Introduction to AI and Classic Search Engine Usage

The way we seek information online is shifting with the rise of artificial intelligence. However, classic search engines like Google and Microsoft Bing remain the widespread choices for most Americans. According to a recent survey conducted by marketing agency Higher Visibility, 71.5% of respondents reported using AI-powered tools for search, but only 14% engage with these tools daily. Interestingly, nearly 80% still prefer traditional search engines when looking for general information.

AI search isn’t here to replace classic search engines just yet. Instead, it complements them, providing additional pathways to gather insights, especially in areas where quick, synthesized answers are preferred. Classic engines excel at broad queries, while AI tools offer convenience for complex or nuanced questions.

AI Search Adoption Across Different Generations

AI search tools have attracted users across all age groups, but the frequency and context of use vary widely.

Generation Z (Ages 18-26)

The youngest group shows the highest AI search adoption, with 82% having used AI tools at some point. This demographic often turns to social media platforms like Instagram and TikTok when looking to discover new products, blending search with entertainment and peer influence.

Millennials (Ages 27-42)

Millennials balance traditional and AI-assisted searches more evenly. They tend to use AI tools for professional and educational purposes while still relying on classic engines for everyday questions. This group appreciates the efficiency AI tools can provide but values the reliability of established search methods.

Generation X (Ages 43-58)

There’s a noticeable preference among Generation X for conventional search engines, with around 65% reporting occasional AI use. This demographic appears cautious, gravitating toward familiar platforms when seeking information but experimenting with AI for specific queries.

Baby Boomers (Ages 59-76)

Baby Boomers remain the staunchest supporters of classic search engines. While 45% have tried AI search tools, most continue to show loyalty to traditional platforms. Their approach highlights a comfort with what they know and a more reserved stance towards adopting new technologies.

How People Search for Information and Products in 2025

By 2025, the search landscape has become more specialized depending on the type of information or product sought.

General Information Searches

For everyday informational queries, classic search engines still dominate. When people want reliable, broad-spectrum information, Google and Bing are the go-to platforms.

Shopping Searches

Shopping habits are differentiated across stages:

– Initial product research generally starts on classic search engines.

– Direct product searches typically shift to retail giants such as Amazon, Walmart, and Target.

– For advice, recommendations, and product comparisons, AI tools like ChatGPT, Claude, and Bard are increasingly popular.

Discovery and Niche Shopping

Social media platforms such as TikTok, Instagram, and Pinterest play a big role in discovery-based shopping. These platforms offer curated content, influencer insights, and inspiration in a highly visual way. For specialized product queries, consumers turn to niche platforms like Etsy and eBay, which cater to distinct markets and unique offerings.

Local Business and Services

Finding local businesses is often done using maps and business profiles on Google. For dining and entertainment, social media platforms including Facebook, Instagram, and Nextdoor are influential. When it comes to service-based businesses like contractors or salons, review sites like Yelp and TripAdvisor provide trusted feedback from past customers.

The Role of Social Media and Niche Platforms in Search

Social media has blurred the line between entertainment and search. Users don’t just look for products; they want experiences and stories that connect emotionally or spark inspiration. This is why platforms that integrate shoppable posts and video content appeal so strongly.

Niche platforms fill gaps that mainstream search engines might overlook. For example, handmade and vintage items thrive on Etsy, while auction-based purchases are popular on eBay. This specialization lets consumers find exactly what they want without endless scrolling or wading through irrelevant results.

Challenges and Opportunities in Modern SEO

SEO is becoming more challenging as click-through rates on Google decline. With so many options available—from AI answer engines to social media and shopping platforms—marketers face a labyrinth of tactics to attract attention.

The rise of AI answers means rankings are no longer just about keywords but also about delivering precise, engaging information quickly. Marketers need to think about user intent more deeply and consider how content appears across various platforms. Integrating information that aligns with both traditional searches and AI-generated responses opens new doors to reaching audiences.

Social platforms demand authenticity and engagement, pushing brands to create content that not only informs but also connects on a personal level. Meanwhile, niche platforms require specialized approaches that reflect their unique communities and buying behaviors.

Summary and Advice for Navigating the Evolving Search Landscape

If you’re wondering how to adapt, here’s a friendly rundown:

– Maintain a strong presence on traditional search engines since they still dominate daily information searches.

– Complement your strategy by incorporating AI tools where appropriate, especially to meet users looking for quick answers or detailed comparisons.

– Don’t overlook social media and niche platforms for discovery and purchase intent. These channels can open doors to audiences who rely on visual and community-driven content.

– Focus on understanding your audience’s preferred platforms and habits. Different generations and product types demand tailored approaches.

– Stay agile. The search environment keeps shifting as new technologies and user behaviors emerge.

By balancing classic methods with new technologies, your search approach can stay effective and user-friendly.

About the Survey and Data Sources

The insights shared are based on a survey conducted by Higher Visibility in January 2024. The study involved 1,500 Americans aged 18 to 76, representing diverse income levels and educational backgrounds. These findings offer a valuable snapshot of changing search behaviors in 2025.

About the Author

Danny Goodwin is the Editorial Director of Search Engine Land and the Search Marketing Expo – SMX. Since joining Search Engine Land in 2022, he has stayed at the forefront of search marketing trends and news. Danny brings over a decade of experience, having served in key editorial roles and contributed to leading industry publications. His expertise helps shape understanding around digital marketing and search evolution.