Why Consumers Choose an AI Chatbot over a Search Engine

Search engines as a starting point

For most Americans, traditional search engines remain the default tool for online searches in the Gen AI era. According to a recent Bain survey of 1,500 consumers, 56% said they mostly or always use search engines as their default search tool, while only 16% mostly or always use chatbots.

Generational divide in AI chatbot adoption

Yet surging adoption of AI chatbots by the young is a powerful indicator of the disruption ahead in search. While 76% of baby boomers and 55% of Gen X users reported mostly or always using search engines, that number drops to 42% for both millennials and Gen Z.

Where chatbots appeal most

Consumers are most likely to use a chatbot instead of a search engine to demystify complex topics (53% of users) get step-by-step instructions (47%), brainstorm (45%), and get answers to quick factual inquiries (45%).

Search engine AI overviews also gain traction

AI overviews offered by traditional search engines have gained traction with consumers, too, with 46% percent of survey respondents using them. That beats other common AI tools across platforms, including voice-driven digital assistants (43%) and personalized recommendations (43%).

The rise of "zero-click" search results

AI overviews mean searches are now mostly "zero-click" for 70% of users, meaning that the users find what they want on the search results page and don't need to click further. This is a disruption that'll redefine marketing.

Source: Bain Generative AI Consumer Survey, September 2025 (n=1,500)

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