AI search engines and Google overlap in consumer discovery

Data indicates a significant overlap between users of traditional search engines and AI-powered answer engines. According to Similarweb figures, 93.7% of ChatGPT visitors also visited Google, while 14.1% of Google visitors also visited ChatGPT.com.

Experts suggest this overlap represents channel overlap rather than channel replacement. Consumers often use multiple discovery paths, such as asking an AI tool to compare options before performing a branded search on Google or visiting a company website directly.

To maintain visibility, businesses are advised to ensure their brand information is accurate, credible, and easy for generative systems to retrieve. This involves maintaining a consistent digital footprint across various sources, including industry directories, publisher coverage, and traditional search results, to ensure brands are correctly represented when users ask AI assistants for recommendations or background information.