How AI Is Reshaping the Consumer Journey and Business DecisionsAI is Reshaping How People Search, Discover, and Decide.By Measuring These Trends, We Can Provide A Data-Driven, Objective View of AI’s Impact Across PlatformsComscore’s View of the AI EcosystemMeasurementConsumer ImpactPrompt TopicsAdoption, Usage, and Growth of AI Tools.Consumer Journey, Path to Purchase, AI Chat Source Citations, and Informing Strategy to Influence the Path To Purchase.Types of Prompts by Subject from Users and by AI ToolHow We Assess the Impact Across the EcosystemPeoplePathwaysPlatforms / PortalsThe Reshaping of Behavior at Scale & Adoption as a Core Feature of Daily LifeRewiring the Customer Journey & Influencing Key DecisionsTransforming Traditional Search and Discovery By Redefining How Information is SurfacedThe Reliable Foundation of the New AI RealityOur Measurement FrameworkUnmatched Depth▪Unique Opt-In collection of complete user activity▪Industry leading dictionary classifications ▪Comprehensive activity of behaviors on digital interactions▪Proprietary methodology for session level linkage to measure engagement cycle activity (i.e. prompt/response)▪1st Party demographic & lifestyle indicators to enhance insights▪Trusted data science refined over decades fusing panel & census data▪Market proven data science for projections & market weightings Desktop PanelMobile PanelHome Router (THP) PanelExperience and Scale▪Decades of continuous panel management history▪Global footprint ▪Investment driven panel scale▪Expertise in managing recruitment and retainment ▪End-to-End panel managementBuilt on Three Core Pillars•Tracking how consumers use Dedicated and Partially AI-Powered platforms and tools like ChatGPT, Gemini, Copilot, etc.•Reveal adoption, engagement and platform shifts over timeVisitationPromptsSearch (AI in Search)•Understanding what consumers ask AI. What are they using AI for?•Prompt trends uncover intent, category demand •Measuring how AI Overviews change the search experience•This includes how often do they appear, which domains are cited, and how users click after seeing AI answersMeasurement:The Convergence of Search and Intelligence66 68 69 71 73 76 77 76 78 Q3 2023Q4 2023Q1 2024Q2 2024Q3 2024Q4 2024Q1 2025Q2 2025Q3 2025All Search in U.S. (Desktop)Internet Searches in BillionsSource: Comscore Core Search Media Trend, Total U.S. - Desktop Home and Work Locations, All Segments, Explicit All Searches, Q3 2023 through Q3 2025Includes Core and AI Search for Google Sites, Microsoft Sites, Verizon Media and Ask Network.+6%Q3 2025YoY GrowthAI Search Fuels the Evolution Of an Everyday Activity•Google rolled out AI overview in May 2024•Bing launched Copilot Search in April 202410.9%11.4%11.0%11.8%11.0%11.1%11.7%23.4%24.6%25.9%25.8%24.4%27.4%30.2%Apr-25May-25Jun-25Jul-25Aug-25Sep-25Oct-25Share of Searches with an AI Overview in Google and Bing (Desktop)Bing Search with Copilot SearchGoogle...
