Consumers are abandoning traditional search faster than brands expect, new study finds

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Synopsis

Traditional search is losing relevance as consumers shift to AI tools, social platforms, and direct answers, leaving brands underprepared.

Article

Consumers are moving away from traditional search engines at a pace that most brands have underestimated, according to a new global study released this week. The shift is being driven by the rapid adoption of AI-powered assistants, social discovery, and direct-answer platforms that reduce the need for conventional keyword searches.

The research, conducted by market intelligence firm Gartner, found that traditional search volume is expected to decline by 25% by 2026, as users increasingly rely on generative AI tools, voice assistants, and in-app search on platforms like TikTok and Instagram. For brands, this signals a structural change in how visibility, discovery, and trust are earned online.

“Search behavior is fragmenting,” Gartner analyst Alan Antin said in the report. “Consumers now expect answers, not links, and they’re finding them across AI interfaces and social ecosystems rather than search result pages.”

The implications are significant for marketers still optimising primarily for search engine rankings. Younger users, in particular, are bypassing search engines entirely when looking for recommendations, product reviews, or how-to information. The study notes that nearly 40% of Gen Z users prefer social platforms over search for discovery-related queries.

Brands that rely heavily on SEO-driven traffic risk losing relevance if they fail to adapt. Visibility is increasingly shaped by conversational AI responses, creator-driven content, and platform-specific algorithms that operate outside traditional search logic.

The takeaway is clear: search is no longer a single channel. As discovery splinters across AI, social, and closed platforms, brands must rethink how they structure content, authority, and presence, or risk becoming invisible where consumers now look first.