More consumers are now turning to AI tools — not Google — as their first stop for information. This shift is fueled by growing dissatisfaction with traditional search and rising expectations that AI will take on a much bigger role this year, according to a new report from Eight Oh Two, an SEO and PPC marketing agency. Why we care. AI isn’t replacing search outright, but it is transforming where the search journey starts, how people discover brands, and which choices they seriously consider. A blended path is emerging: AI provides the initial answer, and traditional search is used to verify or expand on it. Brands must now present a consistent story in both places or risk losing credibility when users compare results. As AI becomes the default starting point, visibility, trust, and clear messaging will become even more critical. AI as the first step. The study found that over one-third of consumers (37%) now begin their information hunts with AI tools instead of conventional search engines. Rather than scrolling through ads and long lists of blue links, people want a single, straightforward answer they can use immediately. Respondents repeatedly characterized AI as: Faster. Easier to understand. Less cluttered. Fatigue with traditional search is real. AI wins when users want speed, simplicity, and a break from the noise. Many are using AI to avoid what search results pages have turned into. Their biggest complaints about traditional search? Having to click through too many links (40%) Too many ads and sponsored listings (37%) Struggling to get a direct answer (33%) Repetitive or low-quality content (28%) AI-generated answers are earning confidence. Six in ten respondents (60%) said AI provides better, clearer responses than traditional search, while only 6%…