Key stat: 63% of US AI search users turn to AI assistants to answer a question directly, according to a May survey from YouGov.

Beyond the chart:

• That answer carries real weight. 57.5% of US adult AI users have decided not to buy something based on information from a chatbot, according to Semrush.
• Meanwhile, showing up once doesn't mean showing up again. Only 30% of brands stay visible from one AI answer to the next, and just 20% appear across five consecutive runs, according to AirOps.

Use this chart: Drop this chart into your search budget review to show that AI search ends with an answer, not a click. Pair it with AirOps' visibility data to argue for tracking how often your brand appears in AI answers, not just how much traffic it gets.

Related EMARKETER reports:

• The Future of Digital 2027 (EMARKETER subscription required)
• US AI Advertising Forecast 2026 (EMARKETER subscription required)

Methodology: Data is from the June 2026 YouGov report titled "Searching for Answers: How AI Is Changing Online Discovery in 2026." 1,494 US adults ages 18+ were surveyed online during April 21-May 29, 2026. Results have been weighted to be representative of the US adult population.