For years, “Google it” was the go-to answer for just about everything — whether settling a dinner-table debate, helping a colleague, or looking something up by the coffee machine.
But that’s rapidly changing.
Today, more and more people are turning to AI tools like ChatGPT for answers. In fact, over 1 in 5 Swedes already use AI chats for questions that could just as easily be Googled. That’s according to Svenskarna och Internet 2025, a new report from Internetstiftelsen.
AI is reshaping how we search — fast
Four in ten Swedes are already using AI tools. And among them, more than half now turn to AI instead of search engines like Google. Leading the change? Gen Z.
And this is likely just the beginning. According to Gartner, traditional search traffic is expected to drop by 25% by 2026, replaced by AI-generated answers. It’s a shift that marketers, content creators, and digital strategists can’t afford to ignore.
- Among AI users, 50%+ prefer AI answers over search engines
- Gen Z leads the way – 4 out of 10 use AI tools instead of Google
- 1 in 4 Swedes ask questions they feel Google can’t answer
- Two-thirds of AI users turn to AI specifically for these types of questions
Why are people replacing Google with AI?
If you’ve ever thrown a quick question into ChatGPT, you know the feeling. It’s fast, relevant, and cuts through the noise. And that’s exactly why people are changing how they search:
- Faster – You get a complete answer without having to click through five different links.
- More relevant – AI feels like a knowledgeable colleague who gets what you mean, can clarify your question, and follow up.
- Less noise – Many users mention they appreciate skipping ads and other “unnecessary content.”
- More depth – Unlike Google, you can ask follow-ups, explore new angles, and gain deeper insights.
Here’s how some respondents describe it:
“Googling is about getting links to sift through. Asking an AI tool is like asking a super-smart friend who answers instantly — and politely.”
Woman, 25
“AI tools are like search engines that just give you the answer. It’s quicker, more relevant, and I don’t have to deal with ads or other clutter.”
Man, 58
What does this mean for marketers?
In short: just showing up in Google search results isn’t enough anymore.
The future of visibility is about being chosen by AI — as a trusted source that gets pulled into its answers.
This means new demands for anyone working in marketing, content or SEO. It’s not just about packing in keywords anymore. You need content that AI can understand, trust, and cite.
AI rewards sources that are clear, well-structured, and credible. Quality beats quantity. And the easier it is for the model to identify you as an expert, the higher your chances of being featured in AI-generated responses.
How do you optimize for AI answers?
Feeling a bit lost? Don’t worry — we’ve got your back. We’ve previously written about GEO (Generative Engine Optimization) and how to become an AI favourite. But let’s go through three key principles that make a big difference:
- Think “Answer”, not just “Keyword”
AI queries are usually full questions, not short phrases. Instead of just “tax deduction”, people now ask “How does the home cleaning tax deduction work?” So make sure your content answers those questions clearly and directly. - Build Trust
AI prefers trustworthy sources. Show your expertise, support your claims with data, and be transparent with references. - Be Quotable
Short, structured content wins. Use bullet points, headings that match common questions, and clear definitions — these make it easier for AI to lift your content into its response.
What if we don’t adapt?
We’re in the middle of a historic shift. Questions that used to go to Google are now going to AI tools. And by 2026, 25% of traditional search traffic will be gone, according to Gartner.
For many companies, this is a wake-up call. SEO alone is no longer enough — now it’s also about winning AI’s trust.
Yes, it may feel overwhelming. But the earlier you act, the bigger the lead you’ll gain. Already today, Gen Z — the consumers and decision-makers of tomorrow — prefer asking AI over Google.
Wait too long, and your brand may become invisible to an entire generation.
Let’s make sure you show up in AI Search
Want to be part of the answer? Then now’s the time to complement your SEO efforts with a strategy for AI search.
At Mild, we help brands stay visible — not just in search results, but in the answers AI actually gives.
👉 Reach out, and we’ll help you build a plan that gives your brand a competitive edge in the new search landscape.
