Although we expect AI to take over more and more of the share of everyday research, a recent survey from Search Engine Land shows that discovery is still pretty fragmented.

Let’s start with these three nuggets:

• 45% of consumers start research on a traditional search engine.
• 15% use AI tools.
• 14% use review sites.

As for social:

• 45% use it to find reviews.
• 48% use it for local recommendations.
• 47% use it for how-to guidance.

And what about AI specifically?

• 54% use it for research.
• 48% for creative ideas.
• 43% for analysis.

So, dear marketers, you won’t be getting a summary from us on this one. There are too many ways to interpret such data. But stare at it long enough and patterns will emerge that will help you in your next budget allocation meetings.