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EMARKETER

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  |  Oct 16, 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
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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
E-Mail ChartDownload

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
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