AI search goes mainstream in India as 60% users begin daily queries with chatbots: YouGov

Artificial intelligence is becoming an integral part of how Indians discover information online, with AI assistants increasingly complementing traditional search engines rather than replacing them, according to a new YouGov report.

The report, How AI is Changing Online Discovery in 2026, finds that 60% of Indian online searchers now begin at least one new search every day with an AI assistant, reflecting the technology's growing role in everyday digital behaviour. Overall, 89% of urban Indian online searchers use AI assistants in some capacity while seeking information, making India one of the world's fastest adopters of AI-assisted search.

The trend is particularly pronounced among younger users. Nearly two-thirds of Gen Z (67%) and Millennials (65%) start at least one new search query daily using an AI assistant, compared with just 30% of Baby Boomers. However, the findings suggest AI has not displaced traditional search engines. Only 27% of AI users consider AI their primary starting point for online searches, while 36% use it after first consulting search engines or other sources, and 26% use it alongside multiple information channels.

Why are Indians increasingly turning to AI assistants for search?

The research points to a more fragmented search ecosystem, where consumers increasingly move between AI assistants, search engines, websites, social media platforms, and marketplaces before making decisions.

For Indian users, AI's biggest appeal lies in speed and convenience. Nearly half (49%) use AI assistants to get direct answers to questions, while 44% rely on them to verify information from other sources. Another 43% use AI to summarise content, and an equal proportion use it to compare products, services, or options before making decisions.

Even so, AI-generated responses rarely mark the end of the search journey. Around one-third (33%) of users typically click through to the links provided by AI assistants, while 19% compare the information with other websites before taking action. At the same time, 28% say they usually stop searching after receiving an AI-generated answer, highlighting AI's growing ability to satisfy information needs directly.

The report also points to rapidly deepening engagement. Three-fourths (75%) of Indian AI users say they use AI assistants more today than they did a year ago, and 68% expect their usage to increase further over the next 12 months.

Can AI overcome the trust deficit?

Despite the rising adoption, trust continues to lag behind usage. While 69% of Indian online searchers say they trust information generated by AI assistants, confidence remains slightly lower than for traditional search engines and maps. Respondents identified answers backed by official sources, multiple citations, and transparent explanations of how AI-generated responses are produced as the strongest factors that would improve confidence.

"The search box is one of the internet's most familiar interfaces. AI assistants are changing that pattern by offering answers directly, rather than simply pointing people toward where answers might be found," said Edward Hutasoit, general manager, YouGov India & Indonesia.

"The future of search in India may therefore be less a battle between links and answers than a race to deliver both: fast, useful responses backed by visible proof," he added.

For businesses, the shift has significant implications. As AI assistants become a common starting point for online discovery, discoverability will increasingly depend not only on search rankings, but also on being recognised as a credible, authoritative source across AI-powered platforms, search engines, and the broader digital ecosystem.