Recent discussions around organic search have been dominated by concern, particularly the idea that AI tools are replacing Google and traditional search.
However, data from the State of Search Q3 2025 survey by Datos paints a more balanced picture. Based on real US desktop usage behavior, the survey highlights how search, AI, and other platforms are evolving together rather than competing for relevance.
Traditional Search and AI Search Platforms Are Growing in Parallel
Platform usage data shows growth across two key discovery channels:
- Traditional search continues to grow from 9.96% to 10.38%
- AI Platforms Usage grew from 0.85 to 1.34%
The main takeaway: these platforms are growing together, not at each other’s expense. Both offer unique value and serve different user needs.
Instead of one replacing another, users are adding new tools to their discovery journeys.
AI Is Not Cannibalizing Search
One of the clearest insights from the data is that AI usage is not coming at the expense of traditional search.
In fact, both search engines and AI tools reached usage highs around the same time.
This suggests a structural shift: AI tools are beginning to function as an entirely new category of discovery, similar to how social media emerged years ago. They operate alongside search rather than replacing it.
Users will continue to rely on Google for many types of queries, while also turning to AI tools as a separate channel for research, exploration, and problem-solving. These behaviors coexist rather than conflict.
Clicks Are Declining, but Engagement Remains Strong
Desktop search data in the US shows a clear trend:
- The share of searches resulting in external clicks has gradually declined.
- At the same time, zero-click searches have increased, meaning users are often finding answers directly on the search results page.
This does not indicate reduced interest in search. Instead, it reflects changes in how information is delivered, with richer results, summaries, and instant answers satisfying user needs faster.
Search activity itself remains consistent. Users are still searching just as frequently, but they are simply completing more of their journeys within the search experience.
What This Means for Your Search Strategy
Traditional Search (Google and Bing) remains a core discovery channel, even as AI platforms (ChatGPT, Perplexity, Google AI Mode) become part of the user journey.
The focus going forward should be on adapting to gain visibility across both traditional and AI-driven search.
Our organic SEO services, link building services, and GEO services are designed for this new reality, helping brands stay discoverable in traditional search and surface in AI-driven answers.
