Data from YouGov’s latest report, ‘How AI is changing online discovery in 2026’, shows that over a third (36%) of Australian internet users now begin at least one new search per day using an AI assistant, indicating that AI has firmly entered the mainstream search experience.
The research indicates that although traditional search engines still serve as the primary gateway to online information, AI assistants are now a staple in how Australians find and assess content online, especially among younger age groups. Nearly six in 10 (59%) Gen Z Australians and close to half (48%) of Millennials launch at least one daily search query via an AI assistant, in contrast to a mere 14% of Baby Boomers. In total, 72% of Australian online searchers utilise AI assistants to some degree when seeking out information.
Australians are adopting AI to complement search, not replace it
The study highlights that AI acts as a supplement to traditional search rather than a substitute. Among Australians who leverage AI for search, only 16% report using it as their primary starting point. Instead, the majority (43%) use AI in tandem with other platforms, while another 25% turn to it after checking search engines or alternative sources. For these users, the most frequent application of AI search is obtaining a direct answer to a query (50%), followed by summarising information (37%), cross-checking data from other sources (35%), and evaluating different options (35%).
Crucially, an AI-generated response is seldom the final step. Nearly one-third (31%) of users generally click the links provided by the AI, while 26% cross-reference the findings with other websites before deciding on next steps. Only 15% state that they typically end their search immediately after getting an AI-generated answer.
AI adoption is speeding up, but trust remains low
AI adoption is rising steadily among current users. Six in 10 (60%) Australian AI users report using these tools more frequently now than they did a year ago, and over half (53%) anticipate increasing their usage over the coming year. Yet, despite this growing adoption, trust remains a major obstacle.
Just 39% of Australian online searchers trust the details provided by AI assistants—a figure tracking well behind traditional search engines and digital maps. Even among regular AI users, less than half (49%) express trust in AI-generated responses. Australians also identified clear factors that would boost their confidence in these answers: transparent explanations of how answers are generated (18%), backing from official sources (16%), and the inclusion of links or citations for self-verification (15%).
Brands must adjust their approach to discoverability
With AI assistants cementing their role as a frequent starting point for digital exploration, the study suggests that consumers are adopting more sophisticated search habits—navigating back and forth between AI, search engines, websites, and alternative platforms before finalising decisions. Consequently, brand discoverability will increasingly hinge not just on visibility, but on being established as a credible, reliable source across whichever platforms consumers prefer to use.
You can download the complete report here.
Methodology
This study was carried out online by YouGov from 21 April to 29 May 2026, surveying a sample of 1,002 Australian adults aged 18 and older. The figures have been weighted to be nationally representative of the adult population in Australia.
