Marketers Abandon Google Search for AI Assistants as Primary Discovery Channel

Marketers are shifting their focus from Google Search to AI assistants as their customers' primary discovery channel, according to a recent survey by ACCESS Newswire. Conducted at HubSpot UNBOUND 2026, the research found that only 11% of marketers expect Google Search to be their customers' main starting point in two years.

The majority, 71%, named AI assistants as the primary discovery channel, with four in five marketers already allocating budget for AI search visibility next year. The shift is not surprising, given that 80% of respondents are increasing or starting a budget for AI search visibility, and 29% are moving dollars out of paid media to fund it.

The reallocation of resources is also reflected in the changing role of marketers. 91% say their role has changed in the past 12 months, with two-thirds taking on new artificial intelligence responsibilities within their existing remit.

Marketers are not waiting for the category to mature before investing in AI search visibility. The survey found that 80% are increasing or starting a budget for it next year, and 43% have already seen organic traffic ease by 10% to 25% this year.