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AI Will Dominate Search—Just Not in 2026
Growing AI Usage Will Revolutionize Discovery, but Search Engines Aren’t Going Anywhere
AI will bring vast change to how people discover brands and products online—but it’s not going to replace search. Instead, discovery via AI will soon just be part of search. This report maps the coming shift in discovery—including why and when search engines and generative AI engines will merge—and shows marketers and agencies how to plan for what comes next.
Key Question: How is AI changing the way people discover brands and products?
Key Stat: While generative AI engines will revolutionize search and discovery, today these tools account for just 3.3% of online discovery time in the US, per August 2025 Comscore data analyzed by EMARKETER.
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authors
Nate Elliott
Contributors
- Rahul Chadha
- Director, Report Editing
- Eleni Digalaki
- Chris Keating
- Kyndall Krist
- Senior Copy Editor
- Penelope Lin
- Director, Data Visualization
- Paul Verna
- VP, Content
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