How Local AI Usage Is Evolving

This is our fourth survey on AI adoption and local search since November, 2024. In that time AI has evolved from a novelty to a fixture of daily online behavior for a growing number of people. It's becoming established alongside Google usage but it's also changing how people use Google.

By the same token, Google itself continues to change. And this year we may see an acceleration of AI-organized SERPs and more AI features, including in local. That's because users prefer the conversational experience of AI to traditional search. But ChatGPT is also vulnerable, as Gemini continues to improve and Google leans into its distribution advantages to push AI adoption.

This survey was fielded in January among US adults who use Google at least “a few times a month” and used an AI tool within the past 6 months. Below are some of the findings: