The rapid rise of artificial intelligence in Europe is redefining established paradigms of traditional research. Users and businesses are witnessing increasing adoption, leading to radical changes in buying and information behaviors. AI is disrupting the digital landscape, bringing forth innovative and diverse platforms.
40% of European internet users integrate AI tools like ChatGPT every month, revealing a significant trend. The rise of these technologies is transforming not only research methods but also business and social dynamics. The lines are blurring between research, artificial intelligence, and social networking, heralding a new era.
The rise of AI tools in research in Europe
The share of research conducted by artificial intelligence tools has seen a dramatic increase, rising from 0.26% in April 2024 to 0.78% in April 2025. This leap of 200% in one year underscores the growing adoption of AI by European users. AI users have shown increased interest in platforms like ChatGPT, where nearly 40% of internet users utilize its features each month.
Google maintains its dominance
With around 95% market share for desktop search, Google remains a dominant player. The organic click-through rate fluctuating between 44% and 47% is slightly higher than that observed in the United States. Although “zero-click” searches are increasing, their growth in Europe remains less pronounced compared to that observed across the Atlantic. The rollouts of AI Overviews and AI Mode in the United States reinforce this trend.
Evolution of search behaviors
The majority of searches retain an informational intent, while commercial queries see a slight uptick, reaching 1.73% on Yahoo. Platforms like YouTube continue to dominate as a destination after a search, followed by Reddit, which climbs to the second position among the most visited destinations thanks to searches driven by AI tools.
A transforming e-commerce landscape
The e-commerce market in Europe is proving to be more fragmented than in the United States. Amazon retains a user base close to 40%, although its visit intensity shows signs of decline. eBay remains its primary competitor, while players like Temu, still behind, are showing notable progress. The growth of searches per user on Temu, bringing the figure to over seven searches per user, indicates heightened competition.
The growing role of content platforms
YouTube consistently ranks as the most visited content platform, with increased engagement compared to 2024. Reddit, continually expanding, maintains a stable volume of searches per user. Pinterest, although absent from the top 15, reports a significant rise in engagement, exceeding five searches per user. These developments reflect the growing importance of social and content platforms in users’ search journeys.
A shift towards community and visual formats
The shift in interest towards community and visual environments is changing how users discover information. The boundaries between conventional research and AI-driven searches are fading, leading to new tools and platforms redefining the research landscape. Thus, the analysis reveals that search is moving away from Google traditions, confronted with a dynamic environment.
New initiatives around AI, such as those addressing innovation in medication, also illustrate the growing impact of this technology in users’ daily lives. Traditional research players must navigate carefully in this changing reality to remain relevant and competitive.
Frequently asked questions about the rise of AI in Europe
How is artificial intelligence transforming online searches in Europe?
Artificial intelligence enhances the search experience by providing more accurate and personalized results, analyzing user behaviors to refine results and offer relevant recommendations.
What is the market share of AI tools in internet searches in Europe?
In one year, the use of AI tools has significantly risen to 0.78% of searches conducted in April 2025, representing a 200% increase compared to the previous year.
What impacts does AI have on the purchasing behavior of European consumers?
The rise of AI is altering purchasing behaviors by facilitating access to relevant information, influencing purchasing decisions, and increasing conversions through automated recommendations.
Which AI tools are most used by Europeans for searching?
ChatGPT is the leader in the use of AI tools, with nearly 40% of European internet users using it every month, followed by platforms like GitHub and ResearchGate, which are also gaining popularity.
How does the adoption of AI tools compare between Europe and the United States?
The adoption of AI tools is progressing more rapidly in Europe, where it rose from 0.26% to 0.78% between April 2024 and April 2025, while in the United States, the progression is from 0.24% to 0.64%.
What are the trends in online searches in light of AI?
The trends are marked by an increase in searches oriented towards diverse content, including social platforms such as YouTube and Reddit, which are playing an increasingly important role in users’ search journeys.
What role does Google play in the current context of searches using AI in Europe?
Despite the rise of AI tools, Google maintains a market share of about 95% on desktop in Europe, but changes in click and purchase behaviors indicate a shift towards a more diverse landscape.
How does AI influence content platforms and social media?
AI enhances engagement on platforms like YouTube and Pinterest, where users increasingly seek visual and community formats to discover and consume content.
What are the implications of the growth of AI on e-commerce in Europe?
The growth of AI tools in research makes the e-commerce market more fragmented, with players like eBay and Temu emerging against Amazon, which maintains a stable user base but faces increased competition.
