By Danny Goodwin
Publication Date: 2026-01-07 14:00:00
Consumers are increasingly using AI tools — not Google — as their first source of information. This is driven by frustration with traditional search and rising expectations that AI will play a much larger role this year, according to a new report from Eight Oh Two, an SEO and PPC marketing agency.
Why we care. AI isn’t replacing search, but it’s reshaping where search begins, how people discover brands, and which options they consider. A hybrid journey is emerging: AI delivers the first answer, and traditional search confirms it. Brands now need consistency across both or risk losing credibility when users cross-check. As more consumers turn to AI, visibility, trust, and clarity will matter more than ever.
AI as the starting point. More than one-third of consumers (37%) said they begin their searches with AI tools rather than traditional search engines, according to the study. Instead of scanning ads and blue links, users want one clear answer they…
