Are AI Tools Replacing Traditional Search Engines?

Artificial Intelligence — Wed., Sep. 17, 2025

According to SparkToro, growth of AI tools like ChatGPT in the US has not affected traditional search engine use. Recent research from Datos found 95% of Americans still regularly use traditional search engines.

The study also showed that while the regular use of AI tools has increased dramatically, the proportion of Americans using traditional search engines 10+ times a month has remained the same. Traditional search volume has also not declined between April 2024 and June 2025.

About the research: The report was based on clickstream data from Datos. The researchers looked at US panelist visits to traditional search engines and popular AI tools.

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