AI assistants close in on search engines as India's online discovery habits shift: YouGov

A recent study by YouGov reveals a significant shift in how Indian users search for information online, with AI assistants rapidly gaining ground. The India Web Search and AI Report 2026, which surveyed over 950 internet users from April 21 to May 29, 2026, indicates that while traditional search engines are still the go-to for 65% of users, AI assistants and chatbots are not far behind, utilized by 57% of respondents. The report highlights that two-thirds of Indians (66%) search online at least once a day, with 43% engaging in six or more searches daily. A predominant 76% of users prefer using smartphones for their searches, underscoring the mobile-centric nature of online discovery in the country. Impressively, 89% of those surveyed qualify as AI searchers, meaning they begin their queries with an AI assistant, placing India alongside Indonesia and the UAE at the forefront of this trend, far surpassing the US's 48%. AI assistants are not merely replacing search engines; rather, they are enhancing the search experience. The report notes that only 27% of AI searchers initiate their queries with an AI assistant. Instead, many users switch between AI and other methods, with 36% using AI after trying traditional searches and 26% alternating between the two. The primary functions of AI assistants include providing immediate answers (49%), verifying information (44%), and summarizing or comparing data (43%). The report also shows a growing reliance on AI, with three-quarters of AI searchers having used these tools for over a year, and 66% anticipating an increase in their AI usage in the next year. Trust in AI is notable, with 69% of respondents expressing confidence in the accuracy of information from AI assistants, ranking them third behind maps and search engines (both at 75%). When asked how to bolster their trust further, 18% of users indicated that obtaining information from official sources would be the most reassuring factor, while 15% preferred seeing multiple sources presented together. However, opinions on personalization are divided; 29% are comfortable with AI using their data for tailored responses, while 28% prefer to have control over this feature. Edward Hutasoit, General Manager of YouGov India & Indonesia, emphasized that AI assistants are transforming the search landscape by delivering direct answers rather than just guiding users to potential sources. He noted that the challenge lies not in whether users trust AI but in ensuring that this trust can be sustained as AI becomes a more integral part of the search journey. Users continue to seek a balance between speed and reliability, creating a future where both rapid, useful responses and verifiable proof are essential in the evolving search ecosystem in India.