How Google Search is Changing [January 2026 Update]

By Allison Hadley

A lot has happened since we last conducted this consumer survey in June 2025: AI Mode, AI shopping, multiple upgrades in search experience, and the increased adoption of AI tools in all aspects of life. How has this changed how, why, and where people search?

As part of our ongoing analysis on the state of search, here’s our updated late December 2025 assessment, surveying over 1,000 consumers on how they’re finding the information they need— and where AI fits in. With over 1 in 4 skipping Google when it comes to making purchases online, it’s a brave new world.

AI & Search: Key Takeaways

While there’s general consensus that AI Overviews have improved since June 2025 (49% agree), sentiment on them is down: 7% fewer find AIOs helpful, and while 37% rate Google as having improved in the last six months, over 1 in 4 skipped Google entirely the last time they purchased a product or service.

There are still traditional Google search stalwarts, however: 21% say they scroll past AI Overviews for traditional results, and nearly half of consumers (49%) will go deeper into their search results if the initial page doesn’t meet their needs: a 10% increase from June.

A third of consumers report using AI chatbots for 2025 holiday shopping – and we’ll be tracking who’s using AI for shopping from here on out to see if this is a one-time trend or something more paradigmatically interesting. 42% report using AI to at least assist in their last purchase of a product or service.

Also notable: a smaller share of consumers think Google has improved since June– 16% fewer— and 6% say it’s gotten worse. Additionally, a larger share of consumers see AI Overviews as part of their search results “always” or “most of the time.”

Where and How are Consumers Searching?

We polled consumers on where they go when it comes to researching product or service reviews, and it’s diverse:

58% consult Google for product or service reviews
17% go straight to an ECommerce site like Amazon
8% go to review sites like Wirecutter
8% take to social media, like Reddit
6% consult LLM chatbots, like ChatGPT

As we mentioned above– the last time consumers purchased a product, 26% didn’t use Google at all. SEO may no longer refer to only Google as consumers discover products across multiple platforms online, from ecommerce sites to AI chatbots.

We also looked at preferences between traditional Google search, AI Overviews, AI Mode, LLM Chatbots like ChatGPT, and non-Google search engines like DuckDuckGo to see which delivered the best experiences, the best results, and which won overall preference. Check out the graphic below and use the menu to toggle between criteria:

For overall preference, Google search squeaked out a narrow victory at 41% preference, followed by AIOverviews (33%), AI Mode (8%), LLM Chatbots (7%), and non-Google search engines in last at 6%. The Google search environment still reigns supreme, but more are embracing AIOs for their information. This tracks with AIOs only 5% behind Google search for the #1 spot for best experience.

Interestingly, 1 in 10 rate LLM Chatbots as providing the best results, though Google search still comes out on top at 41%. Only 28% considered AIOs as having best results– showing that there are still flaws in the new feature.

AI Mode: Not a Sole Source of Truth

We also asked consumers about how they used AI Mode, Google’s separate tab; about 46% reported using it as part of their search process. However, 34% said they wouldn’t use AI Mode as their only source of information for any type of search; 37%, the largest share, would use it as sole source of information just for finding products. That being said, 57% do agree that AI Mode improves their search experience– just with a little fact checking (47% report doing so).

AI Overviews: Require Fact Checking, but a Core Part of Search

Over 4 in 5 consumers feel AI Overviews are helpful overall, even if enthusiasm has cooled somewhat since June, and 49% report AIOs have improved in the last six months (even if 8% disagree and say they’re worse). Interestingly, despite so much use and an emerging sector of consumers who prefer the AIO to traditional search, 63% still fact check AIOs.

There’s still selling potential: 35% said they purchase products or services recommended in AIOs and AI mode based on that recommendation, so LLM optimization remains key to any ecommerce strategy.

Notable Shifts in the Last Six Months: Survey Reveals Some Disillusionment with AI

16% fewer think Google improved in the last six months than the prior period
7% fewer think AI Overviews are helpful
12% fewer say AIOs improve their search experience (72% compared to 84% in June)
12% fewer purchase products/services based on AIO or AI Mode recommendations (35% compared to 47% in June)
10% more search deeper into SERPs (49% compared to 39% in June)
5% more skipped Google in purchasing their last product/service

Conclusion: What This Means for Brands & Marketers

AI-assisted search is on the rise, and more agentic functions like shopping assistance are spiking in popularity, with a huge share using AI for shopping– including 1 in 3 consumers for the holidays alone.

However: Google search is still the preferred channel overall, in addition to providing the best experience and results. This means that SEO still isn’t dead, but more integrated into an overall visibility strategy that spans everything from ads to AI optimization.

GEO is important but can’t be part of a zero-sum equation with SEO: you’d be surprised how well they dialogue
Find ways to get your brand out there, particularly in news media publications (we can help with that!)
Understand that search optimization doesn’t just mean Google: consider Amazon, YouTube, social media, and more

Want help in 2026 to be seen and make sales? Reach out today.

Methodology & Fair Use

In December 2025, we surveyed 1,003 consumers nationwide. 49% were women, 50% men, and 1% were nonbinary or chose not to disclose; ages ranged from 19-78 with an average age of 45.

For media inquiries, reach out to media@digitalthirdcoast.net

Fair Use
When citing this data, please attribute to digitalthirdcoast.com

Major Takeaways from June 2025 Survey

Google’s AI-generated summaries are becoming a staple of the modern search experience. Here’s how users are engaging with them:

58% have used AI Mode
89% say AI Overviews are helpful
84% believe AI Overviews improve their overall search experience

However, while sentiment shows that search experience is improved, there is still distrust of AI– 68% fact check their information from AIO/AI Mode.

Methodology for June 2025 Survey

In May 2025 we surveyed 1,001 Americans nationwide on their use and attitudes towards Google search and AI. 50% were men, and 50% were women. Ages ranged from 18-74 with an average age of 38.