A new analysis by OneLittleWeb shows AI chatbots are growing rapidly, with visits rising 191.67% from 2.4B in April 2023 to 7.0B in March 2025. However, search engines remain dominant, growing 2.38% to 163.7B visits. Experts say chatbots are reshaping, not replacing, search engines, which are evolving with AI features to sustain engagement.
A new analysis by OneLittleWeb examines how user behaviour has shifted over the past 24 months, comparing the growth of AI chatbots with the enduring dominance of traditional search engines. The findings highlight that while chatbots are gaining significant traction, search engines continue to remain the primary gateway for information, particularly as they adopt AI-driven features.
Commenting on the findings, Sujan Sarkar, co-founder of onelittleweb.com, says:
“AI chatbots are not replacing traditional search engines but reshaping how we interact with information. While AI chatbots like ChatGPT, Grok and DeepSeek are seeing impressive growth, their traffic is still only a fraction of search engine traffic, accounting for just 1/34th. Despite a slight decline in search engine visits, platforms like Google and Bing are bouncing back, integrating AI features such as Search Generative Experience (SGE) and AI Overviews.
This signals that search engines are evolving, not fading, with AI-enhancements driving user engagement. As AI chatbots continue to thrive, search engines remain the dominant tool for comprehensive information, creating a dynamic and complementary relationship between both. For SEO professionals and content creators, adapting to this hybrid approach will ensure relevance in the future of AI-powered search.”
Rapid growth of AI chatbots
AI chatbots are often positioned as challengers to search engines. According to OneLittleWeb’s data, the top 10 chatbots recorded 2.4 billion visits in April 2023, which grew to 7.0 billion visits in March 2025. This reflects a remarkable 191.67% increase over the two-year period.
The growth has been consistent and accelerating, particularly across the last 12 months. From 3.1 billion visits in April 2024, chatbot traffic increased almost every month, culminating in a record 7.0 billion visits in March 2025. This trend suggests rising user interest in conversational AI for information retrieval and engagement.
Search engines remain the dominant player
Despite the rapid rise of chatbots, search engines continue to lead the landscape by a wide margin. The top 10 search engines generated 159.9 billion visits in April 2023, rising to 163.7 billion visits in March 2025—an increase of 2.38%.
During this period, search engines faced a temporary decline, reaching a low point of 147.1 billion visits in June 2024. However, traffic rebounded strongly, climbing to 162.0 billion in October 2024. From December onwards, visits continued to rise, closing at 163.7 billion in March 2025. While this figure does not surpass the May 2023 peak of 168.3 billion, it marks the highest monthly traffic in the past 12 months, signalling a notable recovery.
AI integration fuels search engine growth
The resurgence of search engines coincides with the introduction of AI-enhanced features. Platforms such as Google and Bing are embedding generative AI tools, conversational search options, and AI overviews into their core search experiences. These innovations are reshaping how users interact with search engines and are helping to sustain engagement levels in the face of chatbot competition.
The analysis concludes that AI chatbots and search engines are not in direct opposition but are evolving side by side. Chatbots continue to grow as conversational companions for information discovery, while search engines integrate AI to maintain their dominance in structured and comprehensive search.
For professionals in digital marketing, content creation, and SEO, this signals the need to adapt strategies to a hybrid model that considers both chatbot-driven and search engine-driven discovery. The interplay between these platforms is expected to shape the future of online search and information access.
Himani Verma is a seasoned content writer and SEO expert, with experience in digital media. She has held various senior writing positions at enterprises like CloudTDMS (Synthetic Data Factory), Barrownz Group, and ATZA. Himani has also been Editorial Writer at Hindustan Time, a leading Indian English language news platform. She excels in content creation, proofreading, and editing, ensuring that every piece is polished and impactful. Her expertise in crafting SEO-friendly content for multiple verticals of businesses, including technology, healthcare, finance, sports, innovation, and more.
