The state of AI search

Discussions around AI search have focused on what could happen tomorrow. The IDHL State of AI Search report goes beyond theory, using proprietary data to explore how audiences are using AI today and what it means for brands.

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The state of AI search

AI search is no longer an emerging trend. It’s already a measurable source of traffic, transactions and revenue that brands need to understand, track and optimise for.

From platform adoption and market maturity to seasonal demand patterns, the report reveals how people search today, as well as how AI systems find, interpret and recommend information.

1.5m

AI search-engaged sessions

Taken from IDHL’s own dataset to understand real customer behaviour, not assumptions or forecasts.

175

Websites

Insights drawn from diverse digital experiences to reflect broad brand performance, not just single-category trends.

Industries

Wide sector coverage across travel, retail, finance, property, legal and professional services, leaving no stone unturned.

Brands

Spanning across brands based both in the US and UK, highlighting how AI search behaviour varies by audience and region.

tracked platforms

Tracking activity across AI’s most popular platforms, including ChatGPT, Perplexity, Gemini, Claude, OpenAI Search and Copilot.

Real-world AI search data
Go beyond industry speculation and predictions with insights drawn from one of the largest proprietary AI search datasets.
Platform-by-platform insights
Understand how ChatGPT, Copilot, Gemini, Claude, Perplexity and OpenAI are shaping discovery and brand visibility, not just the platform your brand is using.
Emerging consumer behaviours
Explore the reality of using AI to research and make purchasing decisions, and how these evolving behaviours are creating new opportunities to influence consideration.

Sector and market trends
Understand how AI search adoption varies across industries and seasons, helping you identify where change is happening the fastest.
Actionable brand recommendations
Move from insight to action with practical steps brands can make today to improve visibility and strengthen authority.
Future-proof search strategies
Learn how to evolve your SEO, content and digital marketing strategies to remain competitive as AI becomes a mainstream part of the customer journey.

AI search has moved from experimentation to commercial reality

Consumers are already being influenced on how to research, compare and buy, with data analysis across 1.5 million AI search-engaged sessions revealing that AI-driven discovery is becoming a meaningful source of commercial value. The numbers don’t lie: +500% transactions, +312% revenue from AI visitors YoY.

We’re seeing platform dominance change

ChatGPT might account for 91% of AI-search traffic today, but the AI landscape is diversifying. Gemini, Claude, Copilot and OpenAI Search are gaining ground rapidly, with OpenAI taking the fastest-growing lead with a +17,000% YoY growth lift.

AI search is becoming seasonal

As AI search matures, user behaviour is beginning to reflect familiar patterns seen in traditional search. Seasonal peaks are emerging across industries including retail, travel and property, reflecting shifts in consumer demand throughout the year.

A sneak peek: AI searches for travel nearly tripled at 168% during peak moments around December and May, while sectors like home and garden saw an uptick of +41% in the run up to summer.

Two markets moving at different speeds

AI search is a different ballgame in the US. The UK is seeing faster acceleration, with +413% year-on-year growth in AI search engagement. But the US market is showing signs of more mature AI search.

Tom Walkden, Media Strategy Director, IDHL

"For now, ChatGPT Ads should be viewed with curiosity rather than certainty. But marketers should be paying attention. Early signs suggest AI-led discovery could influence how budgets are planned, how audiences are reached and how brands think about visibility before the click."

Make sense of the state of AI

There’s no shortage of opinions about AI search. This report gives you something more valuable: evidence. Download the full report to explore exclusive data, industry benchmarks, expert analysis and practical recommendations from IDHL's AI search specialists.

Download the report