More people in the U.S. are using ChatGPT as a search engine instead of traditional search engines, changing how information is found, products are discovered, and decisions are made. Adobe surveyed 1,000 people, including consumers and marketers, revealing key insights into AI's impact on digital visibility and marketing strategies.
Key Statistics and Usage
- 77% of U.S. respondents use ChatGPT for search.
- 24% use ChatGPT as their first search tool, with Gen Z (28%) leading.
- 30% trust ChatGPT more than other search engines.
- 36% discovered new products or brands via ChatGPT, especially Gen Z (47%) and Gen X (37%).
- 47% of marketers and business owners use ChatGPT for marketing, with two-thirds planning to increase AI visibility efforts in 2025.
The Rise of Conversational Search
ChatGPT is becoming a preferred tool for diverse questions, influencing how people learn and discover online. Usage is high across all age groups:
- Gen X: 80%
- Gen Z: 77%
- Millennials: 75%
- Baby Boomers: 74%
People mainly use ChatGPT for everyday questions (55%), creative brainstorming (53%), financial advice (21%), and online shopping (13%).
Consumer Preferences for AI Search
Users value AI search for its ability to quickly summarize complex topics (54%) and require fewer clicks than Google (about 33%). ChatGPT is favored for creative, open-ended questions (81%) and offers more personalized results (77%). Trust in ChatGPT is growing, with 30% trusting it more than Google.
How Marketers and Small Business Owners Use AI Tools
Nearly half (47%) of marketers and business owners already use ChatGPT for marketing tasks like product descriptions, social media copy, and blog posts. Two-thirds plan to boost AI visibility in 2025 to ensure their brands appear in AI search results similarly to traditional search engines.
Strategies for AI Visibility
- 76% say appearing in ChatGPT answers is essential for their brand in 2025.
- Data-driven content (57%) and how-to guides (51%) perform best in AI search, helping brands appear relevant and helpful.
Conclusion
ChatGPT is reshaping online search by enabling users to ask questions, get answers, generate ideas, and discover new brands. Successful businesses are adapting by integrating AI tools into their marketing strategies and focusing on AI visibility. As trust in AI grows, being featured in AI-generated answers will become as important as traditional search engine presence, signaling a significant shift in how information is found online.
Methodology
The survey included 800 consumers and 200 marketers/business owners who use ChatGPT as a search engine, conducted on May 29, 2025. Respondents were self-reported, with demographic breakdowns of 22% Gen Z, 49% millennials, 22% Gen X, and 8% baby boomers.
