Is AI Growth Stalling? Google Search Gains the Upper Hand!
More than 1 in 5 Americans now use AI tools heavily. However, traditional search engines remain dominant. Their usage is holding steady at 95%, according to new clickstream data from Datos and SparkToro.
By the numbers:
- AI tools: 21% of U.S. users access AI tools like ChatGPT, Claude, Gemini, Copilot, Perplexity, and Deepseek 10+ times per month. Overall adoption has jumped from 8% in 2023 to 38% in 2025.
- Search engines: 95% of Americans still use Google, Bing, Yahoo, or DuckDuckGo monthly. Out of these, 87% are considered heavy Google users. This is an increase from 84% in 2023.
- Growth trends: AI adoption is slowing. Since September 2024, no month has shown more than 1.1x growth. By contrast, search volume per user has slightly increased year-over-year.
The big picture: Despite the hype around AI replacing Google, the data seems to show the opposite. When people adopt AI tools, their Google searches also rise, SparkToro found.
- This echoes a Semrush study that found ChatGPT users search more, not less.
Yes, but. Are there any truly “traditional search engines” left? Things get a bit messy when talking about “traditional search engines” versus the “AI tools” examined here, because all search engines now have AI baked in:
- Google is a traditional search engine. It is also an AI search engine with a legacy search experience. This experience is clearly moving in the direction of AI Overviews and AI Mode. Gemini is Google’s AI tool. Plus, Google’s traditional search data is being used by ChatGPT.
- Traditional search engine Bing has its own AI tool, Copilot. It is OpenAI’s partner for ChatGPT Search. Additionally, Bing feeds DuckDuckGo’s results.
Why you should care. This data once again indicates that it isn’t AI vs. search; it’s AI plus search. Heavy AI users are also heavy searchers, meaning Google traffic declines are more about zero-click answers than AI cannibalization. The integration of AI into search engines enhances the user experience. It provides more immediate and accurate responses to queries. This leads to a transformation in how individuals seek information. As AI continues to evolve, it is becoming more capable. It delivers answers without requiring users to click through to multiple sites. This shift underscores the importance of understanding the changing landscape of search, where marketers and businesses must adapt their strategies. Rather than viewing AI as a threat to traditional search methods, it should be recognized as a complementary tool. AI can refine the search process. It can meet the needs of an evolving audience.
