Marketing for AI Search, Not Just Google

In partnership with

For more than two decades, search behavior followed a familiar pattern: open Google, scan results, click a few links, then decide.

That pattern is breaking.

According to a new consumer study by Eight Oh Two, 37% of people now start their searches with AI tools instead of traditional search engines. Not as a replacement for Google, but as the first step.

The implication for marketers is clear: discovery no longer begins where it used to.

Why Consumers Are Choosing AI First

The shift isn’t driven by novelty. It’s driven by frustration.

Traditional search has become crowded, ad-heavy, and time-consuming. Users are tired of clicking through multiple pages to find a straight answer. AI tools, on the other hand, promise something simpler: one clear response, delivered instantly.

Consumers consistently describe AI search as:

• Faster

• Clearer

• Less cluttered

This is especially appealing when users want quick explanations, recommendations, or comparisons. AI removes the noise and compresses the journey.

Search Isn’t Disappearing

Despite the growth of AI-first behavior, Google and traditional search engines are not going away.

What’s emerging instead is a hybrid journey.

AI provides the initial answer. Search engines are used to verify it.

In fact, while 80% of users feel confident that AI provides unbiased information, 85% still double-check AI-generated answers elsewhere. This means credibility is no longer judged in one place. Brands are being evaluated across AI summaries, search results, reviews, and websites simultaneously.

If the story doesn’t match, trust breaks.

Where Traditional Search Still Wins

Consumers are selective about when they rely on AI versus traditional search.

Search engines remain the preferred choice for:

• Product reviews and pricing

• News and recent events

• Images and videos

• Health and medical information

This reinforces an important point: AI is strongest at synthesis and explanation, while search remains critical for validation, depth, and real-time information.

Marketers need visibility in both environments, not just one.

AI Is Quietly Reshaping Brand Discovery

One of the biggest changes isn’t how people search, it’s how they discover brands.

When users ask AI for recommendations, they don’t see dozens of options. They see a short, curated list, often with explanations that frame which brands are credible and why.

Nearly half of consumers say AI influences which brands they trust.

That means first impressions are increasingly formed inside AI-generated answers. If a brand isn’t easy for AI to understand, summarize, or differentiate, it may never even enter the consideration set.

This is a major shift from traditional SEO, where ranking on page one at least gave brands a chance.

AI Now Influences Purchase Decisions

AI’s role doesn’t stop at awareness.

According to the study:

• 47% of consumers have used AI to help make a purchase decision

• 57% have used it to find the best prices

• 54% have used it to compare products

• 48% have relied on AI-generated review summaries

Younger consumers are leading this behavior, but adoption spans categories, from everyday purchases to travel, technology, and financial services.

While most transactions still happen on brand or retailer websites, the research phase is increasingly shaped by AI.

What Consumers Expect Next

Looking ahead to 2026, consumers expect AI to play an even bigger role in how they find and evaluate information.

Nearly two-thirds expect to use AI more this year. A majority believe it will become their primary way of finding information, and many expect AI to handle full tasks end to end.

At the same time, expectations are rising. Users want better fact-checking, clearer citations, improved accuracy, and more personalization.

This puts pressure on brands to be not just visible, but reliable.

What This Means for Marketing Teams

The takeaway is not to abandon SEO or paid search.

It’s to expand the definition of search visibility.

Brands now need:

• Clear positioning that AI can easily interpret

• Consistent messaging across websites, reviews, and third-party mentions

• Content designed to answer questions, not just attract clicks

• Credibility that holds up when users cross-check answers

The brands that win won’t just rank well. They’ll show up clearly, accurately, and consistently wherever the search journey begins.

Because increasingly, that journey doesn’t start with Google anymore.

Thanks for reading!

Introducing the first AI-native CRM

Connect your email, and you’ll instantly get a CRM with enriched customer insights and a platform that grows with your business.

With AI at the core, Attio lets you:

• Prospect and route leads with research agents

• Get real-time insights during customer calls

• Build powerful automations for your complex workflows

Join industry leaders like Granola, Taskrabbit, Flatfile and more.

👉 Try Attio Pro for free