How AI Tools Are Transforming Information Search: Key Insights for Business Leaders

In today’s fast-paced digital world, businesses are increasingly reliant on AI tools, such as large language models (LLMs), to search for and process information. These tools are becoming an integral part of everyday business operations, helping decision-makers find more relevant and real-time information. As AI adoption accelerates, the impact on traditional search engines is becoming more pronounced.

This article dives into key insights gathered from a survey of 200 respondents, offering a comprehensive look at how different user groups—by age, gender, income, and usage frequency—are embracing AI tools like ChatGPT. Here’s what we found.

Methodology

Our survey, conducted in August 2024, collected data from 200 respondents in the US, aged 18 to 65.

We divided respondents into key groups to better understand how different demographics are interacting with LLM tools compared to traditional search engines.

These groups include Men vs Women, Power Users (using LLM tools at least a few times per week or more) vs Casual Users (using LLM tools a few times per month or less), Income Groups ($30K-$99K vs $100K+), and Age Groups (25-44 vs 45-65).

While these findings provide valuable insights into user behavior and trends, it’s important to note that the sample size of 200 respondents offers trends rather than definitive conclusions.

The insights presented here should be viewed as indicative of broader patterns rather than statistically significant outcomes.

Key Insights: The impact of LLM tools on Search Engine usage

LLM Usage Frequency: How Often Are People Using AI Tools?

The frequency of LLM tool usage provides valuable insights into how quickly these tools are becoming part of users’ daily routines.

• 51% of people earning $100K or more per year are using LLM tools at least a few times per week, including 21% that uses LLM tools on daily basis
• 53% of respondents aged between 25 to 44 year old reported using LLM tools several times per week or more, including 1/5 of them reporting using LLM tools every day
• 48% of men reported using AI at least a few times per week (including 18% using LLM every day), while 32% of women reported using AI at least a few times per week (including 12% using LLM every day)

Impact: Affluent individuals, often key decision-makers, are early adopters of LLM tools. For businesses, it’s critical to ensure that your brand and offerings are well-positioned within AI-driven platforms to be recommended for relevant products or services. The rapid adoption of these tools suggests a need for AI-focused marketing strategies that target high-income consumers who rely on these platforms for information.

Impact on Search Engine Behavior: Are Traditional Search Engines Losing Ground?

Our survey shows that AI tools are beginning to affect how people use traditional search engines.

• 37% of powers users (people using LLM tools at a few times per week) reported using search engines less frequently due to LLM tools.
• 30% of users aged between 25 to 44 year old reported using search engine less, interestingly, 19% of users aged between 45 to 65 year old reported using search engine less.
• While most men and women report no change, more than 1 in 4 men and 1 in 5 women reported using search engines less.
• Over a quarter of respondents earning more $100K per year or more reported using search engine less

Impact: For marketing and business leaders, these shifts signal the need to adapt SEO and SEM strategies to align with AI-driven search behaviors. As AI tools become more trusted for delivering answers, businesses must ensure that their content is visible and discoverable through LLM platforms. This could mean fewer visits to traditional websites and a greater emphasis on getting your brand noticed within the AI ecosystem itself.

LLM and Search Engines: A Mutually Beneficial Relationship, but for how long?

While AI tools are not yet replacing traditional search engines completely, the relationship between LLM tools and search engines is shifting.

Use of LLM tool, then search engine

Use of search engine, then LLM tool

• 54% of power users reported that they sometimes use a LLM tool, only to switch to a search engine for a better answer. 24% reported doing this often.
• The opposite is also true with 61% of power users reported that they sometimes use a search engine, only to switch to a LLM tool for a better answer. 28% reported doing this often.
• 58% of users earning $100K or more reported that they sometimes use a search engine for a particular query, then they would go a LLM tool to refine their search. 16% reported doing that often.
• The generation divide is even stronger. 25% of the respondents aged between 25 to 44 year old reported that they often use a search engine for a particular query, then they would go a LLM tool to refine their search. 48% reported doing that often.

Impact: The fluidity between search engines and LLM tools suggests that users are leveraging the strengths of both. Businesses should consider the type of queries that lead users to switch platforms. For example, users might switch to LLM tools for general, informational queries but revert to search engines when they need specific brand or product information. This emphasizes the importance of optimizing content across both platforms and understanding the different roles each one plays in the customer journey.

Other Insights: Deep Dive into Group-Based Behaviors

Men vs Women: Different degree of adoption and satisfaction

• Satisfaction with LLM Tools: 49% of men report being satisfied with AI tool answers, compared to 31% of women. 5% of men report being dissatisfied with LLM tool answers, compared to 17% of women.
• Purpose of use: both men and women are more likely to use AI tools for information search as the primary reason of using LLM
• Reason of use: 56% of men use LLM tools because they can find their answer faster, however the main reason why women prefers to use LLM tools is because its answers are more comprehensive and detailed
• Future of LLM: 49% of men see themselves using AI tools more in the future, compared to 37% of women.

Impact: For brands, speed and content quality are key reasons why men and women turn to LLM tools. Businesses should ensure that LLM platforms understand and can articulate the benefits of their products or services. The higher satisfaction and usage rates among men indicate that brands targeting this demographic need to focus on being recommended by AI to capture their attention.

Power Users vs Casual Users: The Engagement Divide

• Satisfaction with LLM Tools: 47% of power users report satisfaction with AI tools, compared to only 28% of casual users. 0% of power users reported dissatisfaction with LLM tools, and only 18% of casual users reported dissatisfaction with LLM tools.
• Purpose of Use: Power users primarily use AI tools for information search (80%) and entertainment (59%), similar to casual users but to a lesser degree.
• Reason of use: the majority of power users use LLM tools because they can find its answer faster and because its more comprehensive and detailed.
• Future of LLM: 65% of power users see themselves using AI tools more in the future, compared to 28% for casual users

Impact: As users become more familiar with LLM tools, their satisfaction increases, leading to greater future use. Brands should prioritize engaging with power users on AI platforms, as they are likely to continue increasing their usage. The more people use AI tools, the more they’ll rely on them, meaning businesses need to focus on building trust and visibility within LLM ecosystems.

Income Groups ($30K-$99K vs $100K+): Does Income Affect AI Adoption?

• Satisfaction with LLM Tools: 49% of users earning $100K+ report satisfaction with AI tools, compared to only 44% of mid-range earners. 12% of users earning $100K+ and mid-range earners reported dissatisfaction with LLM tools
• Purpose of Use: Users earning $100K+ primarily use LLM tools for information search (72%) and writing assistance (40%). Mid-range earners are also primarily using LLM tools for information search (57%), but their second most important reason is entertainment (41%)
• Reason of use: the majority of users earning $100K+ use LLM tools because they can find its answer faster and because its more comprehensive and detailed. For mid-range earners, the main reason why they use LLM tools is because it provides more detailed and comprehensive answer
• Future of LLM: 51% of high earners expect to rely more on AI tools in the future, compared to 40% of mid-range earners.

Impact: Higher-income users are typically early adopters of new technologies, including LLM tools. For businesses targeting affluent audiences, it’s critical to develop strategies that leverage LLM tools to maintain visibility. These users are likely to increase their reliance on AI tools in the future, making it essential to establish a strong presence on these platforms now.

Age Groups (25-44 vs 45-65): A Generational Divide

• Satisfaction with LLM Tools: 48% of users aged 25-44 report satisfaction with AI tools, compared to only 33% of users aged 45-65. 9% of users aged 25-44 and 13% of users aged 45-65 reported dissatisfaction with LLM tools
• Purpose of Use: Users aged 25-44 reported using LLM tools for information search (63%) and entertainment (46%). Users aged 45-65 are also primarily using LLM tools for information search (58%) and entertainment (35%)
• Reason of use: the majority of users aged 25-44 use LLM tools because they can find its answer faster and because its more comprehensive and detailed. For users aged 45-65, the main reasons why they use LLM tools is because it provides more detailed and comprehensive answer
• Future of LLM: 47% of users aged 25-44 expect to rely more on LLM tools in the future, compared to 41% of users aged 45-65.

Impact: The younger generation in the workforce is already adopting LLM tools and they report a high degree of satisfaction (nearly 1 in 2 user aged 25-44). Both in a B2B and B2C context, brands will need to adapt to the age of LLM tool. Providing an answer faster is crucial to the younger generation in the workforce.

Conclusion

As AI tools continue to reshape how people search for and consume information, businesses must be proactive in adapting to these shifts. The insights provided by our survey highlight the growing role of AI tools in information search and decision-making, but they also reveal important differences in how various groups interact with these technologies.

In the short to medium term, business leaders will need to focus on creating content strategies that balance both AI optimization and traditional search engines, ensuring visibility across all platforms. As AI tools evolve, the companies that succeed will be the ones that stay ahead of these trends.

How are you adapting to the rise of AI tools in your business? Let us know in the comments.