Shift in Marketing Focus: AI Assistants Overtake Google Search

In a survey conducted by ACCESS Newswire at HubSpot UNBOUND 2026, a significant shift in marketing strategies was noted. Only 11% of marketers believe Google Search will remain the main starting point for customer discovery by 2028. Instead, 71% expect AI assistants to take the lead. This shift aligns with the reallocation of budgets: 80% of marketers plan to increase spending on AI search visibility next year.

The move towards AI is also reshaping marketing roles, with 91% of respondents experiencing job changes, integrating AI responsibilities rather than relying on formal reorganizations. The survey, involving 35 marketers—primarily brand-side—reflects a strategic pivot towards AI-driven marketing tactics.

Measurement of AI visibility is emerging as a priority, though only 43% can track this effectively, highlighting a demand for improved instrumentation and evidence of return on investment. As marketing budgets adapt, the focus is on securing AI visibility and optimizing even as organic search traffic remains stable for now.