Generative AI is changing search, but Google is still where people start: Study

Generative AI is reshaping how people find information — but it hasn’t replaced search engines like Google. That’s according to a new Nielsen Norman Group study:

• While users increasingly experiment with ChatGPT, Gemini and AI Overviews, most still default to old habits: starting with Google.

Why we care. Google is a habit – and habits are hard to break. That gives Google a built-in edge: even as AI eats into clicks, Google remains the default starting point for users. That means organic visibility still matters for brands and businesses. AI is reshaping the journey, but it won’t erase search overnight.

The big picture. According to the study:

• AI overviews = fewer clicks. People notice and often rely on Google’s AI summaries, reducing the need to visit websites. Not new, and still bad news for publishers.
• AI chat boosts efficiency. Once users tried Gemini or ChatGPT for complex tasks, they found them faster and more useful than traditional search.
• Search isn’t gone. Even heavy AI users still cross-check with Google or visit content pages. No participant relied solely on AI for all information needs.
• Familiarity wins. Just as “Google” became a verb, some users now casually call ChatGPT “Chat.” Brand familiarity may be the biggest advantage in AI search.

Bottom line. Generative AI is changing how people research – but it’s an evolution, not a revolution. The biggest barrier to AI adoption isn’t accuracy or UX, it’s human habit.

About the data. Nielsen Norman Group conducted remote usability testing with nine participants in North America and UK, representing diverse demographics and levels of AI experience. Sessions explored how users approached real research tasks with search engines and AI tools.

The study. How AI Is Changing Search Behaviors

Dig deeper. Google’s AI Overviews are hurting clicks: Pew study