The Growth of AI-Assisted Search

Posted by: David Hall

Search engine experts keep talking about the increasing use of AI-assisted searches by the public. In the research department of the dental side of our business, we noticed people using AI tools to help them find dentists beginning in March of this year. And it keeps growing.

At Infinity Business Web, what we are watching the most closely is how the availability of AI tools is affecting consumer behavior. People are learning that they can streamline their research process by simply asking ChatGPT, for example, which landscape company is the best, which dentist is the most accommodating of their autistic child, or any other questions that might affect their purchase decision.

A June 2025 survey by Rater8 found that 32% of respondents reported increasing their use of AI tools to help them find a doctor. Here is a chart of the results of their survey. Note that their question is how their research has changed. Only 27% reported that their research hasn’t changed.

Also, please note that they are only asking if they changed in their use of any of these tools. Someone who experimented using ChatGPT once to help their search would answer “yes” even though they ended up reverting to old-fashioned search to make their final decision.

Here is a chart quantifying this change in search behavior in the public, starting in January 2025.

We are implementing what we are learning about these AI engines and consumer behavior as we launch a new service that targets these searches.