As artificial intelligence tools like ChatGPT continue to shape headlines and shift digital conversations, new data suggests that traditional search engines, particularly Google, are not only surviving – but thriving.
A report from Datos and SparkToro analysing Q1 2025 desktop search behaviour shows that users across the United States, Europe, and the United Kingdom are still favouring traditional search engines by a considerable margin.
In the U.S., 10.55% of desktop web activity came via traditional search engines, compared to just 0.55% from AI-powered tools. The trend was similar in the EU and UK, where 10.25% of users opted for traditional search, while AI accounted for 0.71%.
Despite loud predictions that artificial intelligence would soon render Google obsolete, the real picture tells a story of evolution, not extinction.
Search Is Changing – But Not Disappearing
While traditional search remains dominant, how users interact with it is subtly but significantly changing.
Clicks to organic search results are down. In March 2025, 40.3% of Google searchers in the United States clicked on an organic result – down from 44.2% in March 2024. The EU and UK show a similar decline, dropping from 47.1% to 43.5% year-on-year.
At the same time, zero-click searches – where users get what they need without clicking through to a website – are on the rise. In the U.S., these jumped from 24.4% in March 2024 to 27.2% in March 2025. The EU and the United Kingdom followed closely behind, increasing from 23.6% to 26.1%.
So while people are searching more, they’re clicking less. The behaviour shift reflects Google’s increasing ability to surface answers directly within its ecosystem – often via features like knowledge panels, featured snippets, or instant previews.
Google’s Walled Garden Grows
Another key trend is the rise of internal clicks – where users remain within Google’s own ecosystem.
In the U.S., 14.3% of Google searches in March 2025 resulted in clicks on Google-owned properties such as YouTube or Maps, up from 12.1% the year before. The EU and UK saw a similar increase, from 11.6% to 12.6%.
This shift underscores Google’s growing power not just as a search engine, but as a complete digital environment. By retaining users within its own ecosystem, Google controls more of the user journey – from discovery to destination.
YouTube: The Undisputed Champion
Whether users are searching traditionally or through Artificial Intelligence tools, YouTube has emerged as the clear winner.
In all major markets covered – U.S., EU, and UK – YouTube is now the top destination for traditional search traffic. It also ranks as the second-most visited domain from AI-powered tools.
As visual and video content becomes more dominant, YouTube’s dual presence in both traditional and AI search spaces makes it a key battleground for digital visibility.
AI: Disruptor, Not Destroyer
Despite the growing presence of AI tools, the overarching trend is one of adaptation rather than displacement.
The SparkToro report notes that if the headlines of Google’s death were true, the share of searches and searchers would decline – as would total visits. Neither are true. In fact, Google’s own Q1 2025 earnings confirmed growth in query volumes, now independently validated by Datos.
While AI is making waves – particularly in how people discover and explore brands – traditional search continues to be the mainstay of online navigation. AI hasn’t killed the search engine; it’s simply nudging it in new directions.
Final Word: A Coexistence, Not a Coup
In short, AI tools like ChatGPT may be stealing the spotlight, but traditional search engines are still driving the traffic.
The real story isn’t about who wins or loses – it’s about how both technologies are reshaping how people access information online.
For brands and marketers, the message is clear: don’t abandon SEO just yet. But do prepare for a more complex landscape, where being visible in both traditional and AI-powered environments will be essential.
Search is far from dead. It’s just evolving – and those who adapt will thrive.