AI & Search Behaviour: From Queries to Conversations | Horizons Q126

We all know search is changing, so we commissioned our own research to find out how AI is impacting search behaviour across the UK.

We are seeing a shift from traditional, one-off queries to more iterative, conversational behaviour powered by AI.

• AI is being used alongside search:
  Our research shows people may rely more on AI tools, but that doesn’t mean traditional search has disappeared.
• What “search” even means is changing:
  Across UK audiences, platforms like TikTok, YouTube and Instagram are already core discovery tools, blurring the line between social and search.
• From queries to conversations:
  Traditional search is built around single queries. AI enables ongoing dialogue. Refining, probing and exploring in a way search never allowed.
• Deeper, more personalised exploration:
  Instead of jumping between websites, users are staying within AI environments and iterating towards more specific answers.
• No more “one and done” searches:
  Our research shows very few users ask a single question. Behaviour is multi-step, iterative and conversational.
• Higher quality, more considered decisions:
  Particularly in B2B, AI is enabling more thorough comparisons, pulling from multiple sources and allowing deeper evaluation.
• Stronger intent from AI-driven traffic:
  Users arriving via AI tools are often further along in their decision-making, having already explored and refined their options.
• Less friction, more control:
  Traditional search forces users into predefined journeys. AI allows them to shape the experience around their specific needs.
• User experience is shifting expectations:
  Once users experience this level of control and depth, traditional search journeys can feel limiting and inefficient.

Right now, the biggest shift is this:

Search is no longer about finding answers, it’s about exploring them.

For brands, that means:

• Showing up earlier in the consideration journey
• Thinking beyond keywords and rankings
• And adapting to more conversational, intent-led behaviour

Horizons is built on our commissioned UK research tracking how AI is reshaping search and decision-making, and what that means for brands over the next 12–18 months.

Read our full write up here