AI Assistants Replace Google Search as Primary Discovery Channel
A recent survey of marketers at HubSpot UNBOUND 2026 found that only 11% expect Google search to be their customers' main starting point in two years. Instead, 71% named AI assistants as their primary discovery channel by 2028.
The shift is already underway, with 80% of respondents increasing or starting a budget for AI search visibility next year and 29% moving money out of paid media into earned and content. This reallocation is also reflected in the job itself, with 91% of respondents saying their role changed in the past 12 months.
Marketers are treating citations in AI answers as a new metric for success, checking regularly to see if their company is being cited. The budget is moving towards AI search visibility, but measurement and proof of ROI remain major concerns.