New research from YouGov shows that AI is part of Australians’ regular online searches, with more than 70% using the tool. However, only 16% say it is their main starting point.
YouGov’s new report ‘How AI will change online search in 2026’ reveals that 36% of Australian online searchers use an AI assistant to initiate at least one new search every day.
When it comes to online search, the report data suggests that while traditional search engines remain dominant, AI assistants are becoming more established as part of the information discovery and evaluation process. This is especially true for younger generations, with nearly six in 10 Gen Z Australians and nearly 50% of Millennials using an AI assistant to initiate at least one new search query per day, compared to 14% of Baby Boomers.
While only 16% of Australians say they use AI as their main starting point, the data shows that AI is now part of the overall search process, complementing traditional search engines, not replacing them. AI assistants are most often used in conjunction with other information sources (43%), with a quarter saying they use them after search engines or other information sources.
According to the report, the use of AI is on the rise, with 60% of Australia’s existing AI users now using an AI assistant more than a year ago, and more than half admitting they expect their use to increase further in the year ahead.
Nevertheless, the report’s data shows trust is a hurdle, with just 39% of Australian online searchers saying they trust the information provided by AI assistants, which is lower than traditional search engines and maps. Less than half (49%) of AI users themselves say they trust information from AI.
The report also revealed how Australians are using AI for search. The most common use is to get a direct answer to a question (50%), followed by summarizing information (37%), validating information from other sources (35%), and comparing options (35%).
Search journeys usually don’t end with AI, with only 15% of people reporting that they often stop searching after receiving an AI-generated answer. The study also revealed that a third of people clicked on a link provided by AI, and 26% compared information with other websites before making a decision.
The YouGov report reveals that while AI assistants are becoming an increasingly common part of online information discovery, consumer search behavior is complex and AI information is not the end point of consumer searches. Especially for brands, authenticity is an important piece of the puzzle, along with discoverability.
