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AI is Reshaping HowPeople Search,Discover, By Measuring These Trends,We Can Provide A Data-Driven, Objective View of Measurement Adoption, Usage, and Growth of AI Tools. Comscore’sView of theAI Ecosystem Consumer Impact Consumer Journey, Path to Purchase, AIChat Source Citations, and Informing Prompt Topics Types of Prompts by Subject from Users and The Reshaping of Behavior at Scale &Adoption as a Core Feature of Daily Life Pathways Rewiring the Customer Journey & Platforms / Portals Transforming Traditional Search andDiscovery By Redefining How Information is The Reliable Our Measurement Framework Unmatched Depth ▪Unique Opt-In collection of complete user activity▪Industry leading dictionary classifications▪Comprehensive activity of behaviors on digital interactions▪Proprietary methodology for session level linkage to measureengagement cycle activity (i.e. prompt/response) Experience and Scale ▪Decades of continuous panel management history▪Global footprint▪Investment driven panel scale Built on ThreeCore Pillars Measurement:The Convergence of AI Search Fuels the EvolutionOf an Everyday Activity AI Overviews Increase within Search Engines Share of Searches with an AI Overview in Google and Bing (Desktop) Depth in Search When SEO Meets AI:Unlocking A World Beyond Traditional Blue Links Not All Citations are Created Equal:Category Leaders Highlight both Opportunities and Risks From Search to Assistance: AI Assistant ToolsBroke Through, with 36% & 24% Reach on Desktop and Mobile Enhanced Productivity •Smarter ways to set reminders, automatefollow-ups, and trigger actions at specifictimes became standard across top •New memory and preference-trackingfeatures make interactions feel morepersonal and consistent. Mobile-First Features •Top AI Assistants have launched mobile-first features like: Voice Input & Hands-Free, Camera & Image Input and DeepApp Integration •Gemini, Copilot and Meta AI also launcheddevice integrations Different Tools, Similar Trajectory ChatGPT Leads the AI Assistant Category that Shows Growth Across the Board Generalization to Specialization: AI Growth Extends into a Wider Range of Productivity and Entertainment Applications Creative Evolution is Fueling Momentum Standardization of New AI-Powered Tools Broaden Category Influence AI Audio Tools Continue to Draw Users Enhanced Sound Editing and Voice Generation Have Helped Continue Growth Text-to-Music Also Serves as a Key Development Suno Differentiated Itself Amongst Category Leaders with 22% YTD Overall Growth Chatbots Continue to Evolve with the Market Grok Climbs to 4M Visitors, while Competitors Adapt New Growth and Paid Tactics AI Detection and Education Follows the Academic Year AI Video Realism Has Driven Increased Usage of Video-Focused AI Detection Unpacking PlatformTrends Through aDemographic Lens Adoption to Demographic Growth: Usage of AI Assistants Are Expanding Across All Age Groups Momentum Builds Up •The 25-34 age group showedthe largest volume increase inboth Desktop and Mobile. •Desktop adoptions are moreconcentrated among 25-34and 45-54 cohorts, seeminglydriven by the promise ofincreased productivity in the •Mobile adoption is morewidespread with most of thevisitor growth coming from 25+ AI Penetration •Desktop (57%) vs Mobile (52%)•28%Uses AI or Gen AI at work•41%Uses AI or Gen AI in Personal Life Top 3 Categories By Device •Desktop:AI Assistants, Videos, and Design•Mobile:AI Assistants, Audio, and Images Advocacy Surges Amongst Young AI Search as the Modern Gateway Understanding how AI search summarizes or cites your brand orcontent is the first step to protecting visibility, correcting narratives AI is Shifting Who Becomes aCategory Leader Knowing which brands, publishers and signals AI elevatesshows where influence is shifting, so you can invest in what will AI Is Changing How We Createand Consume Content Tracking how people use GenAI assistants and creative toolshelps shape decisions sooner and unlock new distribution and Consumer Impact:Customization, Influence, The Consumer Journey IsBeing Rewritten in the AI Era Linear Steps to Dynamic, AI-Shaped Decision Paths Then: Predictable, Sequential Path: Search → Compare → Evaluate → Decide Consumers relied on blue-link search results, reviews, and brand content, oftennavigating multiple sites and touchpoints before making a choice. Now: Fluid, Adaptive, and Personalized Interactions AI acts as a decision partner, making the journey faster, more personal, andshaped by the platforms guiding what consumers see. How Understanding theCustomer JourneyHelps Marketers How theCustomer Journeyis Evolving with the Transforming the Online Purchase Journey Gemini ChatGPT Copilot Gemini App Shoppingallowsusers to move from brainstorm to Copilot Shoppingwith productcomparisons, price tracking, and Shopping Extensionsfor pricechecks + product details Instant Checkout launchedforone-tap in-chat purchas