This report examines evolving AI and search behaviours across five nations, highlighting cross-market trends to guide your SEO and GEO strategy.
The search landscape has changed exponentially over the last 12-18 months, with the user journey transformed when researching and consuming information, and purchasing products.
But how does this differ from country to country, and do different nations use AI – and other channels – differently? In this report, we’ve deep-dived into AI usage across the UK, USA, France, Germany and Australia to understand search behaviour; and analysed trends to understand common themes that can be worked into a brand’s organic and LLM search strategy.
According to YouGov’s UK research, two-thirds of Brits look up information online everyday – more so than any other nation in this report – with 43% of Gen Z and 40% of Millennials doing so six or more times a day.
Traditional search engines are still the main source for finding information, with 85% of Brits who have access to the internet using one over the last 30 days. However, other channels have grown in popularity, with maps and news apps in joint second place (39%), followed by video platforms (32%), AI assistants (31%), and online communities or forums (20%).
Gen Z and Millennials are more likely to use a wider variety of platforms for conducting their research. Millennials favour AI assistants the most, at 42%, with Gen Z preferring social media (49%) and online communities, such as Reddit (37%).
Gen X and Baby Boomers use traditional search engines, maps and news websites far more than anyone else, but their usage drops off beyond these.
Traditional search engines are seen as much more trustworthy than AI assistants, which is a challenge that still needs overcoming – especially as most AI users are aware LLMs can hallucinate and provide the wrong answers.
Search engines are still the number one source for every task, but second favourite sources change:
60% of Brits use their smartphones to search for information, which rises to 71% and 70% for Gen Z and Millennials. Smartphones are favoured by everyone, but of course, these drop off for Baby Boomers, at 42%.
58% of online Brits will sometimes start their search journey with an AI assistant, whereas 35% said they never would. Overall, 17% use an LLM daily – and this increases substantially amongst Gen Z (25%) and Millennials (23%), but drops for Boomers (9%).
Despite this, the UK sits towards the lower end of global AI search adoption, with India, Indonesia and the UAE in top place at 89%, and other European countries like Switzerland (72%), Spain (76%), Poland, and Italy (72%) all much higher.
71% of Brits who use AI say they’ve increased their usage over the last year – more than any other nation we reviewed – while just 5% say they’ve reduced it. Nearly half say they’ll use it even more in 2027, and 59% of non-AI users don’t expect to start. That being said, more than one in 10 people who don’t currently use AI, want to start trying, showing that while there is a lot of hesitance, as a whole, Brits are becoming more curious about AI.
Over half of AI searchers (54%) use AI to directly answer a question, followed by summarising (34%) or verifying information from elsewhere (29%) – with it least likely to be used for deciding what to search for next, or to help with recommendations or planning.
AI is rarely used as the starting point for a search (15%), and is instead, used alongside other sources to get a well-rounded view, and verify information (57%). Once that search has been made on an LLM, 22% will click through to the links provided, 7% will ask another question, and 24% stop altogether – most likely as they’ve found the answer to the informational query they were searching for.
It likely comes as no surprise that of all the channels, AI is the least trusted (just 31% trust it), with the exception of social media (17%) – and 37% of non-AI users say nothing could sway their opinion.
For active AI users, answers that cite an official source is the biggest way to build trust (19%), followed by a clear indication as to how an LLM arrived at its answer (18%), and the inclusion of clear links to sources (16%).
Understandably, non-AI users are uncomfortable with having their data used to formulate answers, at 62% (this includes previous chats and search history), compared to just 27% of AI searchers.
YouGov’s US report found that much fewer Americans search for information online everyday, at 54% – with 32% of Gen Z and 33% of Millennials looking six or more times.
Search engines are the overwhelmingly dominant platform, at 86% (more than any other nation reviewed), with videos and maps in joint second (34%), and social media (29%) – AI and community management uptake is growing too, but at a smaller rate, at 25% and 22% respectively.
American Gen Z and Millennials are more likely to use a combination of search platforms – almost half use video platforms to find information; and 29% and 37% respectively turn to social media. Baby Boomers use search engines the most by far (86%), followed by maps (36%), but everything else sits at under 30%.
Like the UK, search engines are the default starting point for all tasks, including asking specific questions (69%), and researching products (62%). While 16% of people turn to AI for a specific question, it’s not really used for anything else – showing how cautious Americans are when it comes to AI search.
After search engines, news sites and social are the most common platforms for getting news updates (25% and 10%), and 15% use videos for troubleshooting queries.
Search typically begins on mobile for everyone other than Baby Boomers – 37% prefer smartphones, but 48% still get out their laptops and desktops.
15% of Americans start their search with an AI assistant at least once a day, which increases to 22% amongst Millennials; but at 48%, the US have the lowest AI adoption amongst all nations surveyed by YouGov.
58% of existing AI search users say they use it more this year compared to last, yet more than one in 10 have reduced their usage. 35% say they want to use it more over the next 12 months, and this rises to 53% amongst frequent users. Most non-AI users say they won’t be using it (72%), and just 4% want to try – showing the barrier between trust and usage; with non-users against AI more than any other nation we looked at in this report.
Americans typically head to AI when they have direct questions (63%), and verifying information (37%) – but this rises to 54% amongst frequent users. It’s more commonly used alongside other sources (32%), than on its own.
More than one fifth of American AI users click through to the links provided, showing that while AI typically influences brand awareness, there are instances where users want to find out more. 8% of users will follow up with another question, and 17% stop searching altogether.
The US is one of the more sceptical markets, with only 28% of people trusting AI, and 28% saying nothing could make them become trusting of it.
Maps is the most trusted source (76%), followed by search engines (70%). Like the UK, social media is the least trusted source, at 20%, followed by AI, at 28% – although this rises to 49% amongst those who already use it.
To help improve trust, 16% of Americans suggest adding in clear links to sources, followed by highlighting that answers come from an official source, at 15%.
When it comes to personalisation, 68% of non-AI users say they wouldn’t be comfortable with using data to personalise answers – that’s 6% more than their Brit counterparts. That being said, a third of search users have said they would feel comfortable with personalisation, as long as they could control which aspects to share.
France was a late adopter to both AI Mode and AI Overviews, with both officially rolled out in July 2026 – two years’ later than when the UK got AI Overviews, and a year since AI Mode.
That being said, YouGov has found that the French search for information online a lot less compared to other nations, with just 42% doing this everyday – rising to 66% for Gen Z, and 56% for Millennials. Just 17% search for something six or more times per day.
Search engines lead the way for usage (77%), but AI assistants are France’s second most popular channel (38%), followed by social media (29%), and video platforms and news apps (28%). Usage of community sites are much lower compared to Brits and Americans, at just 7%.
Gen Z in particular have expanded their platform use – more than half use AI assistants, social and video; with numbers slightly lower, at 48%, 26%, and 30% respectively.
Search engines continue to be the first port of call for all tasks, with researching (58%) and purchasing products (53%) the biggest uses. AI is the second most popular platform for asking a specific question (30%) and troubleshooting (17%), whereas videos are for entertainment (10%) and how-to queries (9%). Marketplace is the second most popular option for purchasing products (14%).
Smartphones are the most popular choice for research for everyone other than Boomers – 41% use phones, 49% use laptops.
21% of French respondents start their search with an AI assistant at least once a day, which rises to 39% of Gen Z, and 34% of Millennials.
Nearly seven in 10 AI adopters have increased their usage over the last year, and 8% have reduce it. 45% say they intend to increase their usage further over the next 12 months, and this rises to 60% amongst frequent users.
Most people who don’t use it plan to keep it that way – 66% say they will avoid using AI, and just 5% want to try it.
In France, AI assistants are most commonly used to directly answer a question (56%), and verify information from elsewhere (30%) – but interestingly, it’s also used to compare options (26%) – which is higher than other countries we looked at.
Frequent users use it for a variety of things, but the biggest discrepancy is for planning and recommendations – 31% of frequent users use AI for this, compared to 19% of regular AI users.
LLMs are most commonly used after other forms of search (29%), or alongside them (28%), with over a quarter of people clicking through to links provided. Once they’ve searched, 23% will stop altogether – higher than their Brit and American counterparts.
37% of French people trust AIs – trust is highest for maps and search engines (72%), followed by news websites (46%). Social media continues to be the least trustworthy, at 20%.
When asked about what could improve trust levels, the biggest responses were a verified label showing the source is authentic, and answers clearly coming from an official source (18%). While 5% of those who use AI say they’d never trust it, this rises to 38% amongst non-AI adopters.
More than half of non-users say they aren’t comfortable with AI using personal data, which is a barrier to them starting to use it; but this drops to 20% of users. 33% of existing users have said they would be comfortable using AI more frequently, if they could have control over the personalisation aspect.
It’s been revealed that Germany could miss out on €155 billion by 2034 in additional annual economic value if tighter restrictions on artificial intelligence training data are introduced.
YouGov’s data has found that half of Germans look up information online everyday, yet 40% of Gen Z and 23% of Millennials use it six or more times a day.
Traditional search engines like Google remain the most popular, with 79% of online German searchers using one at least once a month, but AI assistants are second (39%), followed by video platforms (27%), news apps (26%), and maps (25%). Communities and forums are used the least, but one in five still turn to them.
Millennials use AI the most at 51%, with Gen Z not far behind at 49% – however, Gen Z are more likely to use social media, at 45% compared to 30%. Gen Z are also more likely to use communities and forums than anyone else, at 25%.
Search engines remain the most popular place for starting a search, but again, sources vary for the second most popular option. AI is the next port of call for specific questions and troubleshooting, at 30% and 20%; whereas social is for entertainment (12%), and videos are for troubleshooting and entertainment (8%).
Everyone but Baby Boomers prefer using smartphones to search for things – 41% of Boomers use phones, compared to 46% using laptops or desktops.
With 39% of people using AI, Germans lead the way of our nations reviewed, closely followed by France at 38%. 63% of AI searchers have increased their usage over the last 12 months, and 9% have reduced their usage. 43% of AI users say they’ll use it more over the next year, 60% of those who are frequent (1+ times a day). 57% of non-AI users say they don’t plan to start using it, so there’s a lot of people who won’t be using it- but 10% said they want to try.
Most Germans use it alongside other sources, going back and forth to verify (34%), although almost one in five people use it as a starting point.
Almost one in four Germans click through links an LLM provides, which rises to 31% amongst frequent users. 21% stop searching once they have an answer, and the same number of people continue comparing sources, showing that the conversation doesn’t end in just one platform.
Like with other nations, there is a lot of scepticism – 36% of Germans trust AI, more so than video platforms (28%), online community forums (27%), and social media (19%). However, maps and search engines remain the most trustworthy, at 76% and 72%, respectively.
Non-AI German users are more open to AI, with 61% indicating that there could be a way in which AI could gain their trust – the most common way is showing a clear indication of how it arrived at its answer, followed by clear links and citations.
Germans are also more comfortable with AI using their data – just 11% of AI users say they’re not comfortable with personalisation.
According to YouGov, six in 10 Aussies look up information online every day, with 39% of Gen Z and 33% of Millennials saying they search six or more times per day.
It comes as no surprise that search engines are the most popular way to search for something, at 68%, followed by social media and video platforms (38%), and AI assistants (35%) – with AI rising highest amongst Millennials, at 48%.
Gen Z and Millennials are most likely to use a variety of platforms – 47% and 45% turn to social media respectively; and 27% and 28% use online communities, compared to the overall average of 20%. For Baby Boomers, maps is the second most trusted platform, with one in four turning to them.
Search engines lead the way for all informational searches, other than for news or current events, where news sites lead (29% compared to 22%). However, like other nations, the second most popular channel differs depending on the ask. AI is the second most likely channel to ask a specific question (23%), whereas marketplace is preferable for buying products (23%), and video for how-to’s or troubleshooting (17%).
Mobiles are the most common device for searching on, with Millennials using them more than anyone else at 63%. The only generation to prefer laptops or desktops is Boomers, at 50% compared to 35% mobile users.
Over a third of Aussies start at least one new query a day with AI, and this is highest in Gen Z (59%) and Millennials (48%). 44% of Baby Boomers have never used AI – whereas numbers are minimal amongst Gen Z and Millennials (2% and 7% respectively).
60% of AI search users in Australia said they’ve used it more than they did a year ago, with just 6% using it less. Like with all other nations, those who already use it plan to do so more frequently, with 53% of AI searchers stating this, and 63% of frequent users.
While 61% of non-AI searchers don’t expect to start at all, there are 10% who want to test the waters, and give it a try.
Half of AI users use it to directly answer a question, with other common purposes including summarising information (37%), and verifying information from elsewhere (35% – this rises to 43% amongst frequent users).
AI is mostly used alongside other sources (43%), rather than on its own (16%), and it’s not usually the end of the journey: 31% click through to AI-supplied links, and 26% compare the answers with other sources.
Overall, maps are the most trusted source, at 69% – which rises to 83% amongst Baby Boomers – with search engines the second most (63%). Aussies trust AI more than any other nation in this report, at 39% (49% by AI users), which is higher than social media (27%), and online communities and video platforms (37%).
Just 8% of AI users say nothing would make them trust AI, which rises to 38% in non-AI users. The biggest way AI searchers say trust could be built, is clear indication of how AI arrived at its answer (18%). For non-AI users, trust could be built by showing the answer comes from official sources (13%).
More than a third of Aussie AI searches are comfortable with LLMs using their data from previous chats and search history to inform answers; but 59% of non-AI users aren’t comfortable at all.
While AI search adoption is slightly different from nation to nation, there are some common themes we can take insights from, to tailor our GEO strategies:
Only 28-39% of people trust AI, which is well below the average for search engines and maps, which sits between 63-76%. Until AI can more accurately provide correct answers without hallucinating, or showcase clear reasoning and the use of trusted sources, there will continue to be a large percentage of people who choose not to use AI for this very reason.
Search engines may be the number one channel internet users turn to, but it’s losing market share compared to other channels; and this is especially true in France and Australia, where 77% and 68% use search engines.
While Google and other search engines should still form a large part of your organic strategy, a presence on social media, video platforms, maps (if you’re a local business), AI – and even community management platforms like Reddit – will be crucial, if you want your brand to form part of the consideration stage amongst potential buyers.
Whilst what we’ve said above rings true, AI is currently most popularly used to directly answer a specific question (50-63% across each nation), alongside verifying information from other sources (29%-37%).
If AI can build trust, it may rise as part of the discovery phase. That being said, usage has changed drastically over the last 12 months, and if you don’t put the work in now to be visible across LLMs, then as that usage shifts, you’re at risk being left behind.
While most people do find the answer directly in AI, we can see that roughly 20-25% of people click on the links that AI provides, so whilst organic traffic is declining, you’ll still be seeing rises in AI traffic.
Making sure your pages are optimised and have a clear linking structure will be crucial to taking users on that journey once they’ve clicked through, to help them navigate to what they’re looking for – and potentially, converting with you.
The search landscape has changed massively over the last 12 months, and while some nations have more quickly adapted to AI usage than others; even for nations who are more hesitant, we can see there is a clear shift away from purely search engine usage, to the incorporation of a wider range of channels to conduct research.
For more insights into the changing SERP landscape and how you can tailor your organic strategy for this, have a read of our future of search report. Alternatively, if you’d like help with setting up and implementing an SEO or GEO strategy, get in touch with us today.
Organic and GEO Search Director – Connective3
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