AI Will Dominate Search—Just Not in 2026

Growing AI Usage Will Revolutionize Discovery, but Search Engines Aren’t Going Anywhere

Report by Nate Elliott  | UPDATED: Oct 17, 2025
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Table of Contents
Executive Summary
AI poses a real threat to Google’s search monopoly
But AI won’t replace search
AI discovery will merge into search by 2027
Recommendations for brands and agencies
EMARKETER Interviews
Sources
Media Gallery
About This Report
AI will soon redefine how people find information. As search engines and generative AI engines converge, the next wave of discovery is emerging—and marketers who invest in AI optimization now will secure an early advantage.
Topics
Artificial Intelligence (AI)
US
Table of Contents
Executive Summary
AI poses a real threat to Google’s search monopoly
But AI won’t replace search
AI discovery will merge into search by 2027
Recommendations for brands and agencies
EMARKETER Interviews
Sources
Media Gallery

AI will bring vast change to how people discover brands and products online—but it’s not going to replace search. Instead, discovery via AI will soon just be part of search. This report maps the coming shift in discovery—including why and when search engines and generative AI engines will merge—and shows marketers and agencies how to plan for what comes next.

Key Question: How is AI changing the way people discover brands and products?

Key Stat: While generative AI engines will revolutionize search and discovery, today these tools account for just 3.3% of online discovery time in the US, per August 2025 Comscore data analyzed by EMARKETER.

Generative AI Engines Remain a Tiny Fraction of Online Discovery Time
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    Table of Contents

    1. Executive Summary
    2. AI poses a real threat to Google’s search monopoly
    3. But AI won’t replace search
    1. AI discovery will merge into search by 2027
    2. Recommendations for brands and agencies
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Generative AI Engines Remain a Tiny Fraction of Online Discovery TimeMore Americans Report Using AI for Search Than for Any Other Purpose
    While Monthly AI Usage Is Relatively High, Many Americans Use It SporadicallyThe Growth of AI Hasn't Dented Google Usage

    Interviewed for This Report

    Chris Ford
    Nestlé
    Global Search Lead
    Interviewed September 15, 2025
    Benoit Vatere
    Liquid Death
    Chief Media Officer
    Interviewed September 25, 2025

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    First Published on Oct 16, 2025

    authors

    Nate Elliott

    Contributors

    Rahul Chadha
    Director, Report Editing
    Eleni Digalaki
    Chris Keating
    Kyndall Krist
    Senior Copy Editor
    Penelope Lin
    Director, Data Visualization
    Paul Verna
    VP, Content