A new study from Graphite.io suggests AI assistants are rapidly reshaping search behaviour. Platforms such as ChatGPT, Gemini, Perplexity, Grok, and Claude now account for 56% of global search volume and 34% of U.S. search activity.

The scale is significant: AI platforms generate around 45 billion monthly sessions worldwide, including 5.4 billion in the US alone. Most usage happens inside mobile apps –  83% globally and 75% in the US ChatGPT dominates the category, representing 89% of global AI sessions.

When isolating search-style queries, AI already accounts for 28% of global search activity.

Why it matters for UAE marketers: In a mobile-first market like the UAE, this shift is accelerating. Search strategy can no longer focus only on Google rankings. Brands need content that surfaces across AI assistants, where discovery increasingly begins.