23 Daily — According to entrepreneur.com, a recent study reveals significant user overlap between AI search engines and Google, prompting businesses to adjust their marketing strategies. Similarweb data from September 2026 shows that 93.7% of visitors to ChatGPT.com also visited Google.com, while 14.1% of Google.com visitors also accessed ChatGPT.com, indicating non-exclusive user groups.

AI Search and Google Coexist in User Journeys Rather Than Replacing One Another

The data does not prove users first searched a product through AI and then on Google, nor does it reveal the sequence, frequency, search intent, or purchase actions. It also does not account for usage through mobile apps. Despite these limitations, the overlap data warns against mistaking multiple channel visits as independent audiences, which can cause double counting and misjudged marketing impact.

Traditional neat categorizations of discovery channels — search, social, referrals, paid media — become blurrier with AI assistants. Consumers might use an AI tool to compare options, then Google a brand, watch reviews, and directly visit company sites, forming a multi-touch, cross-system journey. Businesses should recognize this interplay instead of treating AI search as a Google replacement.

Brand Exposure and Performance Measurement Need Synchronization and Diversification

Consumers may first discover a brand through AI answers and then later search by name on Google, where the latter visit may be credited as organic traffic, though AI initiated the demand. Last-click attribution methods fail to capture such multi-stage influences on purchase decisions. Google has introduced a Search Console generative AI performance report showing page impressions in Google’s AI search features, offering partial visibility but excluding ChatGPT and other AI platforms.

Businesses are advised to separately track traditional search clicks, branded searches, qualified leads, and sales, alongside monitoring page presence in Google’s AI features and brand mentions in AI prompts. Incorporating simple survey questions about the initial brand contact point can help piece together customer interaction patterns missed by last-click reports.

Editor's take: Multi-platform User Behavior Challenges Existing Marketing Approaches

The 93.7% overlap figure is not a guarantee of Google's user base stability nor proof that AI search harms existing traffic. Rather, it underscores the diversification and overlap in how users seek information. Marketers should focus on maintaining brand presence and messaging consistency across consumers’ cross-platform explorations. Enhancing SEO and page quality, alongside ensuring visibility in AI ecosystems, plus integrated team collaboration and analytics interpretation, are critical. Simplistic channel win/lose assessments risk overlooking the complex customer journey, whereas a nuanced approach will foster sustainable competitiveness amid evolving search landscapes.