Citi Research Says Google Search Continues to Rule

In a new research report released by Citi, it is clear that Google Search is not going anywhere—at least, not yet. 

While ChatGPT and other AI-powered assistants have gained traction and captured headlines over the past year, Citi’s latest findings show that Google Search remains the central hub for most users’ online behavior. 

The report, led by Citi Research analysts and spearheaded by Ronald Josey, paints a detailed report of how Americans are using search in 2025.  

AI is exploding across industries, from productivity to content creation to search. 

Many observers are asking: Will tools like ChatGPT, Gemini or Perplexity AI overtake traditional search engines?

Why Does Google Search Remain the Default for Most Users?

The Citi study found that 85% of respondents still consider Google their core search engine and 72% said they go to Google first when they need to look something up. 

That is an overwhelming majority and, frankly, no surprise for anyone still working in SEO or digital marketing. Google remains the gateway to the internet for billions.

What is interesting, though, is how age plays a role in user preferences:

• Among users aged 41–55, 88% they rely on Google as their primary search engine.
• For younger users, aged 14–24, the number dips slightly to 83%.

Yes, Gen Z is more open to alternatives but not dramatically so. Google still wins by a wide margin, even among digital natives.

Are AI Tools Like ChatGPT Replacing Google for Research?

While Google dominates commercial and navigational queries, think “buy headphones” or “best flights to Chicago”—AI-powered tools are carving out their own territory. 

According to the Citi report, platforms like ChatGPT are used more for research than for purchases. 

So what does that look like in real life?

If you are a student asking, “Explain quantum entanglement in simple terms” then ChatGPT is ranking. If you are a curious reader wondering, “What are the main themes in Macbeth?”again, AI delivers fast, digestible answers.

But if you are looking to buy a product, compare prices or book a trip? You are likely heading back to Google.

This dichotomy highlights a key trend: AI tools supplement traditional search but they don’t replace it (at least not yet).

How Is Google Expanding Into Shopping and Travel?

Citi’s analysis did not stop at core search behavior. It also looked at how Google’s broader ecosystem is growing. Features like Google Shopping and Google Travel are increasingly popular, which make Google more than just a search engine. .

Think of Google not as a static tool but as an ever-evolving hub. Shopping, flights, restaurant reservations, product reviews will all be in one place. And users are taking notice. 

This expansion is key to Alphabet’s financial health. 

In fact, Citi reiterated a “Buy” rating and a $203 target price for Alphabet shares (GOOGL), citing rising usage of Google’s non-core features and a healthy advertising environment. At the time of the report, the stock was trading at $177.18. 

With Q2 earnings expected to be strong, Google’s diversified digital portfolio looks more secure than ever.

What Does Glenn Gabe Say About AI and Google SEO?

Industry veteran Glenn Gabe also weighed in on the situation via X. He warned that websites focusing only on AI traffic risk damaging their Google visibility.

New study from Citi: Google Search is standing its ground for now against ChatGPT

Citi polled 2,400 Google Search users in the U.S. and found that the search engine “remains core to most users’ Internet usage.” The same conclusion held true across all age groups, Citi said.… pic.twitter.com/V9p2Kv4P4x

— Glenn Gabe (@glenngabe) July 11, 2025

His key point? AI Overviews and AI Mode like Google’s new AI-powered search experiences still rely on Google’s core quality systems. That means ranking in these new AI layers is influenced by the same factors as traditional search.

“Sites that drop in quality could lose visibility not only in traditional search but also in AI Overviews,” Gabe noted. “Don’t ignore Google—it’s still the major traffic driver for most sites.”

In short, if your content is not optimized for Google Search, it probably won’t perform well in AI search either. Quality content, clear structure and trust signals still matter.

Are Younger Users Abandoning Google for Alternative Platforms?

While Google remains dominant, there is a quiet shift happening with younger users. Gen Z is experimenting with non-traditional search channels, including: 

• ChatGPT and Gemini
• Instagram and TikTok
• Facebook search
• Reddit and forums

Image sourced from Forbes Advisory

For product discovery, visual learning or real-time feedback, these platforms offer something Google can not quite match: community and context.

That is why platforms like TikTok are doubling down on in-app search and why Reddit continues to rank highly for experience-based queries (e.g., “Best VPN Reddit 2025”).

Still, these platforms are not yet replacements for Google. They serve different intent categories and often send users back to Google for final verification or transactions.

Commercial vs. Research: The Battle Lines Are Drawn

Citi’s study revealed a clear distinction between research and commercial use cases:

This division shows that AI is playing a supporting role for now. But as AI platforms improve their integration with e-commerce, product discovery and contextual search, that balance may shift.

What Should SEOs and Businesses Learn from the Citi Report?

The findings of this report are clear but the response is up to you. Here is what we at Stan Ventures suggest:

• Double down on Google optimization. 

Traditional search is still the biggest channel. Keep investing in E-E-A-T (Expertise, Experience, Authoritativeness, Trust) and technical SEO.

• Start experimenting with AI visibility. 

Understand how your content appears in AI Overviews and conversational AI platforms. Use structured data, clear summaries, and high-quality media.

• Engage younger users where they are.

If you are targeting Gen Z, look beyond search engines. Explore content strategies on TikTok, Instagram and community forums.

• Don’t panic but don’t sit still either. 

Google’s lead is solid, but search habits are changing. Diversify your approach while maintaining a strong search foundation.

Is Google Search Still the Leader in the AI Era?

Yes, AI is reshaping search. And yes, ChatGPT has made huge strides in how we discover and understand information. 

According to the most recent data, Google remains the backbone of the internet for most people especially when it comes to actions that matter, like buying, booking and deciding. 

Alphabet’s financials are strong. Its user base is loyal. And its AI integration through tools like AI Overviews and Gemini is far from stagnant.

Dileep Thekkethil

Author

Dileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.