Survey: Almost half of AI search tool users prefer them to Google
Artificial intelligence-powered search tools are continuing to be used in tandem with traditional search engines.
According to a new report from SEO agency Ethical, Google remains the dominant search platform, with 86% of survey respondents in the United States and United Kingdom using it to find information. However, AI-powered search tools are widely adopted, with 81% of participants using them in the past three months. Younger consumers (63.6% of Gen Z and 68.5% of millennials) use AI tools frequently, compared to less than half (46.25%) of baby boomers.
For most users, AI enhances traditional search engines. More than half (56.1%) view AI tools as a supplement to search engines like Google, while only 6.1% consider them a full replacement. However, almost half (45.5%) of those surveyed say that AI tools provide a superior experience to Google in terms of speed and clarity, with 15.8% saying it is “much better” and 29.7% saying it is “slightly better.”
[READ MORE: EXCLUSIVE: Businesses lag in readiness for AI search and shopping]
When it comes to how people use AI, Ethical’s report found that it is largely for exploratory (58.3%) and task-oriented queries (58%), such as idea generation, summarizing content or planning. Creative tasks (44.7%) and factual questions (38.1%) follow closely. Nearly 60% of respondents told Ethical that they use AI tools to research products or services before buying.
More than half (52%) of users say they get answers directly from AI summaries without clicking on links, with millennials and Gen Z having the highest percentages at 60% and 55% respectively. While 49% still click links when they care deeply about a topic, only 21% routinely verify information by clicking through.
Despite widespread use of AI search tools, 43.3% of users still trust traditional search engines more, while only 20.5% say they trust AI tools more. A significant portion (36.2%) trusts both equally. This balanced perspective is most prominent among Gen X (44.36%) and baby boomers (41.11%).
When it comes to perceived accuracy, Google remains the most trusted source, with seven-in-10 (69.6%) users naming it their go-to for reliable information. Still, AI tools are still catching up, with ChatGPT being trusted most by 24.1% of respondents.
“While current usage patterns may still reflect a hybrid approach, users could see a future where AI is potentially the standard in search,” said Ethical CEO and co-founder Konstaintin Sadekov. “In the next few years, Google is likely to remain dominant in terms of speed and reliability, especially among the older generations and in highly-trustworthy fields like academia and finance. The next chapter of search is likely to be user-centric, where users make strategic decisions about which tool to use given the task at hand and the balance of speed, trust and depth.”
Methodology
Ethical’s report is based on a survey of 1,025 internet users in the U.S. and U.K., conducted in July 2025 via Prolific, a platform commonly used for academic and consumer research. The sample included participants from four distinct age groups to ensure generational insights: 18–24 (Gen Z), 25–38 (millennials), 39–54 (Gen X) and 55–64 (baby boomers). Quotas were applied to maintain balanced representation across age groups.
