The AI Pulse

Most conversations about AI search start with the platforms: what Google is doing, how ChatGPT is evolving, what Perplexity’s latest numbers look like. We started where we always do; with humans.

Before deciding what brands should do about AI search, we wanted to understand what real people are actually doing. Not what the most digitally engaged five per cent are doing, but what a representative cross-section of UK adults genuinely experiences when they use AI tools in their day-to-day lives.

The AI Pulse is now four waves in. It tracks how adoption is really unfolding – where trust is lagging behind usage, how behaviour differs by age, region and income, and what it means for the future of search, content, and discovery.

So what?

The findings matter because AI search behaviour isn’t uniform. People in different life stages, with different levels of digital confidence, are engaging with AI tools in fundamentally different ways and your category shapes which audiences are most relevant to you.

Understanding this is the demand side of the problem. The supply side – how your brand actually appears when those people use AI to search – is a separate question, and one our AI search services are built to answer.

If the Pulse tells you how your customers are using AI, our AI Search Visibility services tell you what they find when they do.