AI assistants reshape online search as over half of UK adults now use them
More than half of UK adults are now turning to AI-powered assistants such as ChatGPT, Gemini and Copilot for online searches, prompting businesses to rethink digital visibility and advertising strategies.
A Business Cornwall report highlights that more than 51 per cent of UK adults use AI assistants as part of their online search behaviour when looking for products, services or advice, a shift felt most strongly among younger adults, with about 75 per cent of 18–34-year-olds relying on these tools.
Local digital agency HookedOnMedia says this rapid adoption is already affecting how customers discover brands, as some users find businesses directly through conversational AI responses rather than traditional engines like Google.
The article notes that sponsored suggestions and advertising are beginning to appear inside AI search platforms such as Microsoft Copilot and ChatGPT’s free tier, positioning AI assistants as both a new discovery environment and a commercial opportunity for brands.
Digital marketing experts warn businesses to prepare for this ‘next major shift’ in how online visibility and search traffic work as AI-driven discovery becomes more mainstream.
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