Survey highlights users increasingly trusting AI

Luke Meredith

A new survey from Japan suggests that the way people look for information on the internet is changing quickly, as more people turn to artificial intelligence (AI) instead of traditional search engines.

The study, carried out by the Tokyo-based company Seed, asked 1,500 people across the country about how they search online.

The results show that some people who started using AI tools barely use search engines anymore. While only 6% said they had almost stopped using search engines, the number rose to 44.2% when including people who said they now use them “significantly” or “somewhat” less.

Many also said they visit fewer websites than before, with 30.5% reporting a drop in how often they click through to individual pages.

One major reason for this shift is Google’s “AI Overview”, which was introduced in 2024. When users type a question, Google now shows an AI generated summary at the top of the page. Nearly half of the people surveyed, 48.8%, said they often rely on this summary alone and do not click on any links. This behaviour is known as “zero click” searching.

The survey also found that trust in AI is high. About 60.6% of respondents said they find AI answers either “very” or “somewhat” trustworthy. Many said they prefer quick and simple explanations, even if the answer is not perfect.

When asked how they expect to search for information in the future, 45% said they would still use search engines. 38% said they would use AI either all the time or depending on the situation. This suggests that AI will continue to play a major role in how people find information.

Experts say this shift could have a big impact on website owners. For years, companies have focused on search engine optimisation (SEO) to get more clicks. But as more people rely on AI SEO optimisation instead of visiting websites, this strategy may no longer be enough.

Want expert SEO to help your business grow in 2026? Book a call with a member of the Engage Web team for the New Year to discuss your online strategy.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.