• AI Search

AI Search Is Reshaping How We Find Information

In AI - Artificial Intelligence, Digital marketing by Julio Ahumada

But At What Cost?

The days of “Googling” may be numbered, or at least challenged. A recent Innovating with AI survey found that 83% of users believe AI-powered search is more efficient than traditional search engines.

With ChatGPT crossing 200 million weekly active users, the way people seek answers is shifting. Instead of sifting through endless links, many prefer direct, conversational AI summaries. Tools like ChatGPT, Perplexity AI, and Grok are ushering us into the era of AI search—fast, direct, and seemingly effortless.

AI search collates answers into a single, clear response rather than scattering them across pages of blue links and sponsored ads. Instead of hunting for the best blog post or article, users can get an immediate summary—ideal for exploring new topics.

As search providers like Google and DuckDuckGo pivot toward generative AI summaries, some have labeled tools like ChatGPT as “Google Killers.”

Why Traditional Search Still Holds Power

Nick Reese, an Adjunct Instructor at NYU, calls the idea of AI replacing search a “false dichotomy.” Traditional search still rules when users want to browse multiple sources, especially for news and current events. It’s easier to verify stories and cross-check facts using traditional search engines.

Want to know what’s happening in Ukraine or with the Fed’s interest rates? A Google search offers pages of reputable sources, whereas AI tools may give a limited snapshot.

The Problem of Hallucinations

AI tools are fast, but not always accurate. We’ve seen Google’s AI claim it’s 2024 (it’s 2025) or suggest adding glue to pizza. These errors, known as hallucinations, are a major sticking point. The New York Times reports that OpenAI’s o3 model hallucinated 33% of the time during the PersonQA benchmark test.

Users are left with three choices:

  • Use AI search for low-stakes queries
  • Fact-check everything manually
  • Accept the risk of misinformation

For critical or complex searches, traditional search remains the safer choice.

AI Search Traffic vs. Traditional Search Traffic
AI search is growing, but its impact is less dramatic than headlines suggest:

A YouGov survey found only 38% of users read AI-generated summaries, reflecting ongoing trust issues.

Between April 2024 and March 2025, Google received 26x more traffic per month than ChatGPT (OneLittleWeb).

AI chatbots saw an 80.92% increase in traffic, but overall search engine traffic dropped by less than 1%.

Google’s Self-Cannibalization and Ethical Concerns

Google is actively ranking its own AI summaries above human-written content, changing the search game entirely. Chris Andrew, CEO of Scrunch AI, notes that Google’s AI overviews now have 1.5 billion monthly active users.

While it provides quicker answers, it undermines third-party publishers. France’s competition watchdog fined Alphabet $271.7 million for training its AI on publishers’ content without notice.

If this continues, the freedom to access diverse information independently will shrink. AI search tools often limit choice, as seen when asking “What caused WWII?” on Google (15 pages of results) versus Google AI Mode (just 12 links).

Why This Matters for Brands and Publications

If AI overviews push third-party content down, brands will struggle to maintain organic visibility. Businesses may need to:

  • Invest in Generative Engine Optimization (GEO) to appear in AI summaries
  • Double down on social media and direct channels to engage audiences
  • Create authoritative, structured content that AI tools can confidently cite

The reality? Organic traffic will never look the same again.

While AI search is here to stay, traditional search will continue to play a vital role, especially for high-stakes, fact-heavy research.

Hallucinations may decrease as models improve through reinforcement learning from human feedback (RLHF) and chain-of-thought reasoning. But for now, AI search is best used with caution, and traditional search will continue to be a critical piece of the information ecosystem.

Conclusion: The Age of Search Is Changing—Are You Ready?

AI search offers speed and simplicity, but often at the cost of accuracy and choice. Traditional search engines provide depth and reliability, but they are being reshaped by AI’s rise.

For brands, the writing is on the wall: Adapting to AI search is no longer optional.

DNA Digital Marketing Helps You Be Found in AI Search

At DNA Digital Marketing, we help businesses navigate the shift to AI-powered search:

✅ AI Search Readiness Audits to identify content gaps
✅ Content strategy designed for AI discoverability and citations
✅ Monitoring and GEO optimization to maintain visibility as AI tools evolve

The future of search is changing, but your brand doesn’t have to get lost in the noise. Let’s position your business to thrive in the AI search era.