Consumer use and attitudes towards AI search tools

Internet search services are fundamental to how we access and consume content on the internet. For most, the gateway to the internet has been traditional search engines, and usually Google Search. However, the availability of Generative AI search tools has increased at pace and they have emerged as an alternative way of navigating the internet. 

Which? has surveyed more than 4,000 consumers to find out who is using these tools, what they are using them for, and how much they are trusted as a means of searching the internet.

Around half of consumers are using AI search tools, with ChatGPT the most popular

Just over half of UK adults (51%) use AI search tools in their personal life to search for products, services, and advice on the internet. Usage was higher among younger people, with 75% of 18 to 34 year olds using AI tools to search the internet, compared to 24% of those aged 65-plus.

Around a quarter (24%) of UK adults, roughly half of those who actually use AI to search, use AI search tools frequently (i.e. daily or a few times a week). Again, frequent use was greater among younger people at 42% and down to 6% for those aged 65-plus. This is still well below the 82% of people who use traditional search engines (eg Google or Bing) frequently.

The most popular AI search tool is ChatGPT, with just under half (47%) of UK adults having ever used it to search the internet. Gemini (22%), CoPilot (21%), and Meta AI (18%) are the next most popular, but are being used less than half as much as Chat GPT for search.

Most used AI search tools

Of those who use ChatGPT, almost two in five (37%) did so exclusively, making it the only AI search tool they use. People who used the other three main AI search tools were more likely to use them in addition to other AI tools. Only around one in ten Gemini, CoPilot and Meta AI users searched exclusively on those platforms (ranging between 9% and 11%), with the remainder using them in conjunction with other tools as well.

Consumers mostly choose AI search tools based on awareness and convenience

The importance of being free to use came through clearly in the survey. For all of the AI tools we asked about, the fact it was free was given as the most common reason for using it in their personal lives.

Beyond that, the relative importance of different reasons for using a tool varied. Almost half (46%) of ChatGPT users told us it was because it was well known, and 37% were simply curious. Of those not using ChatGPT, the most common reason was that they don’t use any AI (40%), but knowledge of the tool is also important with 20% saying they didn’t know enough about it and 15% reporting having never heard of it.

For other tools usage was more likely to be linked to existing behaviour or the use of other products. 34% of CoPilot users said they took up using it in their personal life because they had used it at work, while 27% of Gemini users and 26% of Meta AI users said it was the default option on an app they were using.

For none of the tools was the quality of search results a top reason for choosing to use the tool, and there was relatively little variation in the proportion of people who said this across tools. 29% of people using Deepseek and 28% of those using ChatGPT said quality mattered and this fell to 19% for Meta AI and 20% for CoPilot with the rest of the tools in between.

Reasons for choosing an AI search tool

AI search tools are most frequently used for general search and advice

Around half of people who use AI search in their personal life do so to seek knowledge or advice on subjects (55%) and for general information (48%). The next most popular reason to use AI search tools is to research health/wellbeing information and to help draft writing such as emails or CVs (35% and 32% respectively).

What AI search tools are used for

“I use them mostly for advice, work ideas or rewording messages. I also use the image function.”

“It is very handy in finding the cheapest price for anything I wish to buy however I would not ask it any advise on any other subject”

- AI Search Users

However, so far people only report placing more reliance on AI than traditional search for content drafting purposes and for finance/money management. For all other types of decisions based on searches (e.g. seeking general information or advice), people still use traditional search engines more or an equal amount to help them make decisions.

It is not uncommon for people to use AI instead of seeking professional advice

Some AI users told us they use results from AI search tools instead of seeking professional advice, with healthcare the most common setting where people substitute professional advice with that from an AI search tool. Around one in five (19%) said that they often or always use AI search tools as a substitute for advice from a healthcare professional, while 17% and 13% said they often or always use AI search as a substitute for advice from finance or legal professionals respectively.

Replacing professional advice with AI

Using AI search tools instead of seeking professional advice was more common among younger consumers. Nearly a third (30%) of 18 to 34 year olds told us they often or always use AI instead of seeking advice from a healthcare professional, 28% did so instead of professional financial advice and 22% instead of professional legal advice.

Around half of AI users have reasonable trust in AI search tools

When asked about trust in AI search tools generally, just under half (47%) of users told us they trust the results to either a reasonable or great extent, with a further third (35%) trusting them to some extent. Only 15% claimed to have little or no trust in AI search tools. Levels of trust were higher among frequent users, of whom 64% said they trust AI search tools to a reasonable or great extent compared to 31% of less frequent users.

“I use AI tools daily. I find them incredibly useful. That doesn't mean I trust their output implicitly.”  

- AI Search User

When asked about each specific AI search tool, trust levels were comparable among users of the three most popular AI search tools, with between 70 and 72% of ChatGPT, Gemini and CoPilot users trusting them a fair amount or a lot. However, trust in Meta AI was lower, with 60% of users trusting it a fair amount or a lot.

Trust levels of popular AI search tools

Less than a third (30%) of AI users thought AI search tools were independent or unbiased to a reasonable or great extent. In fact, more than half (55%) thought that AI search tools were either not unbiased to any extent at all or only unbiased to some extent, indicating a level of scepticism among users. Notably however, 14% of users told us they did not know whether AI search tools were independent or unbiased.

“I just don't trust the answers, and it's better to search directly from trusted sources.”

- Non-user of AI Search tools

Frequent AI users are more diligent about how they use AI search tools

There is some evidence to suggest people take additional steps to improve the accuracy of AI search results. More than half (55%) of AI search users ask follow up questions to a great or reasonable extent to improve the quality of their results. This was more common among frequent users, with nearly three quarters (73%) asking follow up questions, compared to 39% of less frequent users.

Some people cross-reference results from one AI search tool with another AI search tool. Around a quarter (23%) of AI search users often or always cross-reference their results, with this increasing to 36% among frequent users and just 11% of less frequent users.

“I’m finding it very useful but I do double check results of really important things”

- AI Search User

Which?’s assessment of AI search tools

In addition to this consumer survey, Which? has undertaken an expert assessment of some of the most popular AI search tools to determine the quality and reliability of their results. The results showed that, while they can provide value to consumers, they can also give inaccurate, unclear and risky advice which could prove costly if followed. Further information can be found in our Press Release.

Methodology

Yonder, on behalf of Which?, conducted an online survey of 4,189 nationally representative adults aged 18+ between 10th and 14th September 2025.