With the arrival of each new year, the world of search has continued to evolve and change. Gone are the days when search revolved around typing words into Google, making way for AI assistants, platform-native discovery and blended search experiences.
So, with 2026 now upon us, what does the search landscape look like in the year ahead? Let’s take a look.
Whilst still dominant, it’s no secret that traditional search is changing. For most people, they still rely heavily on search engines, with Google still accounting for roughly 90% of global queries. The key difference lies in how people use search. For instance, Google itself has embedded AI deeply into search results, providing conversational summaries instead of just links. Naturally, this has had a direct impact on link clicks, as users can now get answers without needing to visit a website.
AI search continues to rise, with the likes of ChatGPT, Claude and Copilot being increasingly adopted by individuals. Over just a couple of years, AI search adoption has jumped massively, with 40% of UK consumers using AI search tools at least once a day.
As a result, 2026 may be the year we begin to see traditional search declining as generative AI assistants become more advanced. That said, as it stands, most users are still relying on Google for accuracy and breadth, even when using AI platforms.
Search is no longer limited to typed queries on search engines; users are now heading directly to social to find information - something that is particularly popular with younger generations. TikTok, Instagram, YouTube and even LinkedIn or Pinterest serve informal discovery roles - alongside Reddit, which surged dramatically thanks to search and algorithm changes.
In addition to social, trends continue to show that people are increasingly asking AI agents directly, across voice, text and context-aware queries, using mobile, desktop and app spaces to do so.
So, what does this really mean, and what should you be watching in 2026?
In the upcoming year, we expect a large shift in the emphasis placed on traditional SEO, moving to AI visibility and conversational relevance. With people:
For good or for bad, SEO isn’t just about ranking in Google anymore and refusing to recognise this will only leave you stuck in 2025. Optimisers must consider the following (and no, they’re no longer optional):
In the UK, search and AI platforms are also facing increased regulation aimed at improving competition and transparency. New rules give regulators more power to oversee dominant companies like Google and influence how search results and AI-driven features are developed and displayed. While the UK’s approach differs from the EU's, these changes could still shape how people discover information online.
Whilst this may feel like a lot of change, it’s more the evolution of what we’ve already seen to date. Google is still set to dominate core search volume, but its share is slowly shifting as generative AI becomes a more frequent first stop. Alongside social, that will continue to play a bigger role too. The key to search in 2026? Remembering it’s multilayered.