How Consumers Are Combining Artificial Intelligence and Google Search
Carrollton, Monday, 7 September 2026.
Consumer AI use for local business discovery surged from 6% to 45% this year. However, 95% of AI users still rely on Google, using both tools for distinct purposes.
Local Market Data Challenges AI Disruption Narratives
On Monday, 7 September 2026, CraigAds released a new market research study indicating that consumers in Carroll County, Georgia, are integrating generative artificial intelligence alongside traditional search engines rather than replacing them [1]. The study, conducted in July 2026 with 62 participants, generated 5,828 local-search answers across 94 real decisions to analyze behavior [1]. Craig Mcilvain, founder of CraigAds, noted that while headlines often predict total AI disruption, local residents use both tools for distinct purposes [1]. For instance, AI accounted for 24.2% of search volume for beauty services deliberation, whereas Google captured 58.1% of queries for immediate problems like a leaking roof [1]. Mcilvain stated, “The real question isn’t Google versus AI. It’s which door people walk through first” [1].
CraigAds, a private company, emphasizes that business leaders must maintain traditional search engine optimization strategies while adapting to AI discovery environments [1]. The study highlights that local business owners are adopting AI for operational tasks faster than consumers are for search [1]. However, 85.5% of Carroll County residents have used AI for local services, with 59.7% using it daily or weekly [1]. Despite this adoption, Google remains the primary driver for purchasing leads, capturing up to 74.9% for specific searches like “roofing company” [1]. Mcilvain cautioned that the 62-person study was small, suggesting further research is necessary to confirm broader trends [1].
National Search Trends Show Overlap Rather Than Substitution
Broader industry data supports the finding that AI is layering on top of existing search behaviors rather than substituting them entirely [2]. Similarweb data from September 2025 through May 2026 indicates a 95% audience overlap between ChatGPT and Google users [2]. During this period, generative AI platform visits grew by 70% year-over-year, yet the vast majority of AI users still visited Google [2]. A Bocconi University study utilizing Comscore U.S. desktop clickstream data from October 2024 to July 2025 found a 9.4% reduction in traditional search queries among households with access to ChatGPT Search [2]. Additionally, a field experiment published on arXiv on 18 August 2026 analyzed 1,100 U.S. Chrome users and found that forcing AI Mode led to an 18.8 percentage point decrease in click-throughs to external sites [2].
Alphabet Inc. (GOOGL) continues to see growth despite these shifts, with Google Search revenue growing by 19% year-over-year in Q1 2026 [2]. Google CEO Sundar Pichai has expressed comfort with the transition of search behavior regarding AI-driven modes [2]. However, uncertainties remain regarding long-term query growth, with updates expected during Alphabet’s earnings call in late October 2026 [2]. The Search Engine Journal review notes that overlap metrics do not fully account for query-level substitution or API usage, which may replace search activities more directly [2].
Strategic Implications for Business Visibility
For small businesses, the convergence of Search Engine Optimization (SEO), Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) requires integrated strategies [3]. Thryv, Inc. (THRY) reports that in 2026, 45% of consumers utilized AI tools for local business recommendations, a significant increase from 6% in 2025 [3]. This represents a growth rate of 650 percent over the 12-month period [3]. Despite this surge, 71% of consumers still use Google for local business searches, and 75% utilize multiple channels within a single search process [3]. Research by BrightLocal indicates that only 18% of consumers using AI for local search are prepared to contact a recommended business immediately [3].
Thryv released new documentation on 4 September 2026 emphasizing that core signals like clear website content and accurate business information remain fundamental across all optimization types [3]. AI search acts as a discovery channel, with consumers frequently verifying AI-generated recommendations against traditional search results [3]. As Google tests new ad formats created with Gemini in AI Mode, businesses are advised to adopt an “answer-first” website strategy [2][3]. The focus remains on maintaining trust indicators and consistent online data to ensure visibility across both traditional and generative platforms [3].