Marketers Bet Big on AI Assistants Over Google Search

A new survey of marketers at HubSpot UNBOUND 2026 reveals that only 11% expect Google Search to be their customers' main starting point in two years. In contrast, a whopping 71% believe AI assistants will become the primary discovery channel by 2028.

The findings are significant because they show where companies are allocating their budgets. A staggering 80% of respondents are increasing or starting a budget for AI search visibility next year, with some even moving dollars out of paid media to fund it.

Charlie Terenzio, SVP of Product at ACCESS Newswire, notes that the opportunity over the next two years belongs to teams that treat citations in AI answers like front-page placements, something you earn and can prove you earned.