AI Chatbots Capture 5.6% of Desktop Search Traffic, Signaling Shift in User Behavior

AI-Powered Chatbots Capture 5.6% of Desktop Browser-Based Search Traffic | PYMNTS.com

By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions. The share of those searches in the United States that went to chatbots rather than traditional search engines reached 5.6% in June, up from 2.48% in June 2024 and 1.3% in January 2024, The Wall Street Journal (WSJ) reported Tuesday (July 22), citing data from Datos, a Semrush company. These numbers do not include search traffic from mobile browsers and apps, according to the report. The share is higher among early adopters of AI-powered chatbots, the report said. Among the consumers who were already using these chatbots when Datos began tracking their behavior in April 2024, the share of desktop searches that went to AI reached 40% in June, up from 24% a year earlier. Datos CEO and co-founder Eli Goodman told the WSJ that this growth marks a change that could be as significant as the introduction of Google's web browser and the first social media platforms. This development has sparked the creation of AI-optimization startups that aim to help brands have their names show up in AI searches, according to the report. It has also created an opportunity to include advertising in AI search replies, something Perplexity is experimenting with, per the report. Perplexity launched an AI-powered web browser called Comet on July 9, saying the browser lets users answer questions and carry out tasks and research from a single interface. "Comet transforms entire browsing sessions into single, seamless interactions, collapsing complex workflows into fluid conversations," Perplexity said in a blog post announcing the launch of its browser. The company said in a November blog post that it was experimenting with advertising that would appear as sponsored follow-up questions and paid media alongside answers. PYMNTS reported Wednesday (July 16) that the rise of generative AI is fundamentally changing how people find information online because it delivers direct answers rather than surfacing website links. "[Small- to medium-sized businesses (SMBs)] can't just rely on ranking for search terms anymore," Joy Youell, owner of Winsome Marketing, told PYMNTS. "They'll need to focus on visibility inside generative AI platforms -- whether that's structured data, verified listings, or integrations through plugins, APIs or partnerships."

Desktop Search Traffic Sees 5.6% Surge in AI Chatbot Usage

Another thing is that they sound more human. You can type questions as if you're talking to a person, and the chatbot responds in a clear, conversational manner. It makes information easier to get, even if you're not an expert at researching. The increase in AI chatbot Usage reflects a shift in how users prefer to interact with digital tools. Additionally, AI tools often provide real-time information, assist with coding, check , and explain complex concepts. You get so much more in one place than you do with normal search results. Currently, ChatGPT and are significant players that are changing our habits. ChatGPT can engage in whole conversations with you, write well-structured content, and answer additional questions after the initial one. Perplexity combines a chatbot with live internet access to find the newest, most relevant info. Another thing it does is it shows where its information came from, which is great for research. The fact that people are using them so much indicates that they are trusting AI to provide accurate and reliable information. Now, 5.6% of the search traffic might not seem like much, but it's growing quickly. If this trend continues, it could significantly alter how search engines operate. According to analysts, Desktop Search trends 2025 indicate rising demand for intelligent, voice-assisted query solutions. Search engines, such as Google, are already adapting by launching their own AI helpers, similar to Gemini. Microsoft is also putting AI tools into its Bing search engine. They want to keep people from switching to chatbots.