Gartner Survey Finds Only One-Third of Consumers Say GenAI Rivals Search Engines; Marketers Must Optimize for Both AI-Driven and Traditional Search
A Gartner survey of 377 U.S. consumers, conducted in June and July 2025, revealed that rather than shortcutting decisions, AI features are lengthening the research journey. Thirty-one percent of consumers surveyed say AI summaries cause them to spend more time searching for information, compared to just 16% who spend less. Over two-thirds continue past Google’s AI Overview, signaling that summaries are not the final answer. When researching purchases, 31% of consumers consider more product options due to AI overviews, versus only 7% who consider fewer.
“Marketers cannot afford to think of AI as a replacement for traditional search,” said Emma Mathison, Senior Principal, Research in the Gartner Marketing practice. “Consumers are spending more time, considering more options, and asking more nuanced questions.
“Marketers cannot afford to think of AI as a replacement for traditional search.” — Emma Mathison, Senior Principal, Research
While 82% of consumers have noticed AI Overviews in search results, most do not rely on them exclusively—and some express frustration. “These findings underscore the need for marketers to maintain strong content strategies across traditional and AI-driven channels, ensuring consistency and relevance as consumer behaviors evolve,” advised Mathison.
The research also highlights a shift in search behavior influenced by GenAI. A Gartner survey of 365 U.S. consumers, conducted in July and August 2025, found that 51% of consumers say their research habits have changed due to GenAI. Among those, 71% changed how they phrase queries, including using more specific terms (38%), question-based inputs (26%), and conversational phrasing (26%). Additionally, 18% even use GenAI tools to engineer prompts before searching on Google.
