- ChatGPT: projected to exceed 1.2 billion users by 2028.
- Gemini: potentially reaching 900 million users.
- Claude: steady enterprise-focused growth to around 150 million users.
- Perplexity: niche but expanding, reaching 80 million users.
- Bing Copilot: rapid growth through Microsoft bundling, approaching 700 million users.
- DeepSeek: strong growth in China and globally via open source, potentially 600 million users.
UK Demographics of AI Usage
1. General Usage of Generative AI in the UK
16% of UK adults have used generative AI (e.g. ChatGPT, Gemini) for investment advice, with 28% of Gen Z and 34% of millennials doing so, MoneyWeek
Over 90% of UK university students now use AI to support their work, up sharply from about two-thirds a year earlier, Financial Times. Circus AI News
Usage is more prevalent among male students and those from wealthier backgrounds
2. Platform-Specific Age Trends
ChatGPT remains particularly popular among younger users (aged 18–24), but in the 25–34 bracket, usage is now roughly equivalent between ChatGPT, Gemini, and Meta AI Roic AI+1.
3. Gender Patterns (Global Trends Informing UK Context)
ChatGPT’s user base skews heavily male—around 85% male, 15% female, on mobile usage platforms
AI Platform Demographics in the United Kingdom
| Platform | Age Profile | Gender Skew | UK-Specific Notes |
|---|---|---|---|
| ChatGPT (OpenAI) | Dominates youth usage (18–24). In the 25–34 group, usage is now roughly equal with Gemini and Meta AI. | ~85% male, ~15% female (global mobile usage data). | Extensively used in UK universities; more common among wealthier students. Around 16% of UK adults report using generative AI for investment advice, rising to 28% of Gen Z and 34% of millennials. |
| Gemini (Google) | Closely matches ChatGPT in the 25–34 cohort. | No precise data available. | Rapidly growing among UK young adults, following the global trend of catching up with ChatGPT in the 25–34 age range. |
| Meta AI | Comparable to ChatGPT and Gemini in the 25–34 demographic. | No precise data available. | Emerging competitor in the UK within the 25–34 group; positioned similarly to Gemini in this cohort. |
| General UK Users | Extremely high adoption amongst undergraduates: over 90% of UK students now report using AI tools, up from two-thirds a year earlier. | This issue is more prevalent among male students and those from wealthier backgrounds. | Adoption has risen sharply across education; AI increasingly embedded in academic life, while public caution remains about use by children. |
🔮 The Future of Search: From Blue Links to AI Conversations (2023–2030)
| Trend | Description | Prediction by 2030 |
|---|---|---|
| From Links to Answers | Traditional search engines list links; AI now provides direct answers with citations. | Search results will prioritise AI-generated overviews, reducing reliance on “ten blue links”. |
| Conversational Search | Users are beginning to phrase queries in natural language rather than keywords. | Search will resemble a dialogue with AI assistants, changing how SEO and content are structured. |
| Integration into Everyday Tools | AI assistants are increasingly embedded into apps, operating systems, and devices. | Search will be “ambient”, built into workplace tools, smartphones, vehicles, and smart devices. |
| Trust and Verification | AI responses can be inaccurate; users are wary of misinformation. | Search platforms that emphasise transparency, citations, and source reliability will gain dominance. |
| Economic Implications | Publishers lose advertising revenue when AI summarises content without clicks. | Content licensing models will emerge, similar to music streaming royalties, reshaping digital publishing economics. |
| Personalisation and Privacy | AI uses personal data (emails, calendars, browsing) to give tailored results. | Search will become more personalised, but privacy regulation and “privacy-first” AI tools will shape adoption. |
Overall Verdict: By 2030, searching the internet will feel less like “looking things up” and more like “consulting an expert who knows your context”.
Where search is going
🔎 The Future Platforms of Internet Search (2023–2030)
| Platform Type | Examples | Projected Role by 2030 |
|---|---|---|
| Traditional Web Browsers | Google Chrome, Safari, Edge, Firefox | Remain in use but act mainly as AI integration shells (e.g. Chrome + Gemini, Edge + Copilot). |
| AI Assistants | ChatGPT, Gemini, Claude, Copilot, DeepSeek | First stop for queries. Users will “ask” assistants for answers, planning, and summaries instead of browsing links. |
| Mobile & Social Apps | TikTok, Instagram, WhatsApp (Meta AI), Amazon | Already replacing Google for Gen Z. By 2030, many under-30s will treat social/messaging apps as primary search tools. |
| Voice & Wearables | AirPods/Pixel Buds, Alexa, in-car assistants, smartwatches | Spoken queries will become common, particularly while travelling or multitasking. Search becomes “ambient”. |
| Workplace Platforms | Microsoft 365 Copilot, Google Workspace Gemini | Blur external search and workplace queries. AI assistants embedded in productivity suites will become everyday tools. |
| Specialist Search Engines | Perplexity, niche academic/research AIs | Niche but valued for research and journalism. Focused on citations, verification, and reliability. |
📈 Timeline: The Evolution of Search Platforms
2023
Browsers dominate; AI assistants begin to supplement searches.
2024–25
AI overviews gain traction; TikTok and social apps rise for Gen Z.
2026
Workplace AI (Copilot, Gemini) becomes mainstream in offices.
2027
Voice and wearable search rival browser queries.
2028
Most information queries are handled by AI assistants.
2030
Conversational, personalised, AI-first search across devices.
Overall Verdict: By 2030, internet search will be dominated by AI assistants, mobile apps, and voice interfaces. Browsers will still exist but will serve primarily as containers for integrated AI.
Sell you Alphabet Shares
Google’s predicted traffic fall in the next 10 years
Here is the projection chart (2025–2035) showing the likely redistribution of search dominance:
Google Search is expected to decline from ~90% market share to around 65% by 2035.
AI Assistants: growing steadily to ~25% share.
Social & Other Platforms: rising modestly to ~10%.
Will ChatGPT have its own search engine
5. Prediction
Short-Term (2025–2026):
ChatGPT will expand its experimental search features, integrating citations, news, and web discovery more seamlessly.
Medium-Term (2026–2028):
A branded ChatGPT Search is highly probable — but most likely co-developed with Microsoft, not a fully independent engine.
Long-Term (2028–2030):
If user adoption accelerates, ChatGPT could evolve into a mainstream search portal, rivalling Google and Perplexity. However, OpenAI is unlikely to break away entirely from Microsoft’s ecosystem.s.