AI Assistants Take Center Stage: How Urban Indians Search Online

In India, the way people search online varies greatly depending on what they’re looking for. A recent report from YouGov sheds light on how urban Indians navigate different platforms to find information, including AI assistants and traditional search engines.

The study surveyed over 1,000 Indian adults and found that search has become increasingly fragmented across various tools. Urban Indians are using a range of platforms, such as search engines, AI assistants, maps, marketplaces, and more, each suited for specific tasks.

One key finding is that the debate around AI vs. traditional search is misguided. Instead, it’s about which tool excels in particular areas. For instance, people use AI assistants primarily for tasks like setting reminders or making voice calls, rather than complex searches.

Trust remains a significant barrier to wider adoption of AI tools for businesses and individuals alike. The report highlights that early trust in AI is fragile and may not hold up under scrutiny if users encounter issues with accuracy or bias.

The study also explores how search behavior differs across generations. Younger Indians, for example, are more likely to use AI assistants than older adults, who tend to rely on traditional search engines.

Another important aspect of the report is personalization. Consumers seem willing to accept some level of personalization in their online searches but draw the line when it comes to overly invasive or biased results.