AI-powered search tools are reshaping the digital landscape, significantly increasing traffic to websites. In June 2025, Microsoft reported a 357% year-on-year rise in AI referrals to leading websites, totaling 1.13 billion visits. This surge in traffic is tracked through Bing, which supports various services, including Microsoft Copilot and Microsoft Start. These AI tools are now handling billions of queries each month, shifting user behavior from scrolling through extensive lists of links to reading concise answers generated by algorithms that synthesize information from numerous sources.
A recent study by McKinsey highlights the rapid adoption of this behavior, revealing that half of consumers intentionally use AI-powered search. Approximately 50% of Google searches already incorporate AI-generated summaries, a figure expected to exceed 75% by 2028. This evolving landscape poses challenges for traditional search engine optimization (SEO) strategies, as brands unprepared for this shift could experience a decline in traffic from conventional search methods by 20% to 50%. AI tools frequently provide answers before users even click on a link, fundamentally altering the dynamics of online visibility.
With the growing influence of AI in search, McKinsey anticipates a substantial financial impact, projecting that $750 billion in U.S. consumer spending will flow through AI-powered search by 2028. Users are increasingly leveraging AI across the entire buying cycle, from initial research to final decisions, reducing the need to visit multiple websites. Notably, the content that AI systems utilize often extends beyond brand websites, with a brand’s own site typically contributing just 5% to 10% of the sources used in AI-generated answers. This disparity explains why established brands may not always appear in AI responses, as visibility in AI searches does not directly correlate with market share or historical SEO performance.
In the UK, adults are now spending an average of 4.5 hours online each day, a ten-minute increase from the previous year, according to Ofcom’s latest Online Nation report. Women spend an average of 4 hours and 43 minutes online daily, which is 26 minutes longer than men. Most of this time is spent on smartphones, as adults utilize an average of 41 apps each month. Google Search remains the dominant service in the UK, used by 82% of adults and processing 3 billion searches monthly. However, the nature of search results is transforming, with around 30% of searches now featuring AI overviews. More than half of adults report seeing these summaries frequently, often without specifically requesting them, as they appear at the top of the search results in a conversational style, synthesizing information from various sources.
Furthermore, the direct use of generative AI tools is on the rise. ChatGPT, for instance, recorded an astonishing 1.8 billion visits in the UK during the first eight months of 2025, a stark increase from 368 million visits in the same period the previous year. This trend indicates that many users prefer initiating their inquiries through an AI chat interface rather than traditional search engines.
According to Ofcom’s report, services owned by Alphabet and Meta now consume half of all online time in the UK. This concentration means that any alterations these companies make to search or content delivery have the potential to impact a significant portion of the population. YouTube, a subsidiary of Alphabet, is utilized by 94% of adults, averaging 51 minutes of daily engagement outside of television viewing. Similarly, Facebook and Messenger, both owned by Meta, are used by 93% of adults, with 90% accessing WhatsApp. The extensive reach of these platforms ensures that AI features can achieve immediate scale, influencing what users encounter online.
As AI continues to redefine search behavior and user engagement, companies must adapt their strategies to maintain visibility and relevance in a rapidly changing digital ecosystem. The ongoing evolution of AI in search is not just a technological shift but a fundamental transformation in how information is accessed and consumed, with profound implications for businesses and consumers alike.
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