As ChatGPT and different generative AI instruments proceed to speed up in recognition, one query looms massive for entrepreneurs: Is ChatGPT changing Google Search?
To discover this query, we analyzed how folks interacted with Google Search after their first ChatGPT interplay.
Our findings revealed an fascinating sample: ChatGPT adoption isn’t reducing Google utilization—it’s increasing the way in which folks search.
Two Hypotheses: Substitution vs. Enlargement
The examine was deliberate to substantiate one in every of two theories that might clarify what’s taking place now:
- Substitution Speculation: ChatGPT adoption pulls customers away from Google Search. Folks “substitute” ChatGPT for the way they beforehand used Google.
- Enlargement Speculation: ChatGPT adoption doesn’t scale back Google utilization. In different phrases, it merely expands total information-seeking habits.
Methodology
We analyzed 260 billion rows of clickstream information between January 2024 and June 2025 to review the Google Search habits of usersbefore and after their first interplay with ChatGPT.
Word: This clickstream information set relies on an anonymized pattern of distinctive customers (panelists) who opted in to share their looking habits. This technique lets us perceive on-line tendencies at scale—whereas maintaining particular person privateness totally protected.
To grasp if (and the way a lot) Google Search exercise modified after folks began utilizing ChatGPT, we monitored the variety of search periods from every person three months earlier than and after their first ChatGPT session.
- Examine group: U.S. customers who started utilizing ChatGPT in Q1 2025, with no prior ChatGPT exercise in 2024.
- Management group: Customers who by no means used ChatGPT throughout 2024–2025. This was our baseline for understanding how Google utilization would possibly change naturally over time (with out ChatGPT adoption).
- Platform & location: Desktop units within the U.S. solely, permitting for constant session monitoring.
- What was measured: Google Search periods 90 days pre- and post-ChatGPT adoption.
This method helped us assess whether or not ChatGPT adoption results in a change in conventional search habits, or whether or not it corresponds with secure and even rising search exercise.
Whole Search Conduct Expands with ChatGPT Utilization
Primarily based on the information, ChatGPT adoption didn’t scale back Google Search utilization.
This helps the enlargement hypotheses, which means folks didn’t substitute their typical Googling with ChatGPT-ing.
The truth is, there was even a slight improve in common Google Search utilization after ChatGPT adoption.
Google Search Holds Regular
The graphs beneath illustrate every cohort from the examine: those that adopted ChatGPT in January, February, or March of 2025.
The pink spike signifies the day of the primary ChatGPT session, and the road signifies each day periods afterwards.
The blue strains signify periods on Google (earlier than and after the date of ChatGPT adoption).
January 2025 Cohort
February 2025 Cohort
March 2025 Cohort
This reveals no statistically vital change in each day Google Search periods as soon as folks begin utilizing ChatGPT for the primary time.
This sample of regular Google Search utilization additionally held for:
- New ChatGPT customers (Q1 2025)
- Lengthy-term ChatGPT customers (from January 2024, tracked over 500+ days)
- Customers who by no means used ChatGPT (management group)
Even regardless of sustained ChatGPT utilization after adoption, Google Search utilization remained fixed.
January 2024 Cohort
These conclusions have been additionally true for an extended cohort: those that began utilizing ChatGPT in January 2024.
For this cohort, we tracked their habits for 500 days and noticed an identical sample of sustained Google utilization, together with secure ChatGPT utilization after adoption.
And to substantiate that there was no pure variation in Google Search habits over the identical time interval, we appeared on the management group (individuals who had no ChatGPT periods in 2024 or 2025).
This confirms that Google Search habits additionally remained secure for many who by no means used ChatGPT.
What This Means for Advertising and marketing Leaders
It’s nonetheless early, however this examine helps the Enlargement Speculation: ChatGPT is not changing conventional search. But it surely’s increasing the way in which folks search info.
For CMOs, the implications are sensible and quick:
- Google is just not getting overtaken by ChatGPT. You possibly can spend money on each conventional search engine optimisation and GEO / AI search engine optimisation with out concern of 1 cannibalizing the opposite.
- Buyer journeys have gotten multi-modal. Customers settle for each ChatGPT and Google, probably switching between them relying on intent and context.
- Generative AI provides new actual property. It’s not changing previous search instruments—it’s increasing on-line exploration and creating extra methods to achieve folks with info.
So, What Ought to CMOs Do Subsequent?
- Maintain investing in search engine optimisation. Google Search stays a pillar of digital habits, regardless of ChatGPT and AI Overviews.
- Add AI search engine optimisation to your content material technique. Advertising and marketing efforts for ChatGPT and different AI engines ought to complement, not substitute, your conventional search engine optimisation efforts.
- Monitor channel combine quarterly. Benchmark AI adoption in your particular market. Totally different audiences undertake ChatGPT and AI engines at totally different charges. It might be extra vital in your trade.
The longer term isn’t zero-sum. Search isn’t dying, and ChatGPT isn’t changing Google.
They’re coexisting and giving entrepreneurs extra instruments to attach with clients.
