A new Gartner survey suggests that generative AI tools are changing how people research products and information, but they have not displaced search engines. The data shows that many consumers still lean on Google and social platforms, while AI features often make the research process longer and broader. For marketers, the message is clear. You need to plan for AI-driven search and traditional search at the same time.
The research comes from Gartner, a technology and business advisory firm. It surveyed 377 consumers in the United States during June and July 2025. Only about one-third of respondents said GenAI chatbots match search engines for learning new information. Most consumers see AI tools as a supplement rather than a replacement.
The survey points to a shift in how people move through search results. Thirty-one percent of respondents said AI-generated summaries make them spend more time researching. Just 16 percent said they spend less time. More than two-thirds scroll past Google’s AI Overview instead of stopping there. When shopping, 31 percent said AI summaries led them to consider more products, while 7 percent said they considered fewer.
Emma Mathison, senior principal analyst in Gartner’s marketing practice, summed up the finding in a clear warning to the industry. “Marketers cannot afford to think of AI as a replacement for traditional search.” She added that visibility now depends on showing up in AI answers and classic results, while keeping content clear and credible.
Consumer behavior around queries is also shifting. In a second Gartner survey of 365 U.S. consumers, conducted in July and August 2025, just over half said GenAI changed how they research. Among that group, many reported using more detailed or conversational queries. Some even use GenAI tools to shape prompts before running a Google search.
These patterns fit a wider trend that marketers are already seeing. Search is fragmenting across engines, social platforms, retail sites, and AI tools. AI summaries promise speed, yet the data shows they often trigger follow-up questions instead of closing the loop. That means you face longer decision cycles and more touchpoints before a purchase.
For marketing teams, this raises practical issues. You can no longer treat search optimization as a single channel problem. Content needs to work in standard search results, AI summaries, reviews, and comparison pages. The Gartner data also hints at rising consumer frustration with shallow answers, which puts pressure on brands to publish material that supports deeper research.
The full report, Diversify AI Search Strategies for Consumers’ Broadened Research Habits, is available to Gartner clients. For everyone else, the takeaway is straightforward. GenAI is reshaping search behavior, yet it sits alongside existing habits rather than wiping them out. If you rely on search to reach customers, your strategy now has more moving parts than before.