The state of AI search report: IDHL’s answer to AI uncertainty

We’ve all heard a prediction from an ‘expert’ about where AI will be tomorrow: what will happen to Google, how AI is changing discovery, which platforms are gaining momentum. These predictions are useful, but we’re more interested in what AI is impacting today.

In response, we’ve created The State of AI Search report, drawing from 1.5 million AI-search engaged sessions across 175 websites, 70 brands and 20 industries.

The report analyses real-world behavioural data to reveal how AI-powered search is shaping discovery, engagement and commercial performance right now. The findings are clear: AI search is no longer just something marketers should keep their eye on. It is becoming a measurable source of traffic and revenue, influencing not just research behaviours but purchase-ready customer journeys.

Here is a first look into what The State of AI Search report has to offer:

AI search is a strategic priority

First thing first, our report gets into the stats to examine the rapid growth of AI-powered discovery and how it compares with traditional acquisition channels. AI search is growing significantly faster than organic search, paid search and direct traffic. Just one example: +500% growth in transactions. We’ll just leave this here. 

It’s no longer a one-platform story

The platform driving this change is no longer limited to ChatGPT. It remains the dominant source AI-search traffic, accounting for 91% of sessions, but Gemini, Copilot, Claude, Perplexity and OpenAI Search are steadily gaining traction. Claude, in particular, is closing the gap with a +1,181% usage increase, and Gemini isn’t far behind. This is creating a more diverse AI ecosystem that means visibility can’t be built around one platform alone. 

Seasonal shifts

As search matures, user behaviour is beginning to mirror patterns associated with traditional search. Retail peaks around Golden Quarter, travel demands building around holiday periods, property search surges after Christmas. All predictable trends we’re used to seeing but with new opportunities for strategy around demand cycles. 

The difference in markets

The report explores the differences between UK and US markets, revealing two regions moving along different adoption curves. While the UK is experiencing faster growth, the US appears to be further along the AI search maturity journey, meaning there is no one-size-fits-all strategy when it comes to AI search. 

Get the full picture

The answers are in the data. 

We don’t want to spoil it for you. To move beyond AI search theory and get exclusive insight into how consumers are using AI platforms, read the report today. It's where you can find the latest data, emerging trends and practical insights to help your brand navigate the future of search.