Geo: Europe
Area: Software
Type: Consumer
Theme: AI
🌀 Key points
25% of German users prefer AI over Google for search
Denmark and Sweden hit 23% and 21% regular AI-first usage
Only 19% of UK users regularly use AI instead of Google
💎 Data Gem
🧠 AI Search Is Replacing Google for Many
Google’s not dead—but it’s bleeding clicks. A quarter of active users across Europe now start with AI instead of Google when searching for information. And it’s not just a fad—it’s a new habit.
🗺️ What’s the Maze?
Verdane surveyed over 3,000 active AI users across six European markets, asking a simple but revealing question: Do you use AI instead of Google to search for information?
25% of users in Germany say yes—frequently.
Sweden and Denmark are right behind at 21% and 23%.
The UK and Finland trail at 19%.
Average across Europe? 21% reach for AI regularly.
And these aren’t casual users—they’re the AI-savvy bunch using tools like ChatGPT, Gemini, and Copilot often enough to consider them smarter than typing a few keywords into Google.
The real story? The search battlefield is shifting.
Why are users switching?
57% say they want direct answers
55% value better summaries
54% love follow-up questions in natural language
So instead of “Top 10 laptops 2025,” they ask, “What’s the best laptop for remote work under €1,200 with long battery life?” AI replies with a straight answer—no links, no ads, no scroll.
🏁 Why It Matters?
Let’s be blunt: This is a big deal for anyone relying on Google Ads, SEO, or organic rankings to drive traffic.
When AI becomes the first stop, Google’s grip on the top-of-funnel loosens. For companies:
No clicks = no visits = no conversions
AI offers zero-click answers
And worse? No clear path to visibility inside LLMs yet
Germany’s lead here is surprising, given its historically cautious tech adoption. But users are likely finding that when the AI works in German—it works well. The Nordics, always early to adopt tech, are pushing AI into their daily habits too.
This puts pressure on brands to rethink visibility. You don’t just need to be found on Google anymore—you need to be found by AI. And that’s a very different game:
Structure your content so it’s readable by LLMs
Get your product into conversations, not just search rankings
Create human-centric reviews, forum chatter, and brand mentions
Because when people stop searching Google and start chatting with AI—your brand either makes the cut or disappears.
It’s not about traffic anymore. It’s about presence in the AI brain.
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📖 Data Source
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