Clutch Report: 69% of Users Now Use Google Less as AI Reshapes Business Discovery

WASHINGTON, D.C., April 14, 2026 — New Clutch research finds that 69% of AI assistant users now use Google less than before, with 32% turning to AI first for information, edging out the 28% who still go to Google first. As AI becomes the dominant starting point for research, businesses that aren't visible in AI-generated answers risk being overlooked before the customer journey even begins.

AI Is Now Present at Every Stage of Research

The top AI use cases, searching for information (55%), getting recommendations (42%), and comparing options (39%), all happen before a customer ever reaches a business. Nearly three in four users (72%) engage with AI tools daily.

"If your business isn't showing up accurately in AI-generated answers, you may be invisible at exactly the moment a potential customer is forming an opinion," said Jeanette Godreau, Clutch Analyst.

Inaccuracy Is a Silent Brand Risk

56% of users regularly encounter incorrect AI responses, yet 42% trust AI information at face value. Outdated or inconsistent information across the web can quietly shape how a potential customer perceives your brand before they ever visit your website.

What the Data Signals for Businesses

Visibility inside AI platforms is becoming as critical as traditional search presence. With 55% of ChatGPT users more likely to trust a Custom GPT from a brand they already recognize, brand familiarity is now a trust signal within AI ecosystems. And with 27% of users unaware that Custom GPTs even exist, businesses that establish a presence now have a clear first-mover advantage.

The full report is available on Clutch.

About Clutch 

Clutch empowers better business decisions as the leading global marketplace of B2B service providers. Business leaders rely on Clutch for in-depth, verified client reviews and to confidently evaluate partners that fit their unique goals. Clutch offers a platform for agencies to increase their visibility with buyers, strengthen their brand’s credibility, and grow their business.

Media Contact: 

Deesha Laxsav

Director, Brand Marketing

press@clutch.co