New research from OpenAI sheds light on the future of AI-powered search technology. The findings show that the way people search for information is fundamentally changing, with far-reaching consequences for marketers and SEO professionals.

ChatGPT as a search engine

The research reveals that ChatGPT is increasingly being used as a primary search tool. Users prefer AI-powered search experiences over traditional search engines for a growing number of queries. ChatGPT's conversational approach offers users direct, contextual answers instead of a list of links.

Mass adoption expected around mid-2026

OpenAI expects that mass adoption of AI search will reach a tipping point around mid-2026. At that point, a significant portion of all search queries will be conducted through AI-powered platforms. This has enormous implications for:

  • SEO strategies — Traditional search optimization must be supplemented with AI optimization
  • Content marketing — Content must be optimized for both traditional and AI search results
  • Advertising models — New ad formats for AI search platforms will emerge
  • Web traffic — The distribution of traffic between organic, paid, and AI-referred will shift

Personalization and intelligence in search

One of the most notable findings is the increasing role of personalization in AI search. AI search engines learn the preferences, context, and needs of individual users, enabling them to deliver increasingly relevant results. This makes the search experience more intelligent and personal than ever before.

OpenAI's response

"We see that users increasingly rely on AI for their daily information needs. The shift from traditional search to conversational search is not a matter of if, but when. Our research suggests that this tipping point is approaching faster than many people expect." — OpenAI Spokesperson

For marketers, the message is clear: those who don't invest now in understanding and optimizing for AI-powered search platforms risk falling behind when mass adoption becomes reality. It's time to take AI search seriously as part of your digital strategy.