Traditional search engines are no longer the undisputed kings of information. According to a 2026 report from marketing agency Eight Oh Two, a “hybrid journey” has emerged where 37% of consumers now start their search with AI tools rather than Google. This shift is fueled by growing “search fatigue”; users are tired of wading through endless sponsored ads, low-quality links, and cluttered results just to find a straight answer. For many, AI provides the speed and clarity that traditional search has lost.
While AI is winning on convenience, it hasn’t completely replaced the old guard. A unique double-standard in trust has formed: while 80% of users feel AI provides unbiased info, a staggering 85% still double-check those answers using traditional search engines. Currently, consumers still prefer legacy search for high-stakes tasks like researching medical info, checking live news, or comparing product prices. Essentially, AI gives the first answer, but traditional search is used to verify it.
This new behavior is fundamentally changing how brands are discovered. Nearly half of consumers say AI influences which brands they trust, often because AI provides a curated, summarized list rather than a page of blue links. If a brand isn’t easily “readable” or “summarizable” by AI, it risks being left out of the conversation entirely. As we move through 2026, 59% of users believe AI will become their primary way of finding information, making it vital for businesses to maintain a strong presence in both AI results and traditional listings.
Looking ahead, the expectations for 2026 are clear: more AI and fewer manual searches. Over 60% of consumers expect to increase their AI usage this year, with many hoping the technology will soon handle complex tasks from start to finish. For brands and creators, the goal is no longer just “ranking #1” on a search page; it’s about being the most credible, cited, and clear option when an AI assistant generates a recommendation. You can explore more about these shifting habits in the full Eight Oh Two Consumer Report.
