"Key stat: Nearly two-thirds of worldwide marketers (64%) say reduced use of traditional search engines like Google will be the top AI-driven shift impacting digital advertising over the next few years, according to a September 2025 survey from Funnel and Ravn Research. Beyond the chart: Use this chart: Show this to leadership when discussing search diversification timelines. Use it to frame AI search as an emerging consideration, not an urgent pivot."
"Marketers see the shift coming, but Google still commands the lion's share of search traffic today. Related EMARKETER reports: Methodology: Data is from the December 2025 Funnel report titled "The 2026 Marketing Intelligence Report" conducted by Ravn Research. 238 in-house marketers and agency professionals were surveyed worldwide during July-September, 2025. Respondents represented a mix of company sizes, industries, and roles, with 51% at marketing/advertising agencies or consultancies, and 49% at in-house marketing teams."
Sixty-four percent of worldwide marketers say reduced use of traditional search engines such as Google will be the top AI-driven shift impacting digital advertising over the next few years. Marketers view AI search as an emerging consideration rather than an immediate pivot, and leadership conversations should frame search diversification timelines accordingly. Google continues to command the lion’s share of search traffic today. Data come from a December 2025 Funnel report based on a July–September 2025 Ravn Research survey of 238 in-house marketers and agency professionals across Europe, North America, Australia/Asia and other regions. Respondents represented mixed company sizes and roles.
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