines remain essential. Even those who use AI heavily still verify information on Google or visit content pages. None rely exclusively on AI for every query.
- Familiarity drives usage. Just as "Google" became a verb, many users now casually refer to ChatGPT as "Chat." Brand recognition appears to be a major factor in AI tool adoption.
What This Means Going Forward
Generative AI is shifting how research happens, but this change is gradual. The biggest obstacle to wider AI adoption isn’t accuracy or design; it’s the deeply ingrained habits of users. For professionals working in IT, development, or general industries, this means understanding both AI tools and traditional search remains important.
About the Study
The Nielsen Norman Group conducted remote usability testing with nine participants across North America and the UK. Participants came from diverse backgrounds and had varying levels of AI experience. The study focused on how users approached real research tasks using both search engines and AI tools.
Learn More
For those interested in enhancing their skills with AI tools and understanding how AI impacts search and research, Complete AI Training offers up-to-date courses on AI applications, including prompt engineering and AI chat tools.
Also, you can explore the impact of Google’s AI Overviews on user behavior in this Pew Research Center study.
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