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How Is AI Impacting How Users Access Online Search Tools And Social Media?

AI-powered search tools have significantly increased website referrals. Microsoft reports a 357% year-on-year rise in AI referrals to prominent websites as of June 2025, amassing 1.13 billion visits. This data is sourced from Bing, which supports…

MBy Megan ForbesFeb 17, 20261 min read

AI-powered search tools have significantly increased website referrals. Microsoft reports a 357% year-on-year rise in AI referrals to prominent websites as of June 2025, amassing 1.13 billion visits. This data is sourced from Bing, which supports services like Microsoft Copilot and Microsoft Start.

These tools process billions of queries monthly. Users now receive machine-generated answers compiled from various pages, altering website visibility dynamics.

McKinsey research indicates rapid adoption of AI-powered search. Currently, 50% of consumers intentionally use AI search, and approximately 50% of Google searches include AI summaries, a figure projected to reach 75% by 2028.

According to McKinsey, brands unprepared for these shifts may experience a 20% to 50% decrease in traditional search traffic, as AI tools often resolve queries without user clicks.

AI-powered search tools have significantly increased website referrals.
Megan Forbes · Thehackingpost

McKinsey anticipates $750 billion in U.S. consumer spending will flow through AI-powered search by 2028. AI systems use content from diverse sources, with brand websites contributing only 5% to 10% of AI-generated answers. This divergence from traditional SEO indicates a need for brands to adjust strategies.

In the UK, adults now spend an average of 4.5 hours online daily, primarily via smartphones, according to Ofcom. Google Search dominates, processing 3 billion monthly searches in the UK, with 82% of adults utilizing the service.

AI overviews now appear in 30% of searches, and 53% of adults encounter these summaries frequently, even without requesting AI-generated answers. Additionally, visits to generative AI tools like ChatGPT have surged, evidencing a shift from traditional search methods.

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Alphabet and Meta services account for half of the online time spent in the UK, as per Ofcom's report. YouTube, Google Search, Facebook, Messenger, and WhatsApp hold substantial user bases, facilitating immediate scale for AI features. Consequently, updates to these platforms significantly affect user interaction and content consumption.

Based on reporting by techround.co.uk.

AI transparency. This article was produced with the assistance of artificial intelligence and published under human editorial oversight. AI systems can make mistakes. Read how we use AI (EU AI Act, Art. 50).
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