Marketers Abandon Google Search for AI Assistants

A new survey of marketers at HubSpot UNBOUND 2026 has revealed that only 11% expect Google Search to be their customers' main starting point in two years, while 71% believe AI assistants will take over this role.

The study, conducted by ACCESS Newswire, found that 80% of respondents are increasing or starting a budget for AI search visibility next year, and 29% are moving money out of paid media to fund it.

This shift is already being reflected in the job itself, with 91% of respondents saying their role has changed in the past 12 months, and two-thirds taking on new artificial intelligence responsibilities.