The rise of AI-driven search capabilities is transforming the way users access information online. Recent data indicates that the use of AI search tools is expanding rapidly across Europe, capturing the attention of millions.
Significant Increase in User Engagement
Recent statistics reveal that AI search tools have seen a remarkable surge in user engagement. A report from a European corporate division indicates that the average monthly active users of this AI search feature reached approximately 41.3 million during the first quarter of 2025. This marks a substantial increase from around 11.2 million users just a few months prior, highlighting the growing popularity of AI-assisted search functionalities.
Compliance with European Regulations
To adhere to the European Union’s Digital Services Act (DSA), which governs various online services, AI search platforms are required to provide transparency regarding user engagement. The DSA defines active users as individuals who interact with the service at least once within a specified timeframe, whether by viewing or listening to content or by providing feedback.
Implications for Large Online Platforms
As AI search tools continue to gain traction, they may soon fall under the DSA’s regulations for large online platforms, which apply to services with over 45 million active users. These regulations mandate that users have the option to opt out of personalized recommendations and profiling, share data with researchers, and undergo external audits. Non-compliance could lead to significant penalties, including fines based on global revenue.
Competition with Established Search Engines
Since its introduction, AI search has begun to challenge established players in the search engine market. While traditional search engines still dominate, a growing number of users are expressing interest in AI alternatives. Surveys indicate that a small percentage of users are considering AI search tools as their primary choice, although traditional search engines still handle a vastly larger volume of queries.
Challenges in Reliability and Accuracy
Despite the growing interest in AI search, studies have shown that these tools may not always provide reliable results. Research indicates that AI search engines can struggle with accuracy, particularly in identifying relevant articles. Concerns have also been raised regarding the handling of news content, especially from publishers with which AI platforms have partnerships. As the technology evolves, addressing these reliability issues will be crucial for maintaining user trust.