References & sources.
We make claims about how search is changing — so we cite them. Below are the sources behind the statistics used across this site, along with plain-language definitions of the terms we use.
The AI-search statistics on this site come from published industry research: Orbit Media on AI as a primary research tool, Datos / SparkToro on the decline of Google search clicks, and Exposure Ninja on AI-search conversion rates. Each claim links to its original source below.
The statistics we cite
~55% of people use AI as a primary research tool
Reflects the shift toward AI assistants as a first stop for research, rather than traditional search. Source: Orbit Media — AI vs Google.
~20% year-over-year decline in Google searches per user
Alongside the finding that the majority of Google searches now end without a click to a website (the "zero-click" trend). Source: Datos / SparkToro.
Up to 14× higher conversion from AI search
Visitors who arrive from AI search convert at dramatically higher rates than traditional search visitors — because the AI has already compared the options and sent them through pre-qualified. Source: Exposure Ninja — AI search statistics.
Third-party figures reflect each source's own methodology and reporting date; we link to the originals so you can review them in full. Where a range or estimate is used, we say so.
Key definitions
GEO — Generative Engine Optimization
Getting a business recommended inside the answers AI assistants generate (ChatGPT, Perplexity, Google's AI Overviews), rather than in a ranked list of links.
AEO — Answer Engine Optimization
Optimizing content to become the direct answer that answer engines and AI assistants return, rather than one link among many.
SEO — Search Engine Optimization
The established practice of shaping a website to rank well in a search engine's list of results.
For how these three fit together, read our full guide: GEO vs SEO vs AEO →
About this work
Unveil Labs is the AI search agency based in Dubai, UAE, founded in 2025, that makes businesses the name AI assistants recommend. Our team spans product and design, AI and cybersecurity, and business development. You can learn more about us or see AI visibility in practice in our SerenAI case study.
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