A new report from SparkToro and Datos reveals that while AI tools like ChatGPT, Claude, Copilot, Gemini, Perplexity, and DeepSeek are gaining massive popularity, they are not replacing Google or other search engines. Instead, people are using both — often side by side.
Important Things to Consider
- AI use is on the rise: Approximately 20% of Americans use AI tools frequently (10+ times a month), and nearly 40% use them at least once a month.
- Search remains dominant: 95% of Americans use search engines monthly, and 86% use them frequently.
- AI growth has slowed: AI adoption has jumped from 8% in early 2023 to 38% by mid-2025, but growth has leveled off since late 2024.
- AI boosts Google searches: New ChatGPT users actually search on Google more often, increasing from 10.5 to 12.6 weekly searches.
- Seasonal patterns: Both AI and search activity dip during U.S. summer breaks, showing how strongly they’re tied to education.
Conclusion
AI isn’t killing search — it’s adding to it. Google and other search engines remain everyday habits for nearly all Americans. AI tools are now part of that mix, but they work more as companions than replacements.
For marketers, publishers, and businesses, the message is clear: treat AI as an extension of the search landscape. It’s not a battle of “AI vs. Google.” Instead, both play essential roles in how people find information today.
Full details and charts are available in the original report: Read the full SparkToro/Datos analysis.
Recently Launched AI-Focused Features
We have already launched these powerful AI-focused updates, and more features are on the way to our dashboard and services:
- Google AI Overview Rank Tracking – Our keyword ranking tool now includes visibility in Google’s AI Overview. This allows users to see how their keywords perform not just in traditional search results, but also within AI-driven search experiences.
- AI Traffic in Google Analytics – We’ve integrated AI traffic reporting into the dashboard. Users can now measure how many visitors are arriving at their site through AI tools, directly within Google Analytics data.
- AI Summary in SEO Audits – A new quick summary section has been added at the top of SEO audit reports. This makes it easier for users to quickly understand the key takeaways before diving into the full audit report.
- Conversation Module AI Summaries – To save time, users can now view an AI-generated summary of entire communication threads within the dashboard. Just click the AI Summary option to get an instant overview of the conversation.
- Grid Ranking – A powerful new feature that tracks your Google Business Profile visibility within a defined grid area. This provides a real-world view of how your business ranks locally across different spots in your service area.
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