How Soon Until AI Dominates Product Search?

More than one-third of AI-competent consumers (37%) already begin their searches with AI tools rather than traditional search engines, and 59% believe AI will become their main way of finding information, according to a new survey.

The survey of 500 consumers who actively use AI tools from Eight Oh Two, an SEO and PPC marketing agency, found 62% choose AI because it provides quick, summarized answers instead of long lists of websites. A further 60% believe AI delivers better, clearer answers than traditional search.

At the same time, the survey identified several frustrations with traditional search, including clicking through too many links (40%), too many ads and sponsored results (37%), and difficulty getting a straight answer (33%).

Eight Oh Two’s study stated, “People turn to AI because it feels faster, clearer, and less cluttered than traditional search. Instead of digging through multiple links or ads, they want a single, direct explanation they can act on immediately.”

The survey still found AI-search faces trust and privacy issues. While 80% feel confident AI provides unbiased information, 85% still double-check AI answers elsewhere. Of the respondents, 68% worry about how AI uses their personal information.

Search Engines May Not Be Beaten by Agentic AI (Yet), But Rather Find a Third Way

The survey further found many AI enthusiasts still prefer search engines for product reviews and pricing, news and recent events, images and videos, and health and medical information.

In reviewing the study, Danny Goodwin, editorial director of Search Engine Land, wrote, "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."

Constructor and Shopify’s 2025 State of E-Commerce report showed that 45% of shoppers do not care whether product recommendations come from humans or algorithms -- “as long as it's the right fit.” Nearly one-in-five respondents would even trust an AI agent more than their partner to choose a gift, rising to 25% among Gen Z.

Based on an online survey of more than 1,500 consumers in the U.S., U.K., and Germany, the study likewise identified pain points around traditional search, including needing to continually reformulate queries to make the search engine "get it," weak personalization on retail websites, and the time it takes to scroll through pages of search results.

McKinsey analysis released last October predicted that brands may see a 20% to 50% decline in traffic from traditional search channels, with about half of Google searches already having AI summaries. Further, McKinsey survey showed half of consumers now intentionally seek out AI-powered search engines.

The consultancy said brands will need to improve visibility and positive sentiment on both AI summaries and AI platforms. McKinsey said, “They will need to consider modifying their content strategy and ultimately how they influence the broader set of sources that AI-powered search uses to generate answers to consumer questions.”