Search is evolving faster than ever — and not just because of AI.
Yes, artificial intelligence is reshaping how people discover and consume information. But something deeper is happening too: people are changing the way they use search engines altogether.
The way we search today is not the same as it was even a year ago — and if you’re creating content or running a business online, this shift matters more than you might think.
The Data: How Search Behavior Has Shifted from 2024 to 2025
A recent digital marketing analysis compared search trends from 2024 to 2025 and found some fascinating shifts in how people search on platforms like Google:
Informational searches (people looking for knowledge, guides, explanations, or how-tos) increased from 49.8% to 52.1% — a 4.6% rise.
Navigational searches (people looking for specific sites or brands) dropped from 34.6% to 30.7% — down 11.2%.
Commercial searches (people exploring options before buying) grew from 14.8% to 16.2% — an increase of 9.4%.
Transactional searches (people ready to make a purchase) saw a smaller but meaningful jump — from 0.8% to 1.0%, a 25% rise year-over-year.
So while AI and smarter search algorithms are influencing what people find, user intent itself is evolving.
What’s Driving the Shift?
1. AI Is Giving Better Answers
Thanks to AI, search engines now summarize, explain, and simplify information much faster. Users no longer have to dig through multiple websites for quick answers — so naturally, they’re making more informational queries upfront.
2. Search Is Becoming More Conversational
With tools like ChatGPT, Gemini, and Perplexity gaining popularity, people are starting to treat search like a dialogue. They ask complete questions instead of short keywords. That’s why “top-of-funnel” or exploratory searches are increasing.
3. People Trust Search More for Learning
Instead of only searching when they want to buy something, users are now searching to learn, explore, and understand before they even think about making a purchase.
This means brands that educate, not just sell, are the ones winning visibility.
What It Means for Content Creators and Marketers
The main takeaway is simple: demand exists at every stage of the marketing funnel — not just at the bottom where sales happen.
To stay relevant, your content strategy should include all types of intent:
Informational: Blog posts, tutorials, FAQs, and explainer videos.
Navigational: Branded search optimization, landing pages, and internal linking.
Commercial: Comparison guides, reviews, and “best of” lists.
Transactional: Product pages, clear CTAs, and optimized checkout experiences.
By covering the full funnel, you attract users at every stage — from first-time learners to ready-to-buy customers.
What to Expect in 2026
If this trend continues (and it likely will), informational searches will keep growing.
People will rely even more on AI-driven platforms to simplify research, compare options, and make smarter decisions.
That means your content must be:
✅ Easy to understand
✅ Authentically helpful
✅ Optimized for both human readers and AI-driven tools
Final Thoughts
Search is changing — not just because of technology, but because of people.
As users evolve, so must your content. Focus on educating, guiding, and solving, not just selling. When your brand shows up with real answers, you won’t just rank higher — you’ll earn trust that leads to lasting growth.
Because no matter how search changes, one thing remains constant:
People are always searching for value.
Source: Adapted from NP Digital’s 2025 Search Insights report on changing search behaviors across informational, navigational, commercial, and transactional queries.
